Sustainable Food

Consumers

This report aims to grasp the current status and future perspectives on the domestic sustainable food market by conducting online consumer survey on the market and research the consumer awareness, purchase experiences, reasons to buy them, price tolerance ranges.

The sustainable food market in this report targets produce (organic produce, vegetables grown in plant factories), livestock (animal welfare certified), meat alternatives (plant-based, cultured meat), marine products (grown by land-based aquaculture, certified fisheries (MSC, ASC, MEL, etc.))

I   Organic JAS-Certified Vegetables

1. Consumer Appeal Strategy for Organic JAS-Certified Vegetables
2. Target Attribute Analysis of Organic JAS-Certified Vegetable Purchasers
3. Food-Purchase Location Association Analysis for Organic JAS-Certified Vegetable Purchasers
4. Awareness Status and Route of Obtaining Information on Organic JAS-Certified Vegetables, Statistical Causal Search and Contribution of Behavior
5. Statistical Causal Search on Dietary Habits by Organic JAS-Certified Vegetable Purchasers
6. Statistical Causal Search and Contributions on Environmental Consciousness on Food by Organic JAS-Certified Vegetable Purchasers
7.  Gap Analysis on Images against Organic JAS-Certified Vegetables between Purchasers and Non-Purchasers
8. Gap Analysis and Value-Added Analysis on Requirement to Organic JAS-Certified Vegetables between Purchasers and Non-Purchasers
9. Tally of Each Question and Attribute, Dietary Habits, and Touchpoint Response Results on "Organic JAS-Certified Vegetables"
   1) Awareness of "Organic JAS-Certified Vegetables"
   2) Purchase Status of "Organic JAS-Certified Vegetables"
   3) Images against "Organic JAS-Certified Vegetables"
   4) Requirements When (If) Purchasing "Organic JAS-
   　Certified Vegetables"
   5) Price Tolerance for "Organic JAS-Certified Vegetables"
   6) Objectives and Reasons for Buying "Organic JAS-Certified Vegetables"　

II   Plant Factory Vegetables

1. Consumer Appeal Strategy for Plant Factory Vegetables
2. Target Attribute Analysis of Plant Factory Vegetable Purchasers
3. Food-Purchase Location Association Analysis for Plant Factory Vegetable Purchasers
4. Awareness Status and Route of Obtaining Information on Plant Factory Vegetables, and Statistical Causal Search and Contribution of Behavior
5. Statistical Causal Search on Dietary Habits by Plant Factory Vegetable Purchasers
6. Statistical Causal Search and Contributions on Environmental Consciousness on Food by Plant Factory Vegetable Purchasers
7. Gap Analysis on Images against Plant Factory Vegetables between Purchasers and Non-Purchasers
8. Gap Analysis and Value-Added Analysis on Requirements for Plant Factory Vegetables between Purchasers and Non-Purchasers
9. Tally of Each Question and Attribute, Dietary Habits, and Touchpoint Response Results on Plant Factory Vegetables
   1) Awareness of Plant Factory Vegetables
   2) Purchase Status of Plant Factory Vegetables
   3) Images against Plant Factory Vegetables
   4) Requirements When (If) Purchasing Plant Factory
   　Vegetables
   5) Price Tolerance for Plant Factory Vegetables
   6) Objectives and Reasons for Buying Plant Factory
   　Vegetables

III   Plant-Based Meat Alternatives

1. Consumer Appeal Strategy for Plant-Based Meat Alternatives
2. Target Attribute Analysis of Plant-Based Meat Alternatives Purchasers
3. Food-Purchase Location Association Analysis for Plant-Based Meat Alternatives Purchasers
4. Awareness Status and Route of Obtaining Information on Plant-Based Meat Alternatives, and Statistical Causal Search and Contribution of Behavior
5. Statistical Causal Search on Dietary Habits by Plant-Based Meat Alternatives Purchasers
6. Statistical Causal Search and Contributions on Environmental Consciousness on Food by Plant-Based Meat Alternatives Purchasers
7. Gap Analysis on Images against Plant-Based Meat Alternatives between Purchasers and Non-Purchasers
8. Gap Analysis and Value-Added Analysis on Requirements for Plant-Based Meat Alternatives between Purchasers and Non-Purchasers
9. Tally of Each Question and Attribute, Dietary Habits, and Touchpoint Response Results on Plant-Based Meat Alternatives
   1) Awareness of Plant-Based Meat Alternatives (Soy Meat,
   　 etc.)
   2) Purchase Status of Plant-Based Meat Alternatives (Soy
       Meat, etc.)
   3) Place to Eat Plant-Based Meat Alternatives (Soy Meat,
        etc.)
   4) Images against Plant-Based Meat Alternatives (Soy
        Meat, etc.)
   5) Requirements When (If) Purchasing Plant-Based Meat
       Alternatives (Soy Meat, etc.)
   6) Price Tolerance for Plant-Based Meat Alternatives (Soy
       Meat, etc.)
   7) Objectives and Reasons for Buying Plant-Based Meat
       Alternatives (Soy Meat, etc.)
   *This report contains mixed expressions of (soy Meat) or soy Meat, etc.,) but all use the same definition and include plant-based meat alternatives made from sources other than soybeans.

IV    Cultured Meat

1. Strategy to Appeal Potential Purchasers of Cultured Meat
2. Target Attribute Analysis of Cultured Meat Potential Purchasers
3. Food-Purchase Location Association Analysis for Cultured Meat Potential Purchasers
4. Awareness Status and Route of Obtaining Information on Cultured Meat, and Statistical Causal Search and Contribution of Behavior
5. Statistical Causal Search on Dietary Habits by Cultured Meat Potential Purchasers
6. Statistical Causal Search and Contributions on Environmental Consciousness on Food by Cultured Meat Potential Purchasers
7. Gap Analysis on Images against Cultured Meat between Those Who Intend to Purchase and Those Who Do Not Intend to Purchase
8. Gap Analysis and Value-Added Analysis on Requirements for Cultured Meat between Purchasers and Non-Purchasers
9. Tally of Each Question and Attribute, Dietary Habits, and Touchpoint Response Results on Cultured Meat Potential Purchasers
   1) Awareness Status of Cultured Meat
   2) Price Tolerance for Cultured Meat
   3) Image against Cultured Meat
   4) Requirements Expected for Cultured Meat

V    Animal Welfare Livestock Products

1. Consumer Appeal Strategy for Animal Welfare Livestock Products
2. Target Attribute Analysis of Animal Welfare Livestock Product Purchasers
3. Food-Purchase Location Association Analysis for Animal Welfare Livestock Product Purchasers
4. Awareness Status and Route of Obtaining Information on Animal Welfare Livestock Products, and Statistical Causal Search and Contribution of Behavior
5. Statistical Causal Search on Dietary Habits by Animal Welfare Livestock Product Purchasers
6. Statistical Causal Search and Contributions on Environmental Consciousness on Food by Animal Welfare Livestock Product Purchasers
7. Gap Analysis on Purchase Intentions for Animal Welfare Livestock Products between Purchasers and Non-Purchasers
8. Gap Analysis and Value-Added Analysis on Requirements for Animal Welfare Livestock Products between Purchasers and Non-Purchasers
9. Tally of Each Question and Attribute, Dietary Habits, and Touchpoint Response Results on Animal Welfare Livestock Products
   1) Awareness of Animal Welfare Livestock Products
   2) Purchase Status of Animal Welfare Livestock Products
   3) Purchase Intentions After Knowing What are Animal
       Welfare Livestock Products
   4) Purchase Locations of Welfare Livestock Products
   5) Purchase Intentions After Confirming the Characteristics
        of Animal Welfare Livestock Products
   6) Requirement When (If) Purchasing Animal Welfare
       Livestock Products

VI   Marine Products Certified by MSC/ASC/MEL

1. Consumer Appeal Strategy for Marine Products Certified by MSC/ASC/MEL
2. Target Attribute Analysis of Purchasers of Marine Products Certified by MSC/ASC/MEL
3. Food-Purchase Location Association Analysis for Purchasers of Marine Products Certified by MSC/ASC/MEL
4. Awareness Status and Route of Obtaining Information on Marine Products Certified by MSC/ASC/MEL, and Statistical Causal Search and Contribution of Behavior
5. Statistical Causal Search on Dietary Habits by Purchasers of Marine Products Certified by MSC/ASC/MEL
6. Statistical Causal Search and Contributions on Environmental Consciousness on Food by Purchasers of Marine Products Certified by MSC/ASC/MEL
7. Tally of Each Question and Attribute, Dietary Habits, and Touchpoint Response Results on Marine Products Certified by MSC/ASC/MEL
   1) Awareness Status of MSC/ASC/MEL Certification
   2) Purchase Status of Products Certified by MSC/ASC/MEL
   3) Intention to Purchase Marine Products Certified by
       MSC/ASC/MEL
   4) Objectives and Reasons to Buy Marine Products Certified
       by MSC/ASC/MEL

VII     Land-Based Aquaculture Products

1. Consumer Appeal Strategy for Land-Based Aquaculture Products
2. Target Attribute Analysis of Land-Based Aquaculture Product Purchasers
3. Food-Purchase Location Association Analysis for Land-Based Aquaculture Product Purchasers
4. Awareness Status and Route of Obtaining Information on Land-Based Aquaculture Products, and Statistical Causal Search and Contribution of Behavior
5. Statistical Causal Search on Dietary Habits by Land-Based Aquaculture Product Purchasers
6. Statistical Causal Search and Contributions on Environmental Consciousness on Food by Land-Based Aquaculture Product Purchasers
7. Gap Analysis of Images against Land-Based Aquaculture Products between Purchasers and Non-Purchasers
8. Gap Analysis and Value-Added Analysis on Requirements for Land-Based Aquaculture Products between Purchasers and Non-Purchasers
9. Tally of Each Question and Attribute, Dietary Habits, and Touchpoint Response Results on Land-Based Aquaculture Products
   1) Determinant Factor for Choosing Cultured or Natural
       Products
   2) Whether or Not Choose Natural Products Rather than
       Cultured Products
   3) Concerns over Natural Products
   4) Concerns over Cultured Products
   5) Awareness Status of Land-Based Aquaculture
   6) Purchase Status of Land-Based Aquaculture Products
   7) Images against Land-Based Aquaculture Products
   8) Requirements When (If) Buying Land-Based
       Aquaculture Products
   9) Price Tolerance for Land-Based Aquaculture Products
   10) Purchase Intentions After Knowing that Land-Based
        Aquaculture Products Have Hardly Any Risks of
        Parasites or Viruses

VIII   List of Results from Questions and Answers

1. Screening
2. Questions about Research on Diet and Environmental Consciousness
3. Questions about Research on Organic JAS-Certified Vegetables
4. Questions about Research on Plant Factory Vegetables
5. Questions about Research on Plant-based Meat Alternatives (Soy Meat, etc.)
6. Questions about Research on Cultured Meat
7. Questions about Research on Animal Welfare Livestock Products
8. Questions about Research on MSC/ASC/MEL Certifications
9. Questions about Research on Land-Based Aquaculture Products