Gurunavi Research: Survey on "Sinful Gourmet" Trends

Gurunavi Inc. (Headquarters: Chiyoda-ku, Tokyo; President: Akio Sugihara) conducted a survey on "Sinful Gourmet" trends among 1,300 Gurunavi members aged 20–60 in May 2026. The findings show that these indulgent meals have become a stable fixture in the consumer market.

Key Survey Results: - Consumption Frequency: Over 50% of respondents eat "Sinful Gourmet" frequently or occasionally, marking a 10-percentage-point increase since the 2022 survey. - Motivations: While "enjoying food" is the primary reason, "stress relief" is a significant driver. For women in their 20s to 40s, stress relief as a motivation outpaced men by more than 15 points. Conversely, nearly 30% of men in their 30s and 40s eat these meals to "gain stamina." - Post-consumption Feelings: Approximately 50% of respondents have felt regret after eating sinful meals. - Location: 66% choose dining out, while 37% purchase from supermarkets or convenience stores. Women are 15 points more likely than men to use retail channels. - Popular Types: Meat-heavy dishes, high-carbohydrate meals, and dishes featuring "favorite ingredients in large quantities" topped the list. Men favor meat and garlic, while women prefer cheese, whipped cream, and sugar. - Social Setting: Nearly 60% of respondents consume these meals alone.

Kumiko Honma, Research Group Manager at Gurunavi, notes that Sinful Gourmet has successfully transitioned from a post-pandemic fad to a permanent food choice. In a stressful society, these "guilty pleasures" serve as a vital tool for mental satisfaction, helping individuals recharge by temporarily setting aside health concerns for emotional fulfillment.

【Survey Overview】 - Period: May 15 (Fri) – May 17 (Sun), 2026 - Method: Web-based questionnaire - Scope: Nationwide (Japan) - Respondents: 1,300 Gurunavi members in their 20s to 60s