Contradictory Desires in Summer Meals: "I want stimulation, but I also want to take care of my body."

June 15th is "Ginger Day." While ginger is strongly associated with warming up in winter, a survey conducted by Sakata Nobuo Shoten Co., Ltd. (Location: Kami City, Kochi Prefecture, Representative: Akiyoshi Mizuta), a ginger manufacturer in Kochi Prefecture, targeting customers who use their ginger products, revealed people's "contradictory true feelings" about summer meals. They want stimulation. But they also want to take care of their bodies. People sought both of these conflicting desires simultaneously at their summer dining tables.

In summer, appetite tends to decrease due to the heat, leading to a diet biased towards cold or simple foods. Yet, people still crave stimulating flavors somewhere. On the other hand, with days filled with consuming cold items (74.4%) and feeling sluggish (46.7%), they want to take care of their bodies that feel heavy. Meal planning wavers between the desire for "stimulation" and the desire to be "gentle on the body." This survey reflected the true nature of that wavering.

Survey Highlights

"Sometimes" seeking stimulation (spiciness/spices) in summer: 86.7% ("Often" 31.1% + "Sometimes" 55.6%)

On the other hand, "want to improve physical condition" more in summer: 62.2%

Increased consumption of cold items: 74.4% / Feeling sluggish: 46.7%

Furthermore, "want to make it easy and delicious" was also 62.2%. This indicates a desire to balance stimulation and care without hassle.

* "Sometimes seeking stimulation" (Q8) and "want to improve physical condition" (Q6) are answers to separate questions.

Background of the Survey

In recent years, with the prolonged heatwaves, interest in summer dietary habits and physical condition management has been growing. On the other hand, opportunities to consume cold foods increase, leading many people to experience loss of appetite or sluggishness. Sakata Nobuo Shoten conducted this survey to understand the concerns and needs in summer dining and to explore new possibilities for ginger utilization.

<Survey Overview>

Survey Name: Summer "Ginger" Utilization Techniques Survey

Target Audience: 90 users of Sakata Nobuo Shoten's ginger products

Survey Period: May 2026

Method: Web survey

*This survey targeted users of the company's products and indicates trends among those who use ginger daily. Multiple answers are included for some questions.

Ingredients that Balance "Wanting Stimulation, but Also Wanting to Care for the Body"

Summer is a time when cold foods increase, and people are prone to feeling sluggish or heavy in the stomach. While stimulation is desired, strong spiciness that burdens the body is avoided. Ginger, which sharpens flavors with its aroma and fragrance, is being re-evaluated as an ingredient that can satisfy these conflicting demands. Instead of overwhelming stimulation, a single spoonful can restore the definition of flavor to chilled dishes and monotonous summer menus.

While ginger was the most frequently mentioned ingredient when seeking stimulation (84%, compared to chili peppers 56% and spices 49%), it's important to note that this survey targeted users who consume ginger daily, so ginger's high selection rate is understandable. Even considering this, the coexistence of "desire for stimulation" and "care for the body" can be interpreted as a common trend in summer dining, separate from the popularity of specific ingredients.

From Winter Ginger to Summer Ginger

Ginger is often discussed as a warming ingredient for winter, but it seems to be an ingredient whose usage should be reconsidered for summer, when people tend to consume more cold foods. Ginger has long been used as a condiment, in drinks, and in soups, but there is still room to expand its use in summer, such as adding a spoonful to cold dishes or no-cook items.

"Ogon Ginger" Supports Summer with its Strong Stimulation and Gentleness on the Body

"I want stimulation, but I want to take care of my body" - Among gingers that meet these conflicting demands, Sakata Nobuo Shoten's flagship product, "Ogon Ginger," is a Kochi Prefecture ginger that stands out for its vibrant aroma and deep spiciness.

It is said to contain about twice the amount of "Shogaol," the component responsible for spiciness, compared to conventional ginger (*1) (according to *2). Its characteristic is that a single spoonful changes the impression of a dish. Because it is effective even in small amounts rather than layering strong stimuli, it restores the definition of flavor to chilled dishes or light meals with just a quick addition. Its usability without cooking, such as in condiments, chilled soups, and drinks, makes it suitable for hot summer kitchens.

Furthermore, even when grated, it does not change color as quickly as conventional ginger and maintains its vibrant golden color after an hour. This is proof of its rich components and freshness.

*1: Generally distributed large ginger. *2: Investigated by Japan Food Research Laboratories. Shogaol content varies by origin, season, and individual.

A comparison of "Ogon Ginger" (left) and conventional ginger "Large Ginger" (right) after being grated and left for one hour.

The strength of Ogon Ginger is rooted in its inherited local varieties and the soil of Kochi. At Sakata Nobuo Shoten, producers with qualifications as soil doctors and soil-making masters carefully cultivate the soil to grow ginger with a strong aroma and spiciness.

【Chosen by Food Professionals】

Ikaga de Shoga (Ginger Pork Specialty Restaurant)

"Its strong aroma and clear outline of spiciness and flavor are appealing. It lightly cuts through the richness of pork and is essential for creating a taste that makes you feel like you're 'really eating ginger.'"

Oniyanma (Sanuki Udon Specialty Restaurant)

"I like its vibrant appearance and solid flavor. In addition to enjoying it as a table condiment, we also use it as a base flavor for our popular fried chicken (toriten)."

Kofudo (Ginger Ale Specialty Store)

"The gorgeous aroma, deep spiciness, and beautiful lingering aftertaste are impressive. I appreciate its ability to be designed as a high-quality drink that complements meals, rather than just asserting its own strong character."

*Comments are posted with the permission of each establishment.

Initiatives Following Survey Results

In response to the "want stimulation, but also want to care for the body" needs identified in the summer dining scene through this survey, Sakata Nobuo Shoten has launched a "Summer Special Page."

The special page, themed "Summer. The Strength of Ginger," introduces new proposals and recipes for incorporating ginger into classic summer dishes, as well as the characteristics of Ogon Ginger.

Based on the voices of consumers revealed in the survey, the company plans to continue disseminating information on how to utilize ginger in the summer.

【Summer Special Page】

https://ginger.sakatashop.jp/

Company Profile

Sakata Nobuo Shoten is a manufacturer involved in the cultivation, processing, and sales of ginger in Kochi Prefecture. They deliver products that leverage the appeal of domestic ginger, including their flagship product "Ogon Ginger," known for its prominent aroma and spiciness, nationwide.

Company Name: Sakata Nobuo Shoten Co., Ltd.

Headquarters: 4-91-4 Takaramachi, Tosayamada-cho, Kami City, Kochi Prefecture

Established: 1947 (Showa 22)

Representative: Akiyoshi Mizuta, President and Representative Director

Number of Employees: 250

Business Activities: Primarily manufacturing, sales, and development of ginger, garlic, and yuzu products.

URL: https://www.kochi-sakata.co.jp/

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