Survey of 2,400 People Reveals Realities of Eel Consumption Just Before Doyo no Ushi Day

Hidakaya Co., Ltd. (Headquarters: Wakayama City, Wakayama Prefecture; President and CEO: Shinji Kawabata) has conducted a survey to explore the realities of "eel consumption," receiving responses from approximately 2,400 individuals.

We are summarizing and reporting the results, and kindly request your consideration for media coverage.

Event Date and Time: July 13, 2026 (Monday), 13:00–14:00

Format: Online via Zoom

Speakers: Shinji Kawabata (President and CEO), Koki Shimada (Public Relations)

Registration: Please contact us via the email address below by 10:00 on July 11 (Saturday) if you wish to attend.

※ Access URLs will be sent to registered participants by 10:00 on July 13 (Monday).

【Survey Overview】

Survey Name: Consumer Survey on Eel

Survey Period: June 2026

Method: Online questionnaire distributed to Hidakaya store members and LINE members of the Osaka-Kyobashi branch

Valid Responses: 2,403

Conducted by: Hidakaya Co., Ltd.

Key Findings:

▽ 2026 Eel Market Trends

▽ Where Consumers Purchase Eel

▽ Key Factors in Eel Selection

▽ Expected Budget for Eel Purchases on This Year’s Doyo no Ushi Day

▽ Occasions for Eating Eel

【Company Profile】

80 Years of Innovation in Taste and Joy from Wakayama

Founded in 1946 in Arochi, Wakayama City, immediately after the war, as a produce merchant named "Hidakaya," the company celebrates its 80th anniversary in 2026. Guided by the mission to be "the company that energizes local communities the most through deliciousness and joy," Hidakaya operates a regionally focused supermarket chain with dominant presence across Wakayama Prefecture.

Unique Hybrid Business Model

While maximizing efficiency to pursue affordability, Hidakaya invests professional expertise and effort in fresh produce and prepared foods to deliver "surprisingly delicious" experiences. In 2025, it launched the urban mini-supermarket "Hidaca" in Osaka, challenging conventional rural supermarket models and establishing a new retail format.

Evolution into a Food Platform

Beyond retail, Hidakaya accelerates its transformation into an integrated "food platform" spanning upstream to downstream, including operations of its in-house meat processing center and the development, wholesale, and external sales of local products through Wakayama Bussan Co., Ltd., established in 2023.

【Company Overview】

https://hidakaya.co.jp/

Company Name: Hidakaya Co., Ltd.

Headquarters: 127-5 Kuroda, Wakayama City, Wakayama Prefecture

Founded: 1946 (Showa 21)

Established: 1965 (Showa 40)

Representative: President and CEO Shinji Kawabata

Business Activities: Supermarkets centered on fresh food "Hidakaya,"

urban mini-supermarket "Hidaca," wholesale supermarkets, external sales, and product development

【Profile of President and CEO Shinji Kawabata】

Shinji Kawabata

President and CEO, Hidakaya Co., Ltd.

Born in Wakayama Prefecture in 1978. Graduated from the Graduate School of Ritsumeikan University.

Specialized in Artificial Intelligence (AI) during graduate studies. After graduation, worked as a systems engineer at a Tokyo-based IT firm, developing financial systems and acquiring expertise in logical thinking and IT-driven efficiency.

In 2007, at age 29, returned to his hometown with the desire to contribute to his community, joining Hidakaya Co., Ltd., founded by his grandfather and expanded by his father. Started as a produce staff member, then advanced through roles as buyer and managing director, becoming President and CEO in 2016.

Leveraging his engineering background, he promotes store operational efficiency through IT integration and data-driven management. At the same time, guided by the belief that "the essence of a supermarket lies in deliciousness, value, and excitement," he focuses on preserving artisanal skills and nurturing talent. Since 2025, he has led the company’s second founding phase, driving initiatives such as expansion into Osaka and new center construction, aiming for a sales target of 100 billion yen by the 100th anniversary in 2046.

【Inquiries】

Public Relations, Hidakaya Co., Ltd. 073-475-2231