Ranking of Things People Absolutely Don't Want to Cut Back On Despite Financial Hardship: Survey of 500 Men and Women

Emfuro Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative: Yosinori Kitawaki) conducted an awareness survey targeting 500 men and women aged 20 and over on 'items they do not want to cut back on despite financial hardship,' and has ranked the results.

Many people may be feeling the burden on household budgets due to rising prices of food, daily necessities, and utilities.

However, even while recognizing the need to save, there are certain expenses that people are reluctant to reduce.

This time, Craudia Recruitment Site Creation Service, operated by Emfuro Co., Ltd., conducted a questionnaire survey of 500 men and women aged 20 and over regarding 'items they absolutely do not want to cut back on even if their household finances are tight.' The results have been compiled in ranking format.

Comments on the survey results have been provided by Midori Ohno, Representative of Fuyo Takken FP Office LLC.

【Request for Quoting and Republishing Data】

When using the survey results or images from this press release, please include a link to the official website URL of 'Craudia Recruitment Site Creation Service' (https://craudia-recruit-create.com/) as the source.

【Survey Overview】

Target: Men and women aged 20 and over

Survey Period: June 17, 2026

Survey Organization: In-house survey

Survey Method: Internet-based voluntary responses

Valid Responses: 500 (357 women / 143 men)

Respondent Age Distribution: 20s: 19.6% / 30s: 32.2% / 40s: 28.0% / 50s: 15.6% / 60 and over: 4.6%

【Survey Results Summary】

- 96.8% of respondents feel financial hardship in daily life

- The top item people absolutely do not want to cut back on despite financial hardship is 'food expenses'

- The first expense people actually cut back on for household savings is 'food expenses'

96.8% of respondents feel financial hardship in daily life

The percentage of people who feel financial hardship in daily life reached 96.8% when combining 'strongly feel (62.4%)' and 'somewhat feel (34.4%)'.

Even 'strongly feel (62.4%)' alone exceeds 60%, indicating that many people are acutely aware of financial strain.

On the other hand, those who 'do not feel much (3.2%)' have become quite rare. Although 'do not feel at all' was an option, no one selected it.

Top item people absolutely do not want to cut back on despite financial hardship is 'food expenses'

When asked about 'items they absolutely do not want to cut back on despite financial hardship,' the top answer was 'food expenses (33.8%)'. This was followed by 'expenses related to children (19.6%)' in second place and 'expenses related to hobbies (15.8%)' in third.

First, expenses that support daily life and family, such as 'food expenses' and 'expenses related to children,' ranked high. Overall, many people are trying to protect spending on hobbies, luxury items, and travel—things not essential for survival but that contribute to emotional richness and comfort.

<1st Place: Food Expenses>

- Healthy meals. I believe that eating healthily improves sleep and recovery from fatigue, enriching daily life. (Male, 20s)

- I try to buy domestically produced meat and vegetables. Since it goes into my body, I believe domestic products are safe and reliable. (Female, 30s)

- Rice. If I lower the quality, it won't taste good. Daily essentials like this are not something I want to cut back on. (Male, 50s)

Although food expenses are often among the first to be reduced, some people are unwilling to cut them. Meals significantly affect 'health' and 'satisfaction in daily life.'

Additionally, many respondents emphasized using safe and reliable ingredients. Even while being mindful of saving, people do not want to compromise on 'nutritional balance,' 'safety,' or 'taste.'

<2nd Place: Expenses Related to Children>

- I don't want my child to feel inferior compared to others. (Male, 30s)

- I believe education and extracurricular activities must not be cut, as they contribute to a brighter future for my child. (Female, 40s)

Some parents feel strongly about not cutting expenses related to their children. Specific items mentioned include 'monthly fees for extracurricular activities,' 'birthday gifts for children,' and 'food for children.'

Parents want to spend on their children despite financial hardship, considering their future, happiness, and health. There is also a concern about avoiding negative impacts on children's self-esteem and social relationships due to economic reasons.

<3rd Place: Expenses Related to Hobbies>

- Going to live concerts. Even though travel and ticket costs add up, it gives me hope to live, so I don't want to cut back. (Female, 20s)

- In-app purchases for smartphone games. It's my biggest enjoyment. (Male, 30s)

- Although not directly related to food, clothing, or shelter, cutting back reduces life's pleasures and could lead to mental instability. (Male, 50s)

Specifically, expenses related to gaming, fan activities, reading, and video streaming were mentioned.

For those who view hobbies as 'something that enriches life and provides vitality' or 'emotional support,' it is natural to want to protect such spending. Hobbies are not just time-killing entertainment but important elements that keep one's spirit positive.

Although not directly necessary for survival, cutting back on such pleasures may reduce overall life satisfaction.

<4th Place: Luxury Item Expenses>

- Convenience store coffee. I don't drink it every day, but it's a small joy, so it's hard to cut back. (Female, 30s)

- Coffee-related expenses. It's both a hobby and a factor that helps regulate my daily routine. (Male, 60s+)

Many respondents listed coffee, tea, and similar luxury items as expenses they do not want to cut.

Luxury items often serve as 'small daily pleasures' or 'means of relaxation and refreshment.' Since many consume them habitually, they become part of daily routines, making them difficult to eliminate.

Because they are both enjoyable and habitual, they are hard to cut.

<5th Place: Beauty Expenses>

- Skincare items like 'cleanser,' 'sunscreen,' and 'toner.' Neglecting daily care could lead to future spots and wrinkles, requiring more spending later. (Female, 20s)

- Hair salon expenses. Hair is an important part of one's appearance, and although each visit is costly, I don't go frequently. (Female, 30s)

This category received many responses, especially from women. Concerns about cutting beauty expenses include 'poor grooming,' 'skin problems,' and 'higher future beauty costs.'

Interest in beauty varies, and compared to food or daily necessities, it is often seen as less urgent or necessary. Therefore, beauty expenses are often postponed, but many still value them highly.

<6th Place: Travel Expenses>

- Travel and personal experiences. I think there are many experiences that can only happen now. (Male, 20s)