Online Purchase of Wagyu/Kuroge Wagyu: Top Occasion is 'Reward for Myself', Budget of 5,000-7,999 Yen Most Common at 35%

■Survey on the Actual Usage of Online Shopping for Wagyu/Kuroge Wagyu

Wagyu and Kuroge Wagyu are synonymous with 'special occasion feasts' on Japanese dining tables.

With hometown tax payments and food delivery services becoming commonplace, we are now in an era where branded beef from production areas can be easily enjoyed at home. However, when it comes to actually buying Wagyu online, many people may still hesitate.

So, what experiences and feelings do people have regarding online Wagyu purchases?

This time, we conducted a survey on 'Actual Usage of Online Shopping for Wagyu/Kuroge Wagyu' targeting 500 men and women nationwide, in collaboration with the meat specialty store 'Takahashi Chikusan Shokuniku Co., Ltd.'

*When citing the content of this press release, please comply with the following:

- Indicate that the source is a survey by 'NEXER Inc. and the meat specialty store Takahashi Chikusan Shokuniku Co., Ltd.'
- Provide a link to Takahashi Chikusan Shokuniku Co., Ltd. (https://takahashi-beef.jp/)

Survey Overview: 'Questionnaire on Actual Usage of Online Shopping for Wagyu/Kuroge Wagyu'

Survey Method: Internet questionnaire

Survey Period: May 25, 2026 - May 28, 2026

Survey Target: Men and women nationwide

Valid Responses: 500 samples

Question Items:

Question 1: Have you ever purchased Wagyu/Kuroge Wagyu through online shopping?

Question 2: Please tell us the reason.

Question 3: In which situations do you purchase or would like to purchase Wagyu/Kuroge Wagyu online? (Multiple choices allowed)

Question 4: What is the most common situation? Also, please tell us the reason.

Question 5: What is your approximate budget per purchase for Wagyu/Kuroge Wagyu you buy or would like to buy online?

Question 6: Please tell us the reason for your budget range.

Question 7: What is the most important point for you when choosing an online Wagyu/Kuroge Wagyu retailer?

Question 8: What services would you be happy to have for online Wagyu/Kuroge Wagyu purchases? (Multiple choices allowed)

Question 9: What service do you want the most? Also, please tell us the reason.

*Note: Percentages are rounded to the second decimal place, so totals may not equal 100%.

■84.6% Answered 'Have Never Purchased'

First, we asked whether they had ever purchased Wagyu/Kuroge Wagyu online.

As a result, 7.8% answered 'Have purchased before', 7.6% answered 'Have not purchased but am interested', and 84.6% answered 'Have never purchased'.

Even when combining those who have purchased and those who are interested but have no experience, it only accounts for about 15% of the total. It appears that online Wagyu shopping is not yet a familiar option for many people.

We also asked for the reasons, and here are some excerpts.

From those who answered 'Have purchased before':

- Because it looked delicious (Male in his 20s)
- Because I wanted to indulge at home (Female in her 20s)
- Because it's easy to get (Male in his 20s)

From those who answered 'Have not purchased but am interested':

- I like meat, but it seems expensive and out of reach (Female in her 20s)
- I really like meat. However, I'm worried about the delivery method (Female in her 20s)
- It seems like I could get a good deal (Female in her 40s)

From those who answered 'Have never purchased':

- It's expensive and the fat is heavy, causing indigestion (Female in her 20s)
- I don't know which one to buy (Male in his 20s)
- Because I'm worried it might be different from the actual product (Female in her 30s)

From those with purchase experience, we heard comments like 'I want to indulge at home' and 'It's easy to get'. This suggests that some people are attracted to the convenience unique to online shopping and the ability to enjoy a special feeling at home.

On the other hand, those who are interested but haven't purchased, or have no purchase experience, expressed concerns about 'price', 'delivery methods', 'how to choose', and 'differences from the actual product'.

Perhaps because Wagyu/Kuroge Wagyu is a special ingredient, many people want to compare carefully before purchasing. If product features, delivery methods, and taste differences are communicated clearly, online purchases might become a more familiar option.

■48.1% Answered Purchase Occasion is 'Reward for Myself'

Next, we asked those who have purchased or are interested about the situations in which they buy or would like to buy Wagyu online.

The most common answer was 'Reward for myself' at 48.1%.

This was followed by 'Family gatherings / everyday dining table' at 42.9%, and 'New Year's holidays' at 35.1%.

Furthermore, 'Gifts such as Ochugen and Oseibo' was 31.2%, 'Celebrations for birthdays and anniversaries' was 26.0%, 'Entertaining guests' was 10.4%, and 'Other' was 1.3%.

We also asked about the most common situation and its reason. Here are some excerpts.

What is the most common situation? Also, please tell us the reason.

- I often buy it as a reward for work (Male in his 20s)
- Anniversaries, because it's special (Female in her 20s)
- When I want to eat sukiyaki, Wagyu is the best (Male in his 20s)
- A reward for myself. I want to eat something delicious to get energy to work hard again the next day (Female in her 30s)
- I want to use it for slightly special days at home (Male in his 40s)
- New Year's holidays. Because it's an opportunity to have a meal together with family (Male in his 50s)

We saw comments indicating a desire to choose Wagyu as 'a reward for working hard' or 'a meal for a special day'. It appears that Wagyu is chosen for occasions where a little extra special feeling is desired, rather than for everyday meals.

On the other hand, there were also comments mentioning enjoying it with family or close people, such as 'opportunities to have a meal with family' or 'when I want to eat sukiyaki'. Wagyu purchased online seems to be perceived as an option to enjoy a special meal at home.

■35.1% Answered Budget Range is '5,000 - 7,999 Yen'

Next, we asked those who have purchased or are interested about their budget per purchase for Wagyu/Kuroge Wagyu online.

The most common answer was '5,000 - 7,999 yen' at 35.1%.

This was followed by '3,000 - 4,999 yen' at 26.0%, and '10,000 yen or more' at 20.8%.

Furthermore, '8,000 - 9,999 yen' was 11.7%, and 'Up to 2,999 yen' was 6.5%.

We also asked for the reasons. Here are some excerpts.

From those who answered '5,000 - 7,999 yen':

- It's the sweet spot for deliciousness, not too cheap, not too expensive (Female in her 20s)
- I live alone, so I don't need a large quantity (Female in her 20s)
- Because it's good value for money (Female in her 40s)

From those who answered '3,000 - 4,999 yen':

- Because I want to buy it within my household budget (Male in his 20s)
- Because I thought around 3,000 to 4,000 yen would be good (Male in his 40s)
- An amount that doesn't make people feel obliged (Male in his 40s)

From those who answered '10,000 yen or more':

- Delicious meat is expensive (Male in his 20s)