GOAT Releases Free Analysis Report: 'The True Demand Map of Rakuten Ichiba' Based on 1,149 Keywords

GOAT Inc. has released a free report titled "True Demand Map of Rakuten Ichiba for Food E-commerce Operators," based on an analysis of 1,149 keywords extracted from search suggestions and top-ranking product titles on Rakuten Ichiba. The report provides practical insights into consumer psychology and market structure from a unique perspective.

■ Chasing 'Top-Selling Categories' is No Longer Enough

Data showing that "Seafood/Fishery products represent the largest category (23.2%)" is deceptive. In reality, suggestions for "Buri" (Yellowtail) are filled with Brita water filters, and "Ebi" (Shrimp) results are cluttered with Yebisu Beer and Ebios tablets. The actual food demand is estimated to be around 15-18%, revealing hidden entry opportunities.

Furthermore, while gift-related categories account for only 5.3% on the surface, compound keywords like "XX Gift" exist across various food categories, bringing the actual figure to 25-30% of the total. The premise that "food e-commerce is just a place to sell things to eat" is becoming outdated.

■ Key Contents of the Report

- Chapter 1: Rakuten Ichiba as a 'Sea Market'—Unintended structural biases in category composition.
- Chapter 2: The 'Gift Economy' dominates food e-commerce—5% surface vs. 25-30% reality.
- Chapter 3: Multi-layered 'Health Consciousness'—The trio of additive-free, organic, and functional attributes.
- Chapter 4-5: New consumption motives indicated by 'Subscription' and 'Stockpiling.'
- Chapter 6-7: Five principles for utilizing search noise and winning in food e-commerce.

Shun Yoshinaga, CEO of GOAT, states, "Food e-commerce is still at the threshold of real differentiation competition. You must ask which keywords hold pure intent and which scenes provide irreplaceable experiences. I hope this report helps companies confirm their own strategic positioning."