Japan food trends: Heatwave drives demand for stove-free meals

Extreme heat and rising prices in Japan are driving a new food trend in the e-commerce market known as ‘NO stove time-performance meals.’ These are meals that require no stovetop use and can be prepared quickly, such as microwaveable frozen side dishes or products that only require hot water or sauce.

According to an EC consultant from au PAY Market, consumers are increasingly seeking ways to minimize time spent in the kitchen to avoid the heat, while also looking for cost-effective options. Frozen meal kits and pre-made frozen foods are seeing high demand because they allow for bulk purchasing and easy, long-term storage.

Looking ahead, the consultant predicts that ‘stamina-style’ foods, such as garlic-based dishes, and ‘refreshing-style’ foods, such as plum-based menus or eel, will remain popular as people seek to maintain energy levels during the summer heat.