MIRHAMI 2030 “Future Images of Food Consumption", Phase

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SECTION II: GLOBAL REPORT SUMMARY & ANALYSIS Mirhami 2030 Some food fads may incorporate a combination of categories. In Japan, this concept of Food faddism was introduced by Prof. Kuniko Takahashi in around 1998. According to Prof. Takahashi, there are several condition will be needed as become phenomenon among people. § luxury level in economy § the age of gluttony § tend to disregard of traditional culture § inundation of technical/special scientific word. in general, and the lack of people knowledge of understand the real meaning Japanese Case It have been seen this phenomenon of this food faddism among Japanese consumer. The consumers tend to believe the information provided by media easily, which introducing good for the health food through TV program. The media power is very strong toward consumer and even effect to the business aspect and thus the business side is always paying attention what kind of food /products introduced by the media such as TV program, magazine. If one TV program introduces one product, the sales of this product increase 2030% up compare to in regular sales. In that sense, the food company tries to take every opportunity as much possible to utilize such information in order to increase the sales. When the things go too far, the things will go wrong. The following is one case of gone over the edge. TV program and magazine introduce the article regarding the certain tea, which believe to have function of reduce fat. Thus the female especially younger generation jump at the article and the products become well selling product all of the sudden. One day after the certain time passed, several people start to complain about the change of physical condition. Some of their physical condition went wrong and some of them died. One of the component effects to the body and those who are weak of this effect died. This typical example of faddism shows that seriousness of food faddism problem. The consumer tends to believe the convenient information easily and would not consider the negative information. Food Safety Japanese consumers have always been highly concerned about food safety. In recent years outbreaks of BSE (mad cow disease) and bird flu, incidents of pesticide residue in vegetables and false countyoforigin labeling have further heightened consumer suspicions and anxieties. These movements are accelerating to create traceability systems that give priority to confidence in food safety by disclosing production histories, ingredients and additives not only for fresh foods but also processed foods. In addition, consumers are becoming extremely healthconscious, and emphasizing the health benefits of food for preventing lifestyle disease etc. has become a key element of success in the food business. Isolate Eating / Individual Eating I can find may article relate Isolate Eating/ Individual Eating in everywhere. This entire article concluded that there is some kind of connection reflecting on the recent social problem such as crime, etc. Isolate eating will lead lack of communication between Individual Eating: there are 2 meaning of this term. One of the recent eating habits is to r dine individually. For example, eating the dinner with family however the each of them eat different menu. The food is packaged as one portion. Isolate Eating There are many children taking supplementary private school after the regular school. © Finpro & Finland Futures Research Centre 38
SECTION II: GLOBAL REPORT SUMMARY & ANALYSIS Mirhami 2030 They usually study until very late at this supplementary private school. So they can not eat dinner at home with other member of family. Those children buy the bento box. Naka Shoku (homemeal replacement) Naka Shoku (homemeal replacement) has been rapidly increasing in Japan. Naka Shoku is the term use as homemeal replacement. It’s categorized as between Uchi shoku (cook meal at home) and Gai Shoku (eat outside). Naka Shoku defines as; buying cooked food such as deli to home dining instead of cooking meal at home. There are 3 types of Naka Shoku: § Take out: buying lunch box, deli etc to home § Delivery: delivery pizza, delivery sushi etc. § Catering: cook by famous restaurant chef at home The reason for the increase of Naka Shoku is the increase of nuclear family, individual eating, and the rates of women who work outside, etc. Home expenditure for homemeal replacement has been rapidly increasing. The expenditure on homemeal replacement for each family was 48,361JPY (312 EUR)/year in 1980, it’s been creasing and 2003 was 101,287JPY (653EUR) /year. It’s almost doubled in 20 years. Comparison with other food related expenditure, the rate of increase is remarkable. This trend seems to be continuing. 2.5 RETAILING 2.5.1 America: Canada & USA In the past 20 years, the relative importance of British and French origins has diminished in Canada. Citizens with exclusively British or French backgrounds now make up less than half of the population and present immigration trends will only decrease that figure. This changing ethnic mix is affecting the demand for food. There is a need for research on the ethnic communities that are fastgrowing, large enough to be viable, and whose food demands are potentially less wellknown to Canadian food producers, processors and distributors. Three of Canada’s five fastestgrowing ethnic communities are AsianChinese, South Asian and Middle Eastern origins. These consumers have different food spending habits than the general Canadian populationEast Asian/Chinese consumers spend more on foodservices and at specialty stores, but less at supermarkets; South AsianCanadians spend less on foodservices; and Middle EasternCanadians spend less on foodservices and at supermarkets, but more at specialty stores. These ethnic consumers generally spend more on fresh foods and less on processed products. In many instances, food products are imported to satisfy the needs of these and other ethnic markets. Large ethnic communities are predominately found in the country's major urban areas— namely Toronto, Vancouver and Montrealwhich also tend to receive the greatest number of new immigrants. The changing ethnic mix places different ethnic communities in contact with each © Finpro & Finland Futures Research Centre 39
Page 1 and 2: MIRHAMI 2030 “Future Images of Fo
Page 3 and 4: TABLE OF CONTENTS SECTION I: INTROD
Page 5: 3.4 DRIVING FORCES AND TRENDS BY CO
Page 8 and 9: SECTION I: INTRODUCTION 8 Mirhami 2
Page 10 and 11: SECTION I: INTRODUCTION 10 Mirhami
Page 12 and 13: SECTION I: INTRODUCTION 12 Mirhami
Page 14 and 15: SECTION II: GLOBAL REPORT SUMMARY &
Page 58 and 59: SECTION III: IMPACT ON THE FINNISH
Page 76 and 77: SECTION IV: ASSUMPTIONS & CONCLUSIO
Page 86: SECTION IV: ASSUMPTIONS & CONCLUSIO

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