MIRHAMI 2030 “Future Images of Food Consumption", Phase

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SECTION II: GLOBAL REPORT SUMMARY & ANALYSIS Mirhami 2030 Health and Nutrition survey in fiscal year 2003, about 30% of males in thirties to sixties of age group are overweight, and in all age groups, expect for the twenties, overweight male is increasing. Meanwhile, excessive desire with acquiring a slim figure .the skinnier, the better is becoming widespread mainly among young females, due to cultural influences from TV and magazine, and has become a social issue. Dietary Habits Skipping of breakfast has surfaced as a problem. About 30% of males in their twenties start the day without breakfast, and this trend is also growing among children. Skipping breakfast is thought to be associated to a number of negative effects, including disorder due to insufficient energy supply in the morning; the potential for overeating at other mealtimes, which could induce obesity and other lifestylerelated diseases; and many more problems. Importance of food education Needless to say eating is integral to human life, regardless of age. However, we have gradually failed to feel about the importance of people who cook, transport or produce food for people. And also, we don’t usually care about the benefits of nature like soil, the suna and the ecosystem that enable us to cultivate food. We human have sought the convenience since ancient times and we.ve materialized it. However, the very convenience has tended to make us complacent and lazy, and contributed to lose gratefulness toward nature and decline in good eating habits. The basic concept of the Basic Law on Shokuiku Shokuiku should have the purpose of promoting people’s health in body and in mind, as well as enriching human lives; Care should be taken to induce people to develop greater appreciation for and understanding of their diets, including the various roles played by the natural environment and the people who produce, transport and prepare food Nationwide, voluntary movements for promotion of Shokuiku should be developed. Especially parents, educators and daycare providers should actively promote Shokuiku among children. Understanding of dietary issues should be reinforced by taking advantage of all available opportunities, such as at home, in schools and in the community or everywhere, to offer a variety of foodrelated experiences and activities. Awareness and appreciation of traditional Japanese food culture as well as food supply/demand situations should be promoted, and opportunities of interaction between food producers and consumers should be created, in order to revitalize rural farming and fishing regions, and to boost food selfsufficiency in Japan. Appropriate information on food safety should be offered, in order to help people to practice proper diets. The Basic Plan for Promotion of Shokuiku The law stipulates that Shokuiku shall be encouraged through formulation and implementation of the Basic Plan for Promotion of Shokuiku (hereinafter referred to as the .The Basic Plan.). The Basic Plan is to be formulated by the Shokuiku Promotion Conference, chaired by the Prime Minister. It should be noted that The Basic Law calls for prefectural, municipal, town and village governments to come up with their own locallevel Shokuiku promotion plans, based on the national basic paln. The Basic Plan is expected to be formulated by four elements; fundamental policies, objectives, comprehensive measures for promotion of Shokuiku, and other requirements for comprehensive and consistent implementation of the plan. © Finpro & Finland Futures Research Centre 32
SECTION II: GLOBAL REPORT SUMMARY & ANALYSIS Mirhami 2030 The Basic Plan is expected to implement the following measures in the Comprehensive measures for promotion of Shokuiku: promotion of Shokuiku at home, in schools, in daycare facilities, and in the communities; development of a national Shokuiku movement; promotion of interaction between food producers and consumers; support for activities designed to preserve traditional food culture, promotion of research and studies on diet, including food safety and nutrition, and promotion of information offering and of knowledge exchange activities. To promote Shokuiku, deep connection between concerned government offices, such as the Cabinet Office.s Food Safety Commission (FSC), and the Ministry of Education, Culture, Sports, Science and Technology (MEXT), the Ministry of Health, Labour and Welfare (MHLW), and the Ministry of Agriculture, Forestry, and Fisheries (MAFF), is essential. It is worth noting that, under the leadership of the Cabinet Office (CAO), those government offices will share a common understanding about Shokuiku in order to develop and implement necessary measures in a comprehensive and consistent manner. Local governments are also expected to have appropriate connection between related departments or institutions to work on Shokuiku progresses. From an international perspective, the comprehensive approach based on such a wideranging concept is considered to be unique to Japanese Shokuiku, whereas in the West, more limited approaches such as nutrition education programs aimed at reducing obesity and organized participation in agricultural education farms are practiced. For this reason, Japanese government transmits the concept of Shokuiku to foreign countries actively in accordance with the Basic Plan. 2.4 CONSUMERISM: FOOD HABITS AND PATTERNS By culture Similarities between different cultures? Trends in changes of food habits Food habits (consumption habits, daily meal schedules, eating alone or together with the friends/family, who is cooking/buying*), changes, reasons for change § for all these items we don’t have answers in our reports 2.4.1 America: Canada & USA After decades of decline in the simple ritual of family dinners, there is evidence that many families are making the effort to gather at the dinner table. A random nationwide survey by the National Center on Addiction and Substance Abuse at Columbia University found a recent rise in the number of children ages 12 to 17 who said they ate dinner with their families at least five times a week, to 58 percent in 2005 from 47 percent in 1998 (Kitchen Gardner’s International). LOHAS Consumers Consumers of the LOHAS (Lifestyle of Health and Sustainability) market segment, or Lohasians, are concerned with health and fitness, the environment, personal development, sustainability, and social justice. Lohasians make up approximately 16% of the American adult population, or 35 million consumers. This group regularly purchases ecofriendly products and plays an active role in protecting the environment. © Finpro & Finland Futures Research Centre 33
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Page 3 and 4: TABLE OF CONTENTS SECTION I: INTROD
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SECTION IV: ASSUMPTIONS & CONCLUSIO
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