SHIBUYA109 lab. × CCC Marketing Joint Survey "Survey on Food Awareness of Generation Z"
2021.10.19
Press Releases
SHIBUYA109 Entertainment Co., Ltd. / CCC Marketing Co., Ltd.
―味は二の次？食はコミュニケーションツールに。60％以上が食に対して空間を重視。Z世代の食に対する6つの価値観タイプが判明。最も多い「トレンドフリークタイプ」は、トレンド＆SNS映え重視！―
SHIBUYA109 lab., a youth marketing research institute run by SHIBUYA109 Entertainment Co., Ltd. (headquarters: Shibuya-ku, Tokyo; president: Ishikawa Ayumi), and CCC Marketing Inc. (headquarters: Shibuya-ku, Tokyo; president and CEO: Kitamura Kazuhiko), which operates a marketing solutions business based on lifestyle data from the T-Card, have conducted qualitative and online surveys to understand the food consumption behavior of women aged 15 to 24 of Generation Z, and have discovered the characteristics of food values that can be divided into six types. In addition, an explanatory seminar on this survey will be held on Thursday, November 11th.
Survey topics on food awareness among Generation Z
[1] Food is the biggest monthly expense for Gen Z. More than 40% of food expenses are spent on "entertainment food."The focus is on the space rather than the food itself.
Of the values that people place importance on when it comes to food, 64.6% of respondents answered that "space is also important for enjoying food."Some people said that they consult with friends to decide on outfits that suit the atmosphere of restaurants and other establishments, and that they themselves are conscious of "blending into the space."
[2] "Entertainment food" is a communication tool. Enjoy everything from pre-meetings to meals on the day and posting on social media.
People use food to enrich the time they spend with themselves and those they are with, and it appears that creating communication through food also helps them change their mood.
[3] Food trends for Generation Z are categorized into four categories. The real trend of Gen Z is "spatial food" that emphasizes a unique worldview
"Space-friendly food," such as "stylish pics" and "home izakayas," is becoming a trend, with an emphasis on space and enjoyment from preparation to subsequent social media posting.
[4] The six food values of Generation Z are revealed: “trend freak type,” “friendly eating type,” and “balanced type.”
The most common type, the "trend freak," is well-versed in food trends and is proactive in all aspects, including gathering information, spending, and posting on social media. When it comes to food, we place importance on it being "trendy" and "looking good on social media."In addition to food, they are also highly interested in fashion and cosmetics, and are known for their strong desire to consume.
[5] Online seminar to be held on Thursday, November 11th! A thorough explanation of how Gen Z actually enjoys food!
We will thoroughly analyze how Gen Z actually enjoys food by combining big data based on lifestyle data of T members held by CCC Marketing with the real situation of Gen Z held by SHIBUYA109 lab.
[1] Food is the item that Gen Z spends most on each month. More than 40% of food expenses are spent on "entertainment food."The focus is on the space rather than the food itself.
Past surveys by SHIBUYA109 lab. have revealed that when people go out with friends, they plan their trips around what to eat, indicating that Gen Z has a strong interest in food. This survey revealed that the average amount of disposable income per month*Figure 1 is 37,046 yen, of which 10,797 yen is spent on food, meaning that people spend the most money on food. Furthermore, more than 40% of food is spent on "entertainment food*," making it an important food for Gen Z.
*Entertainment food refers to food for enjoyment, such as at cafes or sweets, rather than food for everyday life.
Next, when asked about the values they place importance on when it comes to food (Figure 2), the most common answer was "The space is also important when enjoying a meal (64.6%)," followed by "Food is something to enjoy with others (55.8%)" and "When enjoying a meal, I pay attention to my fashion to match the place I'm going and the people I'm with (43.8%)."
In the group interview, she also said, "I check the atmosphere of the store on social media such as Instagram and TikTok, and then discuss with my friends what kind of fashion would suit the atmosphere of the store and decide on an outfit. Matching your fashion sense with your friends makes you look closer and also helps you fit in with the atmosphere of the store. When I take photographs, I try to capture the entire space. "When I went on an 'Oshapik' (stylish picnic) with my friends, we all coordinated our outfits with dresses and straw hats to match the atmosphere of the park and had fun. " We hear comments such as, "It's great that it blends in with the space," which shows that they too are conscious of "blending in with the space."
Next, when asked where they find information about entertainment food (Figure 3), the most common answer was "Instagram (73.6%)."Other social media platforms that people use include Twitter (43.8%) and TikTok (21.7%), with video streaming services (44.8%) also popular, revealing that Gen Z naturally gathers information from the media they normally use.
Photos and videos are now the primary source of information for Generation Z, and in a group interview, they said, "I use the Discover tab on Instagram to find cafes that fit the atmosphere of my Instagram account and stock them. "I often use Instagram as a reference because there are a lot of posts and I can check the photos, but I also check the atmosphere of the exterior and interior of the store by watching videos on TikTok and other platforms. The deciding factors are whether there are a certain number of posts on Instagram and whether the atmosphere is good. " and it seems that when gathering information, people are more interested in the quality of the footage than the taste.
[2] "Entertainment food" is a communication tool. Enjoy everything from pre-planning meetings to the space on the day and posting on social media
Next, when asked about what they value most about entertainment food (Figure 4), the results were "delicious (73.6%)," followed by "enjoyable for myself (68.5%)," "enjoyable with friends or a partner (57.3%)," and "a change of mood (54.6%)."People want food not only to taste good, but also to enrich the time they spend with themselves and those they are with, and it is clear that creating communication through food also leads to a change of mood.
In a group interview, she said, "I decide which cafe to go to with my friends while looking at social media, and on the day, I enjoy checking the answers against the posts on social media I've seen beforehand. Even if there is a gap between what I see on social media and what I actually experience, it's fun to talk about it with friends and empathize with them. "I like to talk with friends while enjoying the atmosphere, so whether it's delicious or not, it's just something to talk about, so I don't really care about the taste. " Voices such as these were heard.
Additionally, when we asked Gen Z how they post food-related information on social media (Figure 5), 37.4% answered that they "don't post," meaning that over 60% post on social media. Even in the group interview, we saw her take great care in choosing photos to post on social media, saying, "When I go to a cafe, I take vertical photos for Instagram stories and square photos for posting on my feed. When I come back from the cafe, I take so many photos that my camera roll is full of the same ones. "Of course, posting on social media is fun, but the cafe tour also involves looking back at the videos and photos you took later and basking in the afterglow. " These comments were heard, and people were acting with the intention of posting on social media, showing that one way to enjoy food is not just to enjoy the moment, but to savor the afterglow.
It was striking that from gathering information to actual behavior and evaluating restaurants, there was almost no mention of taste, and many people talked about the process leading up to the restaurant, conversations with friends on the day, how it looked on social media, and the enjoyment they get from looking back at photos and videos later. It appears that Gen Z finds the most value in communicating with friends through food.
[3] Food trends for Generation Z are categorized into four categories. The real trend of Gen Z is "spatial food" that emphasizes a unique worldview
After analyzing attitudes towards the latest food trends, they were categorized into the following four categories:
①Real Trend Zone: Food that looks great in space
This is a food that is currently trending widely among Generation Z. Many of these events, such as "Oshapik" and "Ouchi Izakaya," place emphasis on space and allow you to enjoy everything from preparation to posting on social media afterwards.
② Viewing Zone: Enjoy food that is fun to see and hear
Although I don't personally engage in things like "big eating" or "ASMR*," these are foods that I enjoy as content.
*A reaction or sensation such as a pleasant feeling or tingling sensation in the brain that people experience when stimulated by hearing or vision.
3. Secretly trendy zone: Will it become mainstream soon? Food
"Nun activities (afternoon tea activities)," "Taiwanese chicken," and "pretending to go to Korea" have become mainstream on Instagram, but these trends have not yet peaked and are foods that have the potential to become mainstream in the future.
④ Trending zone: Will this be a trend in the future? Is it just the beginning or is it something to wait and see?
There is a growing trend of interest in "ethical food" and "vegan food," but Gen Z is still not exposed to much information and does not know how to incorporate these foods, so they have not tried them yet.
[4] The six food values of Generation Z are revealed: “trend freak type,” “friendly food type,” and “balanced type.”
Based on the food values and behavioral characteristics of this survey, it was found that Generation Z's food values can be classified into six types. In this release, we will explain the "trend freak type," which is the most common of the six types. The "trend freak type" is well-versed in food trends and is proactive in all aspects, including gathering information, spending, and posting on social media. It is clear that they have a high interest not only in food but also in fashion and cosmetics, and have a strong desire to consume. The most important criterion for food is "being trendy," and posting on social media is one of their motivations, so they prioritize buzz and how well it looks on social media over taste. This demographic almost unconsciously collects and keeps track of trends, primarily through social media, and is quick to jump on the bandwagon of trending shops and never fails to post about them on social media. Because they are good at gathering information, they are also characterized by their strong interest in food that is connected to social issues, such as "ethical food" and "vegan food," which other types tend to have little interest in. Details, including the other five types, will be explained at the seminar to be held on Thursday, November 11th.
[5] Online seminar to be held on Thursday, November 11th! A thorough explanation of how Gen Z actually enjoys food!
The survey will be explained in more detail during the online seminar.
SHIBUYA109 lab. × CCC Marketing sponsored "Generation Z Food Awareness Survey" Results Report Seminar
We will thoroughly analyze how Gen Z actually enjoys food by combining big data based on lifestyle data of T members held by CCC Marketing with the real situation of Gen Z held by SHIBUYA109 lab. We will report on the current state of Generation Z, their consumption behavior, and the six types of food values that emerged from the survey!
■Date and time: Thursday, November 11, 2021, 4:00 PM - 5:30 PM
■Format: Online distribution via ZOOM
■Participation fee: Free
■ Capacity: 400 people
■ Speakers: Mai Nagata (SHIBUYA109 lab.), Shohei Oyama (CCC Marketing)
■How to apply:https://www.cccmk.co.jp/thinktanks/webinar-4
*Deadline: November 10th, 2021 (Wednesday) 18:00
■Organizers: SHIBUYA109 lab./CCC Marketing Co., Ltd.
■ Survey overview
①Web survey for T members
・Survey period: August 11, 2021 to August 25, 2021
Survey organization: CCC Marketing Co., Ltd. T Survey (online survey of T members)
Survey target: Nationwide / Female / 18-24 years old / Student
・Survey design: SHIBUYA109 lab./ CCC Marketing Co., Ltd.
*Sample size: 1,184s
②Qualitative research (group interview) by SHIBUYA109 lab.
・Target audience: High school to university girls who are interested in food
・Number of participants: 2 groups, consisting of 3 high school students and 4 university students
・Considerations based on other past qualitative research
*When quoting or reproducing public data, please specify that this is a "SHIBUYA109 lab. / CCC Marketing Joint Survey."SHIBUYA109 lab.／https://shibuya109lab.jp
*Company names, product names, service names, etc. mentioned in this release are trademarks or registered trademarks of each company.
*TWITTER, TWEET, RETWEET, and the Twitter logo are registered trademarks of Twitter, Inc. or its affiliates.
Materials related to this matter
SHIBUYA109 lab. × CCC Marketing Joint Survey "Survey on Food Awareness of Generation Z"
Inquiries regarding this matter
CCC Marketing Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464
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