Kitchen Diary®
Data which continuously captures the dining table/cooking situation at 1,260 households of Keihin, Keihanshin, and Tokai metropolitan areas for each eating event (breakfast, lunch, and dinner). You can use it to analyze food trend, gather food product development tips, or as sales promotion proposal information for distributors.
By capturing the dining characteristics and eating trends based on breakfast, lunch, and dinner menus at home for the full 365 days in the year, as well as data on cooking ingredients and methods, we can help with your product development and/or sales floor proposals.
By conducting analyses from different angles, for example, area by area or profile by profile, you can understand the consumers’ eating habits more realistically.
Who |
Demographic attribute data of the households such as residential area, age group, employment status, age of the youngest child, whether they have an elderly family member of 65 years old or above, and the composition of the household / Covering three metropolitan areas, i.e. Keihin, Keihanshin, and Tokai |
|---|---|
When |
Date they had a meal and what sort of meal it was (for breakfast, lunch or dinner) |
What |
Menu of the meal they had at home or menu for the lunch box Approximately 500 categorized menus |
Which ingredients |
Approximately 600 kinds of ingredients/condiments |
What kind of cooking method |
Cooking methods such as home-cooking or using frozen foods |
Characteristics of the Kitchen Diary
Dining table data over 365 days
We collect 365 days of year-round dining table data for breakfasts, lunches and dinners. You can find out how the main food preparer is cooking and what sorts of ingredients they are using.
It’s possible to compare area-by-area or profile-by-profile
It’s possible to analyze the characteristics of dining tables for different areas (Keihin, Keihanshin, and Tokai) and profiles (age group, employment status, family structure, etc.).
Realistic text information
It’s possible to identify signs of eating trends and/or hidden needs from the “reasons why they particularly like” the menu and the specific names of the menus.
Outline of the Kitchen Diary survey
It’s possible to discover who is cooking, when, what, and how because they input the dining table/cooking situation at each dining event (breakfast, lunch and dinner).
| Subject of the survey | Main food preparer aged between 20 and 79 of a general household consisting of two or more people (Women) |
|---|---|
| Area | Keihin (Tokyo and three other prefectures), Keihanshin (Osaka, Kyoto, and one more prefecture), and Tokai (four prefectures) |
| Number of subjects | Design: 1,260 households (since April 2014, Keihin/Keihanshin/Tokai, aged 20-70s) Design: 1,090 households (since October 2013, Keihin/Keihanshin, aged 20-70s) * (Survey of those in their 70s started from April 2013) Design: 443 households (from October 2009 to September 2013, Keihin/Keihanshin, aged 20-60s) Design: 360 households (from October 2004 to September 2009, Keihin/Keihanshin, aged 20-50s) Design: 240 households (from October 2001 to September 2004, Keihin, aged 20-50s) |
| Data collection method | Online survey |
| Data reported | TI value (number of appearances of the menu/ingredient per 1,000 dining tables), percentage of eating at home, frequency of appearance of a particular dining table menu, household rate, eating rate, etc. |
| Reporting cycle | Monthly |
| Manner of provision | Excel add-in software (Takumi-kun) |
How to use the Kitchen Diary
Propose a menu according to the palatability of the area
By comparing between different areas (Keihin/Keihanshin/Tokai), you can propose a menu/sales floor design according to the different palatability of the area.
(Example) Menu: Ranking (percentage) of fish species used for grilled fish with salt/grilled fish without salt
Rate how differently the ingredient is used area by area
Tips for new product development/line-up expansion
You can identify hidden needs and/or signs of new trends from the reasons why survey respondents particularly like a menu and the names of other menus they indicated and gather food product development tips.
(Example) As one of the deep-fried tofu, “deep fried pizza” has emerged
New recipe for a particular ingredient
Sales promotion proposal for distributors
By combining the menu/ingredient data with temperature and POS sales data, you can use it to make a sales floor proposal such as specific timing to promote a particular ingredient.
Change of temperature and the best time to switch from a hot menu to a cold menu and vice versa
We propose the sort of marketing research that can deal with your company's challenges.
Please feel free to contact us. The relevant team member will get in touch with you.