Is Price Hikes Now Part of Daily Life? Over 70% Feel 'Accustomed to Price Hikes,' with 40% Unsurprised by Small Increases

The Kufu Consumer Research Institute, which conducts research to improve consumer and social satisfaction, surveyed 8,383 people about their attitudes toward price hikes. Due to continuous inflation since around 2022, consumer awareness seems to be entering a stage of 'price hike fatigue,' where rising costs are becoming the norm. The survey highlights various emotions consumers feel while shopping.

Over 70% of respondents stated they feel 'accustomed to price hikes.' About half said they 'have no choice but to accept it,' while 40% expressed fatigue or indifference toward minor price increases of 10-20 yen. Regarding shopping criteria, over 40% prioritize 'selective spending' (balancing savings with necessary investments), and more than half actively use sales and point-back programs. While items like chocolate, coffee, and olive oil have become luxuries, 'food quality' remains the top priority for spending.

The survey was conducted online from May 15 to May 18, 2026, targeting users of 'Kufu Zaim' and 'Kufu Tokubai.' The results reveal how consumers are adapting smartly and flexibly to persistent inflation.