[mitoriz Co., Ltd.]
Almost 90% of people like Yakiniku! 90% of people in Kinki answered that the meat they often eat is “beef”! Along with Yakiniku, men enjoy kimchi and sake, while women enjoy salad and rolled vegetables. *mitoriz Co., Ltd.*
Press release: August 20, 2024
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Almost 90% of people like Yakiniku! 90% of people in Kinki answered that the meat they often eat is “beef”! Along with Yakiniku, men enjoy kimchi and sake, while women enjoy salad and rolled vegetables. mitoriz Co., Ltd. (Headquarters: Minato-ku, Tokyo, President: Hiroshi Kinase) is a consumer purchasing behavior data service “Point of We conducted a “Yakiniku Questionnaire” among 3,009 members (ages 20s to 60s) of “Buy(R)” (hereinafter referred to as POB).
Ahead of Yakiniku Day on August 29th, we conducted a survey of consumers regarding Yakiniku to find out how often they eat Yakiniku, their favorite cuts of meat, and their favorite appetizer menus. 《Study Summary》
・Nearly 90% of people like yakiniku, including those who say they “like it” or “somewhat like it”
・Most people eat Yakiniku “several times a year”, but nearly 30% of people eat Yakiniku “more than once a month”
・Beef is the most commonly eaten meat, but on average 25% of respondents in eastern Japan choose pork, which is 2.5 times higher than in western Japan.
・My favorite meat-based menu items are “beef short ribs,” “beef tongue,” and “beef skirt steak.” Sausage also did a good job coming in 6th place.
・Men enjoy yakiniku with kimchi and alcohol, and women enjoy yakiniku with salad and rolled vegetables.
・The number of people who eat yakiniku at home has barely exceeded the majority, and the younger the age group, the less likely they are to do yakiniku at home.
* Nearly 90% of people like Yakiniku, including those who say they “like it” or “somewhat like it”*
First, we conducted a survey asking people whether they liked yakiniku or not, and the answer was 86.2%, with 65.4% saying they liked it and 20.8% saying they liked it more or less. Comparing by age group, compared to other age groups, 9.4% of people in their 20s said they “disliked it” (2.7%) and “somewhat disliked it” (6.7%), more than double the percentage of those in their 30s and older. (Figure 1). *The most common answer for eating Yakiniku is “several times a year,” but nearly 30% of people eat Yakiniku “more than once a month.”* When asked about the frequency of eating Yakiniku, the most common response was “Several times a year (30.5%)”, followed by “Once every 2-3 months (24.6%)”. A total of 29.6% of respondents answered that they eat Yakiniku at least once a month. Comparing men and women, it can be seen that men eat Yakiniku more frequently than men, with 33.9% of men saying they eat yakiniku once a month or more, compared to 26.2% of women (Figure 2). .
*Beef is the most commonly eaten meat, but on average 25% of people in eastern Japan choose pork, which is 2.5 times higher than in western Japan.*
We surveyed 2,547 people, excluding those who answered “almost never” or “never eats yakiniku” in the survey on “how often they eat yakiniku.” As a result, “Beef (77.7%)” was the most popular choice, followed by “Pork (17.2%)” and “Chicken (2.8%)”. When looked at by region, beef is the most popular choice in all regions, but pork is generally more popular in eastern Japan than western Japan, mainly in the Chubu region (28.7%) and Tohoku region (28.1%). It is a numerical value. Furthermore, when it comes to mutton, only Hokkaido, which is well-known for dishes such as Genghis Khan, has a
significantly higher value compared to other regions (Chart 3).
*The top three favorite meat dishes are “beef short ribs,” “beef tongue,” and “beef skirt steak,” chosen by over 50% of people.* Similar to the previous section, we surveyed 2,547 people about their favorite meat-based menu items for Yakiniku. As a result, “Beef ribs (67.0%)” was the most popular choice, followed by “Beef tongue (65.6%)” and “Beef skirt steak” (54.0%), both of which were selected by over 50% of people. Among pork, “pork belly” (27.7%) is the most popular, coming in at number 5. Among chicken, “chicken thigh” (25.7%) is the most popular, coming in at 8th place. The processed meat food “sausage (27.2%)” also came in 6th place, beating out “beef offal” (26.2%) and “pork fatty tuna (24.5%),” showing its popularity (Chart 4).
* Favorite appetizers to eat during Yakiniku: men prefer kimchi, women prefer salads*
As in the previous section, we conducted a survey of 2,547 people to find out their favorite Yakiniku appetizer. Although “Kimchi fans” (38.9%) were slightly dominant, the popularity was evenly divided with “Salad fans” (35.8%). Looking at the differences between men and women, it can be said that men are more likely to like kimchi, while women are more likely to like salad. Regarding Namul, there is a difference of approximately 1.5 times between men and women, indicating that women support it more than men (Chart 5).
* After “white rice”, men enjoy “alcohol” and women “vegetables” to enjoy with yakiniku *
As in the previous section, we conducted a survey of 2,547 people to find out what they would most like to pair with yakiniku. The most popular option was “white rice” with more than half of the respondents at 53.8%. This was followed by “alcohol (20.8%)” and “wrapped vegetables (17.0%).” Comparing men and women, over 50% of both men and women chose white rice the most, followed by “alcohol” (28.2%), which men chose twice as much as women, while women chose “rolled
vegetables” (24.6%). ” was chosen three times more than men, indicating that men prefer alcoholic beverages and women prefer rolled vegetables as an option other than white rice (Chart 6).
* The number of people who eat yakiniku at home is barely over half, and younger people do not eat yakiniku at home *
Similar to the previous section, we conducted a survey of 2,547 people regarding “places where they can enjoy Yakiniku”. The most common choice was “Yakiniku restaurant” (69.8%), followed by “Home” (52.7%). By age group, the younger the generation, the higher the selection rate of Yakiniku restaurant was, with 1.25 times higher among those in their 20s and those in their 60s. On the other hand, the higher the age group, the higher the choice of yakiniku at home, with a 1.5 times difference between those in their 20s and those in their 60s, and the younger the generation, the more likely they are to eat yakiniku at a restaurant. It is also notable that the percentage of people in their 30s and 40s who eat yakiniku outdoors (BBQ, camping) is around 10%, which is higher than other age groups (Figure 7). .
[Questionnaire survey overview]
Survey period: August 2-3, 2024
Survey target: Registered members (POB members) of mitoriz’s consumer purchasing behavior data service “Point of Buy(R)”
POB members in their 20s to 60s (average age 49.9 years)
Survey method: In-house survey via the internet (Number of valid responses: 3,009)
* Consumer purchasing behavior data service “Point of Buy(R)” * This service utilizes one of the largest consumer purchasing databases in Japan to support the marketing of manufacturers, retailers, etc. Since we utilize purchasing information written on receipts, we can collect retail chain data that is not disclosed in POS or ID-POS data, as well as purchasing behavior across business categories linked to individual users (single source). You can understand intermittent purchasing behavior such as products that are sold together. Point of Buy(R): https://www.mitoriz.co.jp/lp/pob/
Service page:
https://www.mitoriz.co.jp/business/service/digitalmarketing-multi-idpos/ [Notes on reprinting and quoting]
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[Press inquiries]
Corporate Headquarters Management Department Public Relations: Tanaka TEL: 03-6328-0052 FAX: 03-6328-3631 MAIL: press@mitoriz.co.jp 【Company Profile】
Company name: mitoriz Co., Ltd.
Head office location: 5th floor, Sanyo Akasaka Building, 3-5-2 Akasaka, Minato-ku, Tokyo
Established: July 2004 / Capital: 100 million yen
Representative Director and President: Hiroshi Kinase
HP: https://www.mitoriz.co.jp/
Utilizing a network of more than 600,000 registered staff (including survey members), mainly housewives nationwide, we cover more than 227,537 stores such as drug stores, supermarkets, convenience stores, and specialty stores nationwide from Hokkaido to Okinawa, and provide sales support ( rounder) and market research (mystery shoppers, in-store surveys, etc.).
Utilizing the Cast Data Network, we will create new connections, reveal the latent value of people and things, provide new value to society, and solve social issues through business.