Survey Shows People Value Low Prices Over Food Safety

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The Japan Finance Corporation (JFC) revealed survey results on August 12, 2009, showing that consumers' orientation towards food safety has plunged while their price-consciousness has been increasing. The survey was conducted on the Internet, targeting 2,000 men and women aged between 20 and 69, by asking their preferences when buying food. Respondents answered questions in 11 categories including food healthiness, economics, whether food is homemade or factory-made, convenience, food safety and whether the food was produced in Japan or was imported from overseas.

The ratio of respondents who focused on food safety once reached 41.3 percent in May 2008, under the strong influence of the scandal that toxic substance was mixed in overseas processed food. The ratio, however, decreased to 19.8 percent this time. Behind the easing of consumers' anxiety over food lie progressive efforts by manufacturers and distributors to restore food safety.

The ratio of respondents who valued economics was 27.2 percent in May 2008, which increased to 34.6 in December 2008, due to the influence of the worldwide recession. It reached 35.1 percent in the new survey, showing that people are still highly conscious of food prices. The younger they are, the more price-oriented people tend to be. Also, there has been an increase in the number of people making meals at home, resulting in an increase in the consumption of rice and vegetables.

In addition, when purchasing food or dining out, fewer people are concerned about whether the ingredients are domestic or imported. This tendency arises partly from strong economical reasons and partly because manufacturers and the restaurant industry have implemented strict food safety measures for imported food items.

Posted: 2009/12/09 06:00:15 AM