How does the naphtha shock affect consumer behavior?

It leads to increased frugality, higher acceptance of simplified packaging with adjusted inks/materials, and shifts in recycling interest.

Which age group is most aware of the naphtha shock?

Awareness tends to be higher among older generations, while 44.1% of those in their 20s reported being completely unaware.

Which products are most concerning due to naphtha supply impact?

Kitchen and cleaning supplies, food containers/trays, and food packaging films/bags/printing inks are the top concerns.

53% of People Know the Details of the Naphtha Shock; Concerns Raised Over Kitchen/Cleaning Supplies and Food Containers

Published May 21, 2026 1:00 AM ・ Updated Jun 14, 2026 12:02 AM ・ 4 min read ・ Source: PR TIMES

Cross Marketing Inc. surveyed 1,100 men and women across Japan on the '2026 Naphtha Shock.' The survey revealed awareness levels, consumer attitudes, and recycling behaviors. While 53% of respondents are aware of the situation, concerns remain about impacts on daily goods, alongside a growing tolerance for simplified packaging and increased recycling awareness.

Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; CEO: Miki Igarashi) conducted a survey on the 'Naphtha Shock (2026)' targeting men and women aged 20 to 69 nationwide. With the blockade of the Strait of Hormuz, attention is focused on the trends of naphtha, a raw material for plastic products. The survey covered awareness of the naphtha shock, perceived impact areas, consumer attitudes and behaviors, recycling intentions, and general feelings regarding the situation.

Survey Results Regarding the naphtha shock, 14.0% know the details, and 39.0% know it to some extent, totaling 53.0% who are aware. Awareness increases with age, while 44.1% of those in their 20s are 'completely unaware.'

The top three items perceived as being most impacted by changes in naphtha prices and supply are 'kitchen and cleaning supplies,' 'food containers and trays,' and 'food packaging films, bags, and printing inks,' each cited by around 25% of respondents. 27.4% felt no impact or were unsure.

Approximately 20% of respondents reported actions such as avoiding unnecessary purchases, monitoring future price and supply trends, or being okay with simplified packaging. However, 30.5% remained unsure.

Regarding recycling, 32.7% stated they already recycle thoroughly and will continue, while 19.6% find it troublesome. Those in their 50s and 60s are more likely to recycle, while nearly 30% of those in their 20s and 30s find it troublesome.

Items with high recycling interest include 'empty PET bottles' at 79.5%, followed by bottles/cans, caps, labels, and cardboard, with PET-related items ranking highest.

Feelings regarding the naphtha shock centered on 'anxiety about the impact on daily life' and 'seeing it as an opportunity to review excessive packaging and increase recycling awareness.'

Survey Overview Method: Internet research (using Cross Marketing's self-service tool 'QiQUMO') Region: Nationwide (47 prefectures) Targets: Men and women aged 20–69 Period: May 15 (Fri) – May 16 (Sat), 2026 Sample size: 1,100

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Source: PR TIMES
Category: Survey
Products / services: QiQUMO

53% of People Know the Details of the Naphtha Shock; Concerns Raised Over Kitchen/Cleaning Supplies and Food Containers

⚡ Key Points

Survey Results Regarding the naphtha shock, 14.0% know the details, and 39.0% know it to some extent, totaling 53.0% who are aware. Awareness increases with age, while 44.1% of those in their 20s are 'completely unaware.'

Survey Overview Method: Internet research (using Cross Marketing's self-service tool 'QiQUMO') Region: Nationwide (47 prefectures) Targets: Men and women aged 20–69 Period: May 15 (Fri) – May 16 (Sat), 2026 Sample size: 1,100

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