Alternative eating habits share in Japan 2023, by diet

Low sugar was the most common alternative diet among consumers in Japan, as revealed in a survey conducted in January 2023. The survey also revealed that 4.5 percent of respondents were vegetarians, while only 2.4 percent claimed to be vegan. 

Sugar in the Japanese diet

The Japanese consumer consumes on average around six grams of sugar a day. Even though snacking is not a common habit, snack foods are a major source of sugar intake. The most important types of snack foods in Japan are Japanese confectionery, wagashi, chocolate, and savory snacks. The term “wagashi” was introduced during the Meiji period to differentiate Japanese sweets from European sweets that were being introduced to Japan at the time. However, in recent years, the favorite desserts among consumers in Japan consist of non-traditional Japanese confectionery such as ice cream and cakes, which are often processed with large amounts of sugar.

Veganism and vegetarianism 

Soy milk and almond milk are the leading plant-based food alternatives consumed in Japan. However, the share of vegan consumers in Japan is significantly lower compared to other countries. This discrepancy may be attributed to a lack of awareness of plant-based meat alternatives among the Japanese population. As soy products have already been an important part of the Japanese diet, soy alternatives are not immediately recognized as a plant-based substitute to meat.