83% Feel Livelihoods Have Become "Difficult" Due to Rising Prices; 16% Do Not Feel So

[KSI Online Survey] Awareness Survey on Rising Prices (6th Survey)

Kioicho Strategy Institute Co., Ltd. (KSI), headquartered in Minato-ku, Tokyo, and led by President Naoya Bessho, provides comprehensive consulting in the public affairs domain, including policy activities and risk management support for companies challenging new industries. KSI conducts online surveys approximately twice a month, focusing on current topics.

Survey Overview

While discussions on zero consumption tax rates for food and a tax credit with benefits are progressing in the Social Security Council established by the government, the attack on Iran by the US and Israel has led to rising crude oil prices and a weakening yen. To understand perceptions of current price increases and desired policies, an online survey was conducted on March 16th targeting 1,000 individuals nationwide aged 18 and over.

Survey Results Summary When asked how their perception of rising prices has changed compared to one year ago, 89.9% responded "feel higher" (90.3% in the previous survey on November 26, 2025), while 7.6% felt "no change" (6.7%) and 1.9% felt "lower" (1.7%).

Among those who felt prices were "higher," the proportion was in the 70% range for those in their 20s, increasing with age, reaching the mid-90% range for those aged 70 and over. By occupation, teachers had the lowest rate at around 70%.

83% Feel Livelihoods Have Become "Difficult" Due to Rising Prices

When asked whether they felt their livelihoods had become difficult due to rising prices, a total of 83.0% responded "feel very much" or "somewhat feel," while 16.0% responded "do not feel at all" or "do not feel much."

Looking at those who selected "feel very much" by region, Hokkaido had the highest rate at over 50%, while Shikoku had the lowest at around 20%. By occupation, students had the highest rate at over 70%, while teachers and full-time homemakers/househusbands had the lowest rates at around 10%. By supported political party, Reiwa Shinsengumi and others had the highest rate at over 60%, while the Liberal Democratic Party, the Constitutional Democratic Party (excluding those who also support centrist parties), and the Komeito Party (excluding those who also support centrist parties) all had the lowest rates at around 20%.

Specific situations where price increases are felt (multiple responses) were "purchasing food" at 94.4% (93.8% in the previous survey on November 26, 2025), followed by "purchasing daily necessities" at 69.6% (67.9%) and "paying for utilities such as electricity and gas" at 52.9% (50.4%).

When asked about actions taken to cope with rising prices (multiple responses), the top three were "utilizing points and coupons" at 72.9% (76.1% in the previous survey on November 26, 2025), "buying at discount stores or other cheap stores" at 50.5% (43.9%), and "reducing food expenses..."