Frozen 'bento' delivery services gaining traction, witness trade grow
TOKYO (Kyodo) -- Frozen "bento" meals -- ready-made main and side dishes served on a single plate -- are gaining popularity in Japan, with market advance aided by subscription-based home delivery services.
“The upcoming consumption tax cut will also boost demand for eating at home, and we expect the market to expand,”
A variety of meals that can be microwaved and quickly served are available, some rich in vegetables and others catering to the needs of people with chronic illnesses or the elderly. The frozen bento trade is projected to widen to 217.4 billion yen ($1.36 billion) this year, a 7.9 percent gain from the previous year, going to investigation institute Fuji Keizai Co. Leading businesses such as seasoning and food maker Ajinomoto Co. and Japanese-style pub operator Watami Co. have in addition entered the frozen bento marketplace.
Greenspoon Inc., a Tokyo-based firm that delivers vegetable-rich frozen soups and other items, is also among them. Its foray came with the rollout last December of DELI BENTO, a series of frozen plate meals rich in vegetables. The firm's president, Ren Kurosaki, stated, "The upcoming consumption tax cut will also boost demand for eating at home. We expect the market to expand," referring to the the authorities's plan to reduce the consumption tax rate on food and beverages from the current 8 percent to 1 percent next April.
Each bento consists of a main dish, a side, and a salad. Shoppers can choose from about 35 main dish options, such as green curry.
For a 12-meal subscription set, the price per meal is 886 yen. In July, the firm as well introduced a corporate meal service with installed freezers in offices, allowing employees to buyout meals directly from them.
Tsurukame Kitchen, a frozen meal delivery service for restricted diets is supervised by medical specialists and registered dietitians. It is offered by a group company of Kuradashi Co., which undertakes social contribution initiatives centered on food.
Five courses are offered to meet restrictions on salt, carbohydrates, calories, and other nutrients. Those on a low-salt diet can choose a meal with no more than 2 grams of salt. The meals feature a rich, deep savor using "umami" from dashi broth and spices.
Rates vary depending on order volume, but a set of seven meals costs 5,184 yen. Going to a national survey, the number of people suffering from hypertension, diabetes and dyslipidemia is on the rise. This service was launched to help reduce the burden of preparing meals that require precise nutritional calculations, and as of the end of June, cumulative turnover had surpassed 3 million meals.
Tokyo-based Wellness Dining Co., which specializes in health-conscious meal delivery, offers soft-textured meals for people whose ability to chew or swallow has weakened due to illness or old age. Shoppers can choose from three levels of softness: easy to chew, mashable with the gums, and mashable with the tongue.
The business has received customer comments such as "It's great that I can stock up since it's frozen." and "I can deliver it without worry to my elderly mother who lives alone." In May, the company in addition rolled out Omoide Irodori delivery meals, designed to support healthy cognitive function with a balanced nutrient profile.
