80% of People Are Saving but Can't Cut Certain Expenses: A Survey of 1,024 People Reveals Real Consumer Behavior in the Age of High Prices

Panforyou Co., Ltd. (Headquarters: Kiryu City, Gunma Prefecture; CEO: Kenta Yano), which operates 'Pansuku,' a service delivering frozen bread from bakeries nationwide to customers' homes, has announced the results of a survey conducted among Pansuku members (1,024 valid responses).

Amidst continuous price increases for food and other goods, consumers are increasingly discerning about 'what to save on and what to protect.' This survey revealed that the top category people are unwilling to reduce spending on, even with high prices, is 'coffee and tea drinks' (43.8%). Furthermore, approximately 20% of those who reduced dining out redirected their food spending to 'bread and bakeries,' highlighting a trend where saving is leading to new growth in bread consumption.

[Background of the Survey]

As a platform connecting bakeries nationwide with bread-loving consumers, Pansuku continuously surveys its members' consumer behavior and dietary awareness.

This survey was conducted against the backdrop of persistent high prices, aiming to explore changes in the consumption behavior of bread lovers and the underlying reasons by asking about 'categories they don't want to cut spending on,' 'changes in dining-out expenses,' and 'where food budgets are being redirected.'

[Survey Overview]

Period: May 22, 2026 – May 26, 2026

Target: Pansuku members

Method: Online questionnaire

Number of respondents: 1,024

[Survey Results Summary]

Top category unwilling to reduce spending despite high prices: 'Coffee and tea drinks' (43.8%)

'None in particular (save on everything)' was only 17.2% — approximately 80% are protecting something.

45.4% of respondents said their dining out frequency 'decreased.'

17.0% of the reduction in dining-out spending was redirected to bread and bakeries — part of dining-out costs shifting to bread consumption.

56.2% of bread lovers spend 3,000 yen or more per month on bread (separate survey, n=832).

[Survey Result 1] Categories people are unwilling to reduce spending on despite high prices (multiple answers)

When asked which categories they are unwilling to cut spending on (multiple answers), the top result was 'coffee and tea drinks' (43.8%), followed by 'travel and outings' (35.1%), and 'hobbies and entertainment' (33.6%). This indicates a strong willingness to spend on categories related to life's richness, from small daily pleasures to extraordinary experiences.

[Survey Result 2] Changes in dining-out expenses and where the savings go (multiple answers)

When asked about changes in dining-out frequency, 45.4% reported a decrease ('slightly decreased' 32.6% and 'greatly decreased' 12.8%). Where is that food budget going?

▶ Approximately 20% of those who reduced dining out are spending on bread — a consumption shift towards 'good bread instead of eating out' is occurring.

[Reference] Monthly bread spending of bread lovers

In a separate survey conducted by Pansuku during the same period (targeting Pansuku members and men and women nationwide interested in bread, 832 valid responses), monthly bread spending was also investigated.

While reducing dining-out costs, over half of respondents spend 3,000 yen or more per month on bread. This data supports the consumption behavior of 'enjoying artisanal bread at home instead of eating out.'

[Trend Analysis]

'Saving but not giving up richness' — The era of selective consumption

This survey reveals that consumers facing high prices are not simply 'saving across the board,' but are clearly distinguishing between 'what can be cut' and 'what cannot be cut.' Small daily pleasures like coffee, travel, and entertainment rank high as 'wants to protect' expenses, while dining-out costs are reduced by about half. However, the fact that these savings are being redirected to supermarkets and bread indicates a growing need for 'affordable yet rich food experiences.'

The 'Shift to Bread' Driven by Reduced Dining Out

The data showing that about 20% of those who reduced dining out are spending on bread and bakeries suggests that bread is being recognized as a 'high-quality food experience that replaces eating out.' Instead of going to a restaurant, people are enjoying artisanal bread from local bakeries at home — this consumption style is steadily spreading.

[Survey Conclusion]

Even in the headwind of high prices, people are not giving up on 'richness.' They are rearranging their spending priorities in their own way, preserving the pleasures they deem essential. This survey has made it clear that bread has become an indispensable part of many people's diets as one such essential pleasure.

Pansuku will continue its efforts to contribute to this 'rich daily life' by delivering artisanal bread from bakeries nationwide.

⚫︎ Company Overview

Panforyou Co., Ltd.

A startup that solves various challenges faced by local bakeries, such as management and sales channel expansion, through its unique freezing technology and DX. With the mission of 'creating a new bread economy and contributing to the local economy,' it provides various platform services that connect bakeries and consumers through 'freezing x IT.'

Company Name: Panforyou Co., Ltd.
URL: https://panforyou.jp/
Location: Headquarters: 368-9 Honcho 5-chome, Kiryu City, Gunma Prefecture
Established: January 17, 2017
Representative: Kenta Yano, President and CEO
Corporate Vision: Bringing attractive jobs to local regions
Business Mission: As a platform for local bakeries, contribute to the local economy and create a new bread economy.
Business Description:
・Planning and operation of 'Pansuku,' a regular delivery service for frozen bread from bakeries nationwide.
https://pansuku.com/