Third Survey on Food and Health Awareness Conducted

The Japan Optimized Nutrition Food Association (Chairman: Yu Ito) is promoting initiatives to enhance public well-being through the widespread adoption of 'optimized nutrition food'—meals in which essential nutrients are scientifically balanced. In recent years, interest in 'well-being,' defined as a state of physical, mental, and social wellness, has grown alongside the 'Beyond GDP' movement.

This survey analyzed attitudes toward food and health among 3,000 people nationwide, revealing differences in dietary values across generations and their impact on well-being.

The results indicate a 'health investment gap' between generations, with younger people prioritizing cost and older adults emphasizing nutritional balance.

1. Survey Overview

Participants: 3,000 men and women aged 20–60 across Japan

Survey Period: February 2026

2. Survey Results Report (Excerpt)

"The value of food shifts from 'price' to 'health' across generations"

While 20-somethings prioritize 'price,' 60-somethings place greater importance on 'nutritional balance,' indicating a shift in dietary values from cost to health. Across all generations, 'taste' remains the top priority, confirming that deliciousness is the most important factor.

"Price sensitivity for nutritionally balanced food varies by age"

The survey examined price elasticity if everyday meals and ingredients were improved to be nutritionally balanced without sacrificing taste. The proportion willing to pay more was 62.6% among 20-somethings, rising to 73.8% among 60-somethings—an 11-point difference.

"Optimized nutrition food may contribute to higher well-being"

Among those who have consumed optimized nutrition food, 33.3% reported high well-being—the highest proportion compared to consumers of other health-oriented foods—while only 11.1% reported low well-being, the lowest rate.

◆ Association Comment

Previous studies have shown that food is not merely a source of nutrition but a foundation of well-being, affecting physical, mental, and social health. This survey clearly highlights generational differences in dietary values. It also suggests that consuming optimized nutrition food may be linked to higher well-being, indicating its potential as a key dietary choice in the future.

The association will continue promoting optimized nutrition food to realize well-being through diet.

◆ Full survey report available for download:

<URL> https://www.saiteki-eiyo.org/pdf/20260617_public_report.pdf

About the Japan Optimized Nutrition Food Association

1. Purpose

To contribute to public well-being (a state of physical, mental, and social wellness) by providing meals in which essential nutrients are appropriately balanced according to individual factors such as age, gender, and lifestyle, through the following activities.

2. Activities

(1) Standardization of optimized nutrition food and its evaluation

(2) Registration of nutritional design standards and product certification

(3) Research and surveys on optimized nutrition food

(4) Promotion and dissemination of optimized nutrition food

(5) Other activities necessary to achieve the association’s goals

What is 'Optimized Nutrition Food'?

Optimized nutrition food is scientifically balanced in essential nutrients based on age, gender, and lifestyle, tailored to individual needs, with health impacts verified through human trials. The Japan Optimized Nutrition Food Association registers nutritional designs and certifies products. Since the first certification in July 2023, cumulative shipments of certified products have surpassed 54 million meals*1.

About the 'Optimized Nutrition Food' Certification Mark

The 'Japan Optimized Nutrition Food Association' and 'Optimized Nutrition Food' certification marks are awarded only to products that fully meet the nutritional design standards registered with the association.

Website of the Japan Optimized Nutrition Food Association

[URL] https://www.saiteki-eiyo.org

*1 Calculated from cumulative shipments of certified optimized nutrition food products between July 3, 2023, and March 31, 2026 (based on association research)