Questionnaire regarding Purchase of Sweets in Japan: Key Research Findings 2017
Research Outline
- Research period: November, 2016
- Research Target: Total 857 respondents (426 males and 431 females) living in Kanto area (i.e., Tokyo, Chiba, Saitama, and Kanagawa) and Kansai area (i.e., Kyoto, Osaka, and Hyogo), with their ages in their 20s through 60s.
- Research methodologies: Online questionnaire
Questionnaire regarding Purchase of Sweets and Confectionery
This research has made clear of the purchase trend and demand of Japanese- and Western-style sweets and desserts (yogurt, pudding, jelly, ice cream, etc.) by means of online questionnaire.
The purchase trend of each items mentioned above was surveyed separately according to whether they were for gifts or for oneself/family. The purchase of sweets using the recently-rising online or mail orders and of original sweets at convenience stores have also been surveyed.
Summary of Research Findings
- Japanese Style Sweets Being Fond of by 80% of Respondents, Whereas Western Style by 90% including Those who “Rather Like” Them
According to the survey targeting 857 men and women living in Kanto and Kansai area with their ages in their 20s through 60s about whether or not they like sweets by each category, Japanese sweets in general were being fond of by 77.8% of the respondents, whereas western sweets were liked by 89.5 %, both of which including those who “rather like’ them.” In the dessert category, 89.1% of the respondents answered that they like ice cream, which was fairly high ratio.
- Men Place Importance on Price When Buying Western-Style Sweets, and Women Tend to Choose by External Appearance
When asked about what to place importance on buying western sweets to 778 men and women living in Kanto and Kansai area with their ages in their 20s through 60s who have bought Japanese or Western style sweets within a past year, the largest 49.2% of respondents answered “Price”, followed by “External Appearance of the Product” 48.6%. When viewing the response from the respondents’ attribute, the largest number of people who responded “price” is men in their 40s through 50s, occupying more than 60%. The largest group of people who responded “external appearance” of the sweets is women of all ages, accounting for more or less 60%.
- 20% of Respondents Used Online for Purchasing Sweets in the Past Year, Showing Steadfast Demand of Real Shops
The survey has found out that 22.4% of the respondents used online for buying Japanese style sweets within the past year, and 26.7% for Western sweets. When compared with 80 to 90% of respondents having bought sweets for oneself or for one’s family whatever the channel was over the last year regardless of Japanese or Western type, and 50 to 60% for gifts, it shows the robust demand of real shops in the sweets industry, no matter how online trading has widely expanded in other industries.
- Figure 1: Fondness of Sweets by Category (Some Items Extracted)
