July 10 is Natto Day! Natto Consumption and Sales on the Rise, Recipe Searches Peak in Summer — Nadia Investigates Summer Natto Demand

Nadia Inc. (Minato City, Tokyo / President & CEO, Yoshinori Katsuragi), operator of the recipe media platform 'Nadia (Nadia)' (URL: https://oceans-nadia.com/), has compiled insights on summer natto demand in conjunction with 'Natto Day' on July 10. The analysis is based on a user survey (※1), Japan's Ministry of Internal Affairs household expenditure survey (※2), and Nadia's own search data.

(※1) [Survey Details] Period: June 26 – July 1, 2026; Respondents: 1,127 Nadia users (varies by question); Conducted by: Internal survey; Target: Nadia registered users; Method: Survey responses collected via email newsletter.

(※2) Source: Statistics Bureau, Ministry of Internal Affairs and Communications, 'Household Survey (Households with Two or More Members) April 2026 (Published June 5, 2026)', 'Item Classification (All Items) (Revised 2025): Monthly Expenditure', 'Item Classification (All Items) (Revised 2020): Monthly Expenditure'.

Spending on the Rise! Natto, a Staple on Japanese Dinner Tables

July 10 is celebrated as 'Natto Day', named after the phonetic wordplay 'na (7) tto (10) u'.

According to the Ministry of Internal Affairs' 'Household Survey', annual household spending on natto (for households with two or more members) increased by 105.2% year-on-year from 2024 to 2025. The latest data (April 2026, published June 5) shows that total spending from January to April 2026 rose 107.0% compared to the same period the previous year (4-month comparison). Despite ongoing inflation, natto consumption continues to grow.

In Nadia's user survey, when asked 'Do you often eat natto in daily life?', the combined responses 'I eat it often (50.0%)' and 'I eat it occasionally (31.1%)' totaled 81.1%. Both statistical data and survey results confirm that natto remains an indispensable part of the Japanese diet.

Nadia's 'Natto' Search Trends Peak in Summer

Regarding the question 'Does your frequency of eating natto change in summer?', 88.2% of respondents answered 'No change', indicating that natto remains a regular part of daily meals even in summer (※3). Nadia's search data also reveals that search volume for 'natto' consistently peaks in August each year.

Reasons for eating natto in summer include: 'It’s affordable and highly nutritious, offering great value (49.9%)', 'I’m conscious about gut health (43.9%)', followed by 'It instantly completes a dish just by opening the pack (31.7%)', 'I want an easy way to replenish protein during summer fatigue (29.0%)', 'It’s the perfect topping for cold summer dishes (21.4%)', and 'It’s smooth and easy to eat even when appetite is low (19.5%)'.

While daily purchase volumes may not vary significantly by season, these responses suggest that users seek creative ways to enjoy natto to 'get through the hot summer' and 'easily obtain sufficient nutrition'.

(※3) Breakdown of responses to 'Does your frequency of eating natto change in summer?': Increases significantly (2.1%), increases slightly (5.0%), no change (88.2%), decreases slightly (3.9%), decreases significantly (0.8%).

Insights from Takano Foods, a Major Natto Manufacturer, on Summer Market Trends

Regarding the 'summer recipe demand' observed in Nadia's search data, a representative from Takano Foods Co., Ltd. (Omitama City, Ibaraki Prefecture / President & CEO, Shigetaka Takano (※4)) shared: 'Summer is a season when appetite tends to decline, so there’s growing popularity for light, flavorful condiment-style natto products. Our “Mountain Wasabi Natto”, which offers a refreshing spiciness, is performing well and receiving positive feedback from many customers.'

While natto is enjoyed year-round, actual market trends confirm that demand continues to expand.

2025 Records Highest Sales in History

'Amazing Natto S-903', supported by natto and lactic acid bacteria for health, and 'Mountain Wasabi Natto', offering a refreshing kick.

(※4) 'Takano' is formally pronounced 'Hashidaka'.

[Nutritionist's Insight] Why You Should Eat Natto During Summer Fatigue

We spoke with Yoshiro Takahashi, a nutritionist and Nadia Artist, about the nutritional benefits of eating natto in summer.

● Ideal for Summer Nutrition: Packed with Nutrients in One Pack

In summer, heat reduces appetite, and meals often lack balanced nutrition. One pack of natto (approx. 45g) efficiently provides protein, vitamins, minerals, and dietary fiber, making it a recommended food for nutritional supplementation when food intake tends to decrease.

● Add Natto to Cold Noodles for Better Nutrition and Health

During summer, meals often revolve around cold noodles like somen and udon. Adding natto allows easy intake of protein and vitamin B complex, improves satiety, and enhances fullness. Additionally, consuming protein and fiber together may help moderate post-meal blood sugar spikes compared to eating noodles alone. Since natto can be eaten raw without heating, it’s easy to incorporate into daily meals even during hot weather.

● Recommended Pairing: Grated Daikon Radish

For a refreshing dish suitable for hot days and low appetite, 'Natto Oroshi Don' (Natto with Grated Radish Bowl) is recommended. Simply mix and serve over warm rice, top with egg yolk and soy sauce. Add optional garnishes like perilla leaves or myoga, or boost protein with canned tuna, mackerel, or salmon flakes. Natto also tastes great when cooked—dishes like natto jeon (Korean-style pancake) or fried natto snacks are perfect for summer.

<Supervised by: Yoshiro Takahashi>

Chef and Triathlete

Born in Kawasaki City, Kanagawa Prefecture in 1988. A recipe developer and head of the Japanese restaurant 'Tako (Hata)' and 'Tako HANARE' in Setagaya, Tokyo. Holds 10 food-related qualifications including chef license, nutritionist, sake sommelier, and ANSA-certified sommelier. Regularly appears in media, develops recipes for food manufacturers, publishes books, and provides restaurant consulting. A strong triathlete, winning age-group titles in national competitions and representing Japan at the World Championships for three consecutive years (2018–2020). Actively promotes the integration of 'Food × Health × Sports' through collaborations with sports brands and health magazines. A father of two, balancing parenting with his career.

Nadia’s Picks: No-Cook Summer Natto Recipe Ideas

Among keywords searched alongside 'natto' on Nadia, 'natto pasta' ranks overwhelmingly first, followed by 'natto fried rice' and 'natto omelet'. Below are recommended natto recipes based on these popular searches—easy to prepare even in hot summer.

After boiling pasta, simply mix!

A delicious combination of natto, noodle soup, miso, and salted kombu.

Kids Devour Natto Pasta by mot