"Beyond Just Cost-Performance": Three Types of "Performance" Consumers Value — The Emerging Trend "Men-pa" for Reducing Mental Burden
A survey on consumer performance awareness covering the recognition and importance of Cos-pa (Cost-Performance), Tai-pa (Time-Performance), and Men-pa (Mental-Performance).
📋 Article Processing Timeline
- 📰 Published: March 28, 2026 at 00:04
- 🔍 Collected: March 28, 2026 at 21:59 (21h 54m after Published)
- 🤖 AI Analyzed: April 15, 2026 at 01:32 (411h 32m after Collected)
Nippon Information Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Keita Saito), a comprehensive marketing research firm, conducted an internet survey titled "Actual State of Performance Awareness in Daily Life: Survey on 'Cos-pa,' 'Tai-pa,' and 'Men-pa'" among 1,035 men and women aged 16 to 69 nationwide. The survey was conducted from March 2 to March 3, 2026.
Findings from the Survey:
■ Findings 1:
While awareness of 'Cos-pa' stands at 85.8% and 'Tai-pa' at 78.9%, 'Men-pa' remains at 26.0%. Daily life awareness also shows 64.5% for 'Cos-pa' and 45.5% for 'Tai-pa,' while 'Men-pa' is at 20.2%, indicating it is still in the process of gaining traction.
Recognition of 'Cos-pa' is high among men and women in their 40s and older, with a trend of increasing 'Cos-pa' awareness among men as they age. For 'Tai-pa,' awareness and consciousness are high among men in their 40s. For women, recognition is high in the 30s to 50s range, but awareness is higher among the younger generation (10s and 20s). 'Men-pa' recognition is high among men in their 40s and women in their 10s and 20s, while awareness is higher among younger demographics like men in their 10s and women in their 20s.
■ Findings 2:
In daily life, 'Cos-pa' is most valued in 'shopping' and 'meals/cooking,' 'Tai-pa' in 'housework' and 'daily errands,' and 'Men-pa' in 'socializing/relationships' and 'rest/relaxation/healing.'
Regarding awareness during purchase and selection in daily consumption: 'Cos-pa' is high for 'eating out,' 'processed foods,' 'sweets/desserts,' and 'clothing/fashion.' 'Tai-pa' is high for 'processed foods,' 'cleaning/laundry supplies,' and 'domestic travel.' 'Men-pa' is high for 'domestic travel' and 'entertainment.' A segment of consumers values both 'Cos-pa' and 'Tai-pa' for daily necessities such as 'processed foods' and 'cleaning/laundry supplies,' as well as leisure-related items like 'domestic travel' and 'eating out.'
Findings from the Survey:
■ Findings 1:
While awareness of 'Cos-pa' stands at 85.8% and 'Tai-pa' at 78.9%, 'Men-pa' remains at 26.0%. Daily life awareness also shows 64.5% for 'Cos-pa' and 45.5% for 'Tai-pa,' while 'Men-pa' is at 20.2%, indicating it is still in the process of gaining traction.
Recognition of 'Cos-pa' is high among men and women in their 40s and older, with a trend of increasing 'Cos-pa' awareness among men as they age. For 'Tai-pa,' awareness and consciousness are high among men in their 40s. For women, recognition is high in the 30s to 50s range, but awareness is higher among the younger generation (10s and 20s). 'Men-pa' recognition is high among men in their 40s and women in their 10s and 20s, while awareness is higher among younger demographics like men in their 10s and women in their 20s.
■ Findings 2:
In daily life, 'Cos-pa' is most valued in 'shopping' and 'meals/cooking,' 'Tai-pa' in 'housework' and 'daily errands,' and 'Men-pa' in 'socializing/relationships' and 'rest/relaxation/healing.'
Regarding awareness during purchase and selection in daily consumption: 'Cos-pa' is high for 'eating out,' 'processed foods,' 'sweets/desserts,' and 'clothing/fashion.' 'Tai-pa' is high for 'processed foods,' 'cleaning/laundry supplies,' and 'domestic travel.' 'Men-pa' is high for 'domestic travel' and 'entertainment.' A segment of consumers values both 'Cos-pa' and 'Tai-pa' for daily necessities such as 'processed foods' and 'cleaning/laundry supplies,' as well as leisure-related items like 'domestic travel' and 'eating out.'