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Key Takeaways

  1. The Japanese consumer displays a high level of ambivalence toward sustainability overall which differs from almost all other markets in which we conducted this research.​

  2. In Japan the key sustainability credentials that stand out relate to human health and the overall quality of the product. In developing propositions for this market quality and safety should be to the fore. ​

  3. Two particular influences emerge that are important to note; food safety and high price sensitivity. So, one of the limiting forces in terms of sustainability is the perceived cost of buying more sustainable options. Therefore, communicating the value of more sustainable production is important, for example emphasizing higher nutrition is important to earn a sustainability benefit premium in Japan. ​

  4. Japanese consumers are also more likely to say they don’t have time to check sustainability credentials when shopping, meaning for any claims to make an impact, they need to be clear and quickly understood.


Say they don’t have time to check products’ sustainability credentials when shopping, more than in any other market 


Say high standards of safety in production influence their grocery choices, more than any other sustainability attribute and higher than any other market​

83%​ of Japanese consumers say they

have made an effort to reduce food waste in the last 12 months ​

Priority Sectors 

  1. When choosing beef, dairy, pork and seafood the sustainability dimensions of greatest influence are safety and quality assurance, with other dimensions some distance behind, such as grass-fed, which can be a premium driver, when linked to naturalness​.


Of Japanese beef buyers will pay a premium for quality assured beef ​

Prioritisation Graphs 

The graphs display which sustainability attributes consumers find most appealing and are most willing to pay a premium for in the priority categories. The horizontal axis is based on the overall appeal of this sustainability measure in this sector, the vertical axis shows the extent to which people would be willing to pay more for this benefit. 

Hover over each datapoint for more information and navigate to other categories by clicking the right or left arrow on the navigation bar below each graph.