[Part 2] Consumer Survey in 3 Emerging Countries (Kazakhstan, Sri Lanka, Bangladesh): Market Characteristics and Japanese Perception through Values, Lifestyles, and Dietary Habits

DataSpring Inc. (Headquarters: Chiyoda-ku, Tokyo; CEO: Tomohiro Hosono) has conducted an independent survey using its proprietary overseas panels, targeting three emerging countries: Kazakhstan, Sri Lanka, and Bangladesh.

In the first part, we provided an overview of the market structures and values of these three countries by surveying Gen Z and Gen Y, covering basic attributes such as household composition, occupation, income, and expenditure, as well as life priorities, ideal lifestyles, work views, and impressions of Japan. In this follow-up article, we focus on dietary habits, a theme not fully covered in the first report. By examining daily meal patterns, seasoning usage, and the realities of dining out and home-meal replacements, we decode the differences in dietary behavior and the resulting consumer needs.

Moving forward, we plan to release the third part, 'Work and Housing' (scheduled for June), and continue our research in Sub-Saharan Africa, Latin America, and the Europe/Middle East/North Africa regions.

[Survey Highlights]
1. Home cooking is the center of meal patterns in all three countries.
Home cooking is the mainstay on both weekdays and weekends. However, differences emerge on weekends. In Sri Lanka, dining out for dinner increases from 14% on weekdays to 26% on weekends, while in Bangladesh, dining out rates rise for breakfast, lunch, and dinner. In Kazakhstan, the home cooking rate for dinner is high at 72%, especially among Gen Y.

2. Dietary priorities vary by meal type.
Values prioritized in meals differ depending on whether it is home cooking, home-meal replacement, or dining out. 'Safety and health' are prioritized for home cooking, 'convenience' for home-meal replacements, and 'enjoyment' for dining out. In home cooking, Sri Lanka and Bangladesh prioritize 'safety and health,' while Kazakhstan shows higher awareness of 'taste' and 'cost savings.'

3. Seasoning: Western-style in Kazakhstan, spice-based in South Asia.
Sri Lanka and Bangladesh feature a food culture that uses many spices, such as turmeric, chili, and cumin. In Kazakhstan, usage of tomato paste, ketchup, mayonnaise, and butter is high, showing a greater reliance on sauces and oil-based seasonings.

4. Local cuisine is mainstream, with multinational trends in Kazakhstan.
While local cuisine is the most consumed in all three countries, Kazakhstan shows a high penetration of Russian cuisine and a trend toward multinational food culture. Gen Z, in particular, shows acceptance of Korean, Italian, and Japanese cuisine.

5. Tea is the mainstream beverage; health appeals vary by country.
Tea is the most consumed beverage in all three countries. Regarding health, Sri Lanka shows a strong tendency to avoid additives like artificial sweeteners, while Bangladesh is characterized by high interest in 'Halal.'

6. Instant food is a daily category.
Instant food is a daily category in all three countries. In Bangladesh, 45% of respondents use it '2-3 times a week,' indicating it is a quasi-staple food.