How is the definition of 'home-cooked meal' changing?

More people are considering a combination of ready-to-eat foods, such as bread with butter, natto in its package, and heated frozen foods, as home-cooked meals.

What items are increasingly being accepted as meal replacements?

More people are considering complete nutrition meals, balanced nutrition meals, protein supplements, and granola as meal replacements.

How have gender role perceptions in cooking changed?

About 80% of people now view it as a current value that men take charge of cooking in household chores, and gender-based role perceptions have become less prominent.

How do people feel about reducing the effort required for cooking?

About 80% of people support the idea of reducing the effort required for cooking to create more time for other activities.

Who were the subjects of this survey?

The survey targeted 1,500 men and women aged 20 to 69.

Hakuhodo Institute of Life and Living Releases 'Food Lifestyle Survey 2026' Results

Published Jun 8, 2026 7:00 PM ・ Updated Jun 14, 2026 9:01 AM ・ 4 min read ・ Source: PR TIMES

The Hakuhodo Institute of Life and Living surveyed 1,500 people aged 20-69 on their food habits. Findings show an expansion in what is considered 'home cooking' and a move toward complete nutrition foods. Approximately 80% of respondents now favor gender-neutral cooking responsibilities and efficiency in food preparation.

From 'Home-Cooked Flavors' to 'Packaged Flavors': The Expanding Definition of Food

More people now consider 'bread with butter applied without toasting' and 'natto straight from the pack' as home cooking. Additionally, the number of people who view 'complete nutrition/balanced nutrition food,' 'protein shakes,' and 'granola' as meals or meal replacements has increased over the past three years. About 80% of respondents now view 'women serving dishes at banquets or meals' as an outdated value, while supporting the idea of 'reducing time spent cooking to create time for other activities.'

The Hakuhodo Institute of Life and Living conducted the 'Food Lifestyle Survey 2026' among 1,500 men and women aged 20-69. This release highlights the shift from traditional home-cooked meals to processed foods and changes in consumer consciousness.

The Scope of Home Cooking 27.9% of people consider 'bread with butter applied without toasting' as home cooking (up 6.3 points in 3 years). Similarly, 'natto straight from the pack' is 22.6% (up 5.4 points), and 'frozen food heated in a pot, pan, or microwave' is 40.7% (up 3.3 points).

The Scope of Meals 67.6% of people consider 'complete nutrition/balanced nutrition food' to be a meal or meal replacement (up 15.9 points in 3 years). This is followed by 'protein shakes' (34.1%, up 9.1 points) and 'granola' (65.4%, up 8.1 points). 'Hamburgers' (58.0%, up 10.4 points) and 'fried chicken' (55.3%, up 6.1 points) have also exceeded 50%, showing growing recognition as proper meals.

Food Values 82.9% view 'men taking responsibility for cooking in the division of housework' as a modern value, while 80.1% view 'women serving food at banquets' as an outdated value. Furthermore, 81.5% support the idea of reducing cooking effort, indicating that consumers are positive about streamlining food preparation.

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Source: PR TIMES
Category: Survey

Hakuhodo Institute of Life and Living Releases 'Food Lifestyle Survey 2026' Results

⚡ Key Points

The Scope of Home Cooking 27.9% of people consider 'bread with butter applied without toasting' as home cooking (up 6.3 points in 3 years). Similarly, 'natto straight from the pack' is 22.6% (up 5.4 points), and 'frozen food heated in a pot, pan, or microwave' is 40.7% (up 3.3 points).

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