[Survey of 1,000 People Aged 20+] What Percentage Feel Price Hikes? Gasoline, Dining Out, and Confectionery Prices Are on 'Highest Alert'

Asmark Inc., a marketing research company, conducted a survey of 1,000 men and women aged 20 and over nationwide to understand Japanese consumers' awareness, countermeasures, and future outlook regarding the prices of goods and services. The results show that consumer price consciousness is on 'highest alert' for gasoline, dining out, and confectionery items, expecting them to 'continue rising,' while utilities and daily necessities are on 'alert' for 'future increases.'

*Survey dates: Monday, May 18, 2026, to Tuesday, May 19, 2026.

Topics

A majority of people feel 'price increases' across all items, with 'rice, bread, and noodles' at 64.1%, the highest.

[Price Increase Forecast] 'Gasoline and kerosene' tops the list with a majority.

[Price Awareness] Gasoline, dining out, and confectionery are on 'highest alert' for 'continued increases'; utilities and daily necessities are on 'alert' for 'future increases.'

[Future Actions] For daily necessities like rice, fresh food, and daily goods, 'looking for cheaper alternatives' is the majority response.

[Future Actions] Responses for utilities and gasoline are polarized between 'doing nothing' and 'reducing usage.'

Background and Purpose of the Survey

In recent years, Japan has seen continuous price increases for everyday goods and services, including food, daily necessities, and energy-related costs. Particularly since 2024, the surge in rice prices has garnered significant social attention.

According to the Ministry of Internal Affairs and Communications, the Consumer Price Index (a comprehensive economic indicator measuring price changes for goods and services purchased by consumers) has risen by 13% from 2020 to 2026.

Reference: Ministry of Internal Affairs and Communications, 'Consumer Price Index (2020-base), National, April 2026'

Given this situation, consumer savings awareness is increasing, and it is believed that awareness of and behavior towards the prices of goods and services are changing.

Therefore, this survey was conducted targeting 1,000 men and women aged 20 and over nationwide to understand Japanese consumers' awareness, countermeasures, and future outlook regarding the prices of goods and services.

The survey aims to clarify 'awareness of price increases over the past year,' 'price outlook for the next year,' and 'future usage intentions for various goods and services.'

About the Information Scale Analysis Axis

In addition to basic attributes like gender and age, this survey also established an analysis axis called the 'Information Scale.'

Specifically, responses to Q1 ('Please indicate how much each of the following items applies to you personally') were scored from 5 to 1 points. The total score (maximum 50 points, minimum 10 points) was calculated, and all respondents were analyzed and divided into three groups based on their level of interest in social conditions: High, Middle, and Low (expressed as HML using the initials).

A majority of people feel 'price increases' across all items, with 'rice, bread, and noodles' at 64.1%, the highest.

When asked whether they felt price increases for various goods and services over the past year (n=people aware of prices for each good/service), more than half of respondents across all categories reported feeling price increases ('feel'), indicating widespread consumer awareness of price hikes.

Among these, the category with the highest proportion of 'feel (strongly aware)' was 'rice, bread, and noodles,' with last year's surge in rice prices considered a contributing factor.

Q2. Do you feel that the prices of the following goods and services have increased over the past year? <'Feel' Score>

Rice, bread, and noodles: 64.1%

Dairy products and eggs: 63.9%

Confectionery and luxury items: 63.4%

Dining out and takeout: 61.5%

Fresh foods (vegetables, fish, meat): 59.6%

Gasoline and kerosene: 59.1%

Cooking oil and seasonings: 58.6%

Daily necessities (toilet paper, detergent, etc.): 54.4%

Electricity, gas, and water bills: 52.5%

Beverages (including alcohol and soft drinks): 52.0%

People feeling price increases tend to be higher among women, those in their 50s, Hokkaido/Tohoku region, and the High information scale group.

[Price Increase Forecast] 'Gasoline and kerosene' tops the list with a majority.

When asked about their outlook for prices of various goods and services over the next year (n=people aware of prices for each good/service), the category with the highest percentage of respondents answering 'will rise' was 'gasoline and kerosene.' This was followed by 'electricity, gas, and water bills' and 'daily necessities.'

Q5. What do you think will happen to the prices of the following goods and services over the next year? <'Will Rise' Score>

Gasoline and kerosene: 51.5%

Electricity, gas, and water bills: 49.3%

Daily necessities (toilet paper, detergent, etc.): 47.6%

Dining out and takeout: 46.8%

Cooking oil and seasonings: 46.1%

Confectionery and luxury items: 46.1%

Fresh foods (vegetables, fish, meat): 45.2%

Dairy products and eggs: 43.9%

Beverages (including alcohol and soft drinks): 42.6%

Rice, bread, and noodles: 39.8%

[Price Increase Forecast] Higher tendency among those in their 30s, Hokkaido/Tohoku region, Kyushu/Okinawa region, and High information scale group.

[Price Awareness] Gasoline, dining out, and confectionery are on 'highest alert' for 'continued increases'; utilities and daily necessities are on 'alert' for 'future increases.'