ASMARQ Co.,Ltd. analysed combinations of health activities and foods in a survey of 800 men and women in their 20s to 50s nationwide. Gut health had the highest awareness, while warming wellness and sleep wellness were also widely recognised, with awareness exceeding 30% for both.
This survey examined combinations of health activities (activities ending in “katsu”) and foods among 800 men and women in their 20s to 50s. Conducted from 9 to 11 September 2026, it compiled awareness and participation rates for each health activity, along with trends in the foods incorporated into those activities.
The health activity with the highest awareness was gut health at 64.4%, followed by warming wellness at 43.0% and sleep wellness at 32.3%. The participation rates were also highest for gut health at 40.5%, followed by warming wellness at 25.4% and sleep wellness at 23.0%. Awareness of weight-loss wellness was 19.9%, while participation was 17.8%, both relatively low.
The top three foods incorporated into each health activity included dairy and fermented dairy products for gut health at 52.8%, aromatic vegetables, spices and tea for warming wellness at 25.1%, and dairy and fermented dairy products for sleep wellness at 20.7%. The foods attracting interest varied by activity. Soybeans and soy products and dairy products showed a marked tendency to rank among the top three in many activities.
The leading health activities that respondents would like to take up in the future were gut health at 28.6%, sleep wellness at 27.1% and weight-loss wellness at 20.5%, indicating a willingness to pursue them against a backdrop of health concerns.