[10INC.] Will Generation Z live to be 100 years old? Three behavioral patterns seen in eating habits, drinking, and smoking (MROC
independent survey)
*10INC.*
Press release: September 10, 2024
**
Will Generation Z live to be 100 years old? Three behavioral patterns seen in eating habits, drinking, and smoking (MROC independent survey) *Generation Z’s awareness of the era of 100-year lifespans – Drink alcohol in moderation and refrain from smoking. Interest in health foods is also increasing. *
10 Inc. (Headquarters: Nakano-ku, Representative Director Takanori Sato, hereinafter referred to as 10 INC.), which co-creates value from shared experiences, is a company with a permanent community called “toiro”.
We would like to introduce the results of a survey regarding the health consciousness of Generation Z to men and women in their late teens to late 20s from Generation Z who live in Tokyo and three prefectures and are registered with “Café”.
“toiro caffe” is 10INC.’s MROC platform
This is an online community established at “MindSquare(TM)”. https://mindsquare.jp/
* What is the eating habits of Generation Z? *
We asked respondents to answer the question “what they consciously eat for lunch and dinner” in an open-ended format, and the answers were categorized into the following three categories.Here are the results.
Approximately 80% of respondents answered, “There are certain foods that I try to eat with health in mind,” which is surprising at the high level of health awareness among Generation Z.
Below is a breakdown of the foods that I try to eat more consciously for my health. Some people answered for multiple items.
* Generation Z’s luxury goods situation *
First, let’s look at the frequency of drinking.
75% eat once a week or less, indicating a healthy lifestyle. In fact, when we were asked, “What does alcohol mean to me?”, most of the responses were not about alcohol itself, but about something that promotes communication, such as “It’s a tool for having fun with friends.” I see value in drinking places.
Next, let’s look at smoking experience.
80% of people have never smoked, and if you include those who say they don’t smoke now, the number rises to 90%.
One of the reasons why people start smoking is because they are encouraged to do so by those around them, but the number of smokers is decreasing due to rising cigarette prices, fewer smoking areas, and the effects of smoking on health, and people may be losing the reason to start smoking. I don’t know.
Regarding their intention to smoke in the future, Gen Z answered as follows: Assuming that there are no health hazards, the number of respondents who have a strong negative reaction to smoking, such as “I don’t want to smoke at all,” has decreased, and the number of respondents who say “I want to smoke” has increased.
* summary*
Through this survey, we found that Generation Z is highly health conscious for the following three reasons.
・Approximately 80% of respondents said there are foods that they try to eat with health in mind.
・I enjoy drinking alcohol as a communication tool.
– Refraining from smoking due to the negative effects on health.
Looking ahead to the era of 100-year lifespans, what are the attitudes and behaviors of Generation Z, who are working on their own health management from a long-term perspective?
This may have an impact on health-related industries in the future, leading to longer and higher quality lives.
Why not use the 10INC. community research service “toiro cafe” to conduct a survey to understand the actual situation of Generation Z?
* [Survey overview] *
Inspection agency: Independent investigation (10INC.)
Research method: Online community survey
Target area: Tokyo and three prefectures
Survey 1. “My eating habits, which I do whenever I feel like it” Survey on actual eating habits
Implementation period: February 21st to February 27th, 2024
Survey target: 46 Generation Z people aged 20 to 27 (24 men: 22 women)
Survey 2. “Even if you drink alcohol, you can’t get drunk.” Survey on the actual situation regarding drinking
Implementation period: May 15th to May 21st, 2024
Survey target: 54 people from Generation Z aged 20 to 27 (26 men: 28 women)
Survey 3. “Reiwa Tobacco Situation” Fact-finding survey on tobacco Implementation period: May 22nd to May 28th, 2024
Survey target: 54 people from Generation Z aged 20 to 27 (26 men: 28 women)
*If you wish to reprint the results of this survey, please visit “10inc Research – https://10inc.co.jp/”
Please also include.
In addition, corporations can use the permanent community “toiro”. You can register for free at cafe. It is possible to view research within the community, so we would appreciate it if you could give back to your business. In addition, in the paid plan “toiro”
You can submit a questionnaire at “cafe”.
○Free registration: https://forms.gle/ndGHy5QhKWG8pg4L9
10 Inc. employs consultants who deeply observe and analyze human emotions and behavior, as well as consultants and designers with deep knowledge of inner/outer branding.
If you are considering exploring or building a marketing & research x design issue, please contact us.
○Contact form: https://10inc.co.jp/contact/
Company name: 10/10INC Co., Ltd.
Head office location: Space M B111, 1-30-15 Higashinakano, Nakano-ku, Tokyo Representative: Representative Director Takanori Sato
Established: May 14, 2018
URL: https://10inc.co.jp/