Mobile Retail Survey: 70% of Consumers Buy Due to Attraction
NEXER Co., Ltd. and Green Auto Co., Ltd. conducted a survey on mobile retail usage among 500 people in Japan, revealing that 35% have used a mobile food truck and that most purchases are impulsive.
📋 Article Processing Timeline
- 📰 Published: May 25, 2026 at 22:00
- 🔍 Collected: May 25, 2026 at 13:31
- 🤖 AI Analyzed: May 27, 2026 at 14:51 (49h 19m after Collected)
## Survey on Mobile Retail Usage
Mobile food trucks have become a common sight in streets, residential areas, and event venues, providing freshly made food and drinks. NEXER and Green Auto conducted a survey of 500 men and women across Japan to determine the actual usage rate of these services.
### 35.0% Have Used Mobile Food Trucks
When asked about their experience with mobile retail, 26.4% reported using it in the past, 7.6% use it occasionally, and 1.0% use it frequently. Combined, 35.0% of respondents have used a mobile food truck, while 65.0% have never used one.
### Top Purchased Items: Bread and Sweets (57.1%)
Among those with shopping experience, the most commonly purchased items were bread, snacks, and sweets (57.1%), followed by bento boxes and deli items (36.0%), and drinks and coffee (18.9%).
### 70.3% Purchased Due to Attraction
When asked about their primary motivation for purchasing, 70.3% stated, 'I didn't plan to buy anything, but I was attracted to the vehicle.' This indicates that for 7 out of 10 people, the purchase was a result of a spontaneous encounter.
### Demand for New Products: 22.9%
Finally, 22.9% of users expressed a desire for specific items to be sold in the future, while 77.1% had no particular requests.
Mobile food trucks have become a common sight in streets, residential areas, and event venues, providing freshly made food and drinks. NEXER and Green Auto conducted a survey of 500 men and women across Japan to determine the actual usage rate of these services.
### 35.0% Have Used Mobile Food Trucks
When asked about their experience with mobile retail, 26.4% reported using it in the past, 7.6% use it occasionally, and 1.0% use it frequently. Combined, 35.0% of respondents have used a mobile food truck, while 65.0% have never used one.
### Top Purchased Items: Bread and Sweets (57.1%)
Among those with shopping experience, the most commonly purchased items were bread, snacks, and sweets (57.1%), followed by bento boxes and deli items (36.0%), and drinks and coffee (18.9%).
### 70.3% Purchased Due to Attraction
When asked about their primary motivation for purchasing, 70.3% stated, 'I didn't plan to buy anything, but I was attracted to the vehicle.' This indicates that for 7 out of 10 people, the purchase was a result of a spontaneous encounter.
### Demand for New Products: 22.9%
Finally, 22.9% of users expressed a desire for specific items to be sold in the future, while 77.1% had no particular requests.
FAQ
How many people have shopped at mobile vending trucks?
In a survey of 500 men and women nationwide, 35.0% of respondents said they have shopped at mobile vending trucks.
What is the most purchased item from mobile vending trucks?
Among the respondents, 57.1% said they purchased 'bread, pastries, and sweets,' which ranks first.
What is the main reason for purchasing from mobile vending trucks?
The most common reason is 'I was not planning to buy anything, but was attracted to the mobile vending truck and made a purchase,' at 70.3%.
When was the survey conducted?
The survey was conducted from May 12 to May 19, 2026.
How many valid responses were received in the survey?
The survey targeted 500 men and women nationwide and received 500 valid responses.