Changing Consumer Psychology Amid Naphtha Shortage — 60% Feel Anxious, Transparency Over Price Hikes Becomes the Priority

Japan Information Co., Ltd. (Headquarters: Chuo Ward, Tokyo; President and CEO: Keita Saito), a comprehensive marketing research company, conducted an internet-based survey targeting 1,180 men and women aged 16 to 69 across Japan on the 'Survey on Public Awareness of the Impact of Naphtha Shortage.' The survey was conducted from May 28 to May 29, 2026.

Key Findings from the Survey

Findings 1 Approximately 60% of respondents overall expressed anxiety about the current 'naphtha shortage.' In reality, 83.6% in private life and 74.7% in workplaces or jobs reported being 'affected or likely to be affected.' Furthermore, about 40% have already started feeling price increases due to the naphtha shortage.

Anxiety about the 'naphtha shortage' was slightly higher among middle-aged and older age groups compared to younger generations.

Regarding personal life impacts, responses frequently cited 'rising prices' and 'shortages of daily necessities'—issues directly affecting daily life. In contrast, workplace impacts included 'shortages of materials, raw materials, supplies, and consumables,' 'impacts on procurement and delivery schedules,' and 'effects on operations, sales, and profits,' indicating business operation-related consequences.

Findings 2

The so-called 'stealth price hike,' where product content or quantity is reduced while the price remains unchanged, was experienced by 72.8% of respondents. When compared to a 'pure price hike'—where content and quantity remain unchanged but the price increases—'pure price hikes' were significantly more acceptable (39.5%) than 'stealth price hikes' (18.1%).

Among younger generations, 'stealth price hikes' were slightly more acceptable (around 25%), but 'pure price hikes' still remained more acceptable overall.

Findings 3

Overall, tolerance toward simplification of product packaging, containers, and packaging elements due to the 'naphtha shortage' was high. Moreover, for most items, respondents preferred that such simplifications continue in the future rather than being temporary.

Findings 4

Regarding changes in purchase intent due to simplification, over 70% reported 'no change' regardless of product type or purchase channel. However, purchase intent decline was slightly higher for 'less familiar products' compared to 'familiar products.' Among product categories, 'snacks and sweets' showed the highest decline in purchase intent in both cases.

※ Detailed survey results (including additional questions, cross-tabulated data with demographic analysis, and full reports) are available free of charge. Those interested in the report can download it via the link below.

Download Detailed Survey Results and Materials Here

Main Survey Results

① Personal Anxiety Regarding the Impact of 'Naphtha Shortage' on Daily Life

Regarding the 'naphtha shortage,' 25.6% of respondents felt 'anxious' about its impact on their lives. Combined with those who felt 'somewhat anxious,' the top two responses reached 60.7%, exceeding half. Anxiety levels were higher among middle-aged and older generations compared to younger ones. Among men, those in their 30s and 40s showed slightly higher anxiety at around 60%. Among women, those aged 30 and above exceeded 60%, with women in their 50s exceeding 70%.

② Actual Impact of 'Naphtha Shortage' on Daily Life

For personal life, 11.1% reported 'already affected,' 29.9% 'likely to be greatly affected,' and 42.6% 'slightly affected,' indicating impacts on over 80% of respondents. Among employed individuals, 14.4% reported 'already affected' at work, 24.5% 'likely to be greatly affected,' and 35.7% 'slightly affected,' showing impacts on over 70% overall. By industry (with small sample sizes, for reference only), those in 'manufacturing (food and beverages),' 'manufacturing (others),' and 'restaurants' showed particularly high impacts exceeding 80%.

③ Experience with 'Stealth Price Hikes' / Relative Acceptability of 'Stealth' vs. 'Pure' Price Hikes

Regarding 'stealth price hikes,' 35.3% reported 'frequently seeing them' and 37.5% 'occasionally seeing them,' totaling over 70% with exposure. In the relative acceptability comparison between 'stealth' and 'pure' price hikes, 'pure price hikes' (39.5%) were significantly more acceptable than 'stealth price hikes' (18.1%). Among younger demographics—men in their teens and women in their teens to 20s—acceptability of 'stealth price hikes' was slightly higher at around 25%, but 'pure price hikes' still remained more acceptable.

④ Perceptions Toward Simplification of Product Packaging (Color, Design), Containers, and Packaging

Overall, 'positive impressions' toward simplification were higher than 'negative impressions.' Acceptance was also higher for 'familiar products' compared to 'less familiar products.' For both 'familiar' and 'less familiar' products, the most common response was 'not an issue if the content remains unchanged,' followed by 'acceptable if the price remains unchanged.' Among negative impressions, for both product types, 'if simplified, prices should be lowered' was the most common response, exceeding 10%.

⑤ Acceptability of Simplification of Product Packaging (Color, Design), Containers, and Packaging <Overall Comparison>

For 'acceptability of significant simplification,' 7 out of 20 items exceeded 50%. For 'overall acceptability,' 13 out of 20 items exceeded 80%. However, for safety-related items such as 'warning labels,' 'best-by or expiration date labels,' and 'allergy labels,' 'overall acceptability' was in the 60% range, slightly lower. Regarding continuity of simplification, for all items, 'simplification should continue in the future' was chosen by over half, significantly surpassing 'should return to original form eventually.'

⑥ Changes in Purchase Intent Due to Simplification <Category-wise Overall Comparison>

For each product, both 'familiar' and 'less familiar' products, and for both 'physical stores' and 'internet' purchases, over 70% reported 'no change' in purchase intent. For each product, the percentage reporting 'decreased desire to buy' was slightly higher for 'less familiar products' than for 'familiar products.' However, no significant differences were observed between 'physical stores' and 'internet' purchase channels for either 'familiar' or 'less familiar' products.

This survey revealed that the 'naphtha shortage' is tangibly affecting consumers, causing anxiety and inflation concerns. While there are generational differences, 'pure price hikes' were generally more acceptable than 'stealth price hikes.' Additionally, simplification due to the 'naphtha shortage' received more positive than negative responses. Consumers appear highly tolerant of such simplifications. However, for safety-related items such as 'warning labels,' 'best-by or expiration dates,' and 'allergy information,' tolerance was slightly lower, suggesting potential negative reactions if these are simplified.

The above summarizes the key findings from the 'Survey on Public Awareness of the Impact of Naphtha Shortage.'