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In the 50 years since the end of World War II, the Japanese diet has changed from a traditional one centered around rice, potatoes and sweet potatoes, vegetables, and fish to incorporate many traditional Western food staples.
The five years from 1945 to 1950 were a time of crisis, characterized by chronic labor shortages, decreased economic power, and devastation of the urban landscape and the Japanese agricultural industry. During this period, potatoes and sweet potatoes, vegetables, and minor cereals were the mainstays of the Japanese diet. Chronic food shortages and the lack of availability of animal food products meant that much of the Japanese population suffered from an insufficient intake of calories and protein.

The five-year period from 1950 to 1955 saw continuing food shortages. Although the Japanese diet was still largely traditional, the percentage of animal food products such as milk, other dairy products, eggs, and meat, as well as beans was increasing. With this, the variety of food choices began to increase, while nutrition improved, and minimum caloric requirements were fulfilled. Provisions for a national school lunch program were also initiated during this period. A typical school lunch consisted of milk, a roll, margarine, and one or two side dishes. This was the first step toward the subsequent westernization of the Japanese diet.

From 1955 to 1970, the Japanese economy grew dramatically. As Japanese households acquired all the trappings of Western prosperity, including home electric appliances such as television sets, washing machines, refrigerators, and toasters, their dietary habits changed as well. The consumption of traditional European and American foodstuffs such as milk, butter, cheese, meat, and eggs rapidly grew. Food imports increased, leading to diversification and internationalization in Japanese supermarkets. The shift away from the traditional Japanese diet was well underway.




Starting in the early 1970s, when Japan became self-sufficient in food in quantity and quality, consumption of milk, other dairy products, and meat grew sharply.

During this period, dining habits also changed. European and American style fast food establishments, including family restaurants and hamburger stands, began to spring up throughout the country, enabling people to eat a wide variety of cuisine, anytime and anywhere. Accompanying these changes, unfortunately, was an increase in health-related problems such as obesity, high blood pressure and the occurrence of adult ailments among younger Japanese.

Partly due to concerns about these problems, beginning around 1975, Japanese traditional diet has been reassessed. But the consumption of rice has declined in the long term. Despite this, the consumption of milk and dairy products increased steadily.


Source:"Research of national nutrition "Ministry of Health,Labour and Welfare



The consumption of milk and other dairy products grew rapidly as the Japanese diet became more westernized. An average annual increase of 9.4% in daily per capita consumption was recorded between 1965 and 1975. The rate of growth began to decline around 1975 as westernization became more complete, birth rates declined, and competition from other beverages such as soft drinks and sports drinks increased.

Current daily per capita consumption of milk is about 105g (about half a glass), much less than that of Western industrialized countries. Consequently, the demand for Japanese dairy products is thought low relative to that of industrialized nations in the West. Compared with rice and other traditional staples, the market for milk and other dairy products shows considerable room for growth and great potential in the future.


Changes in Daily Per Capita Consumption of Milk and Other Dairy Products

year
Milk and Other Dairy Products
(in grams of raw milk)
Milk
Other Dairy Products
(in grams of raw milk)
Butter
Cheese
1960 61.0 29.3 28.7 0.4 0.2
1965 102.8 50.5 48.6 0.7 0.5
1970 137.2 69.3 64.8 1.1 1.1
1975 146.5 76.9 67.7 1.4 1.4
1977 156.2 84.9 69.6 1.3 1.8
1978 162.4 87.7 72.9 1.4 1.9
1979 169.2 91.0 76.5 1.5 2.0
1980 179.0 92.9 84.9 1.6 1.9
1981 177.6 95.3 81.1 1.7 2.0
1982 183.2 97.0 84.9 1.7 2.0
1983 192.5 96.6 84.6 1.7 2.1
1984 195.5 97.6 96.7 1.8 2.3
1985 193.6 96.5 95.8 1.9 2.2
1986 195.2 96.8 97.2 1.8 2.5
1987 207.0 101.7 104.1 1.9 2.7
1988 222.8 106.5 115.0 2.0 3.2
1989 220.9 109.1 110.8 1.9 3.0
1990 228.0 111.7 115.3 1.9 3.1
1991 231.7 111.6 119.2 1.9 3.3
1992 228.9 111.3 116.8 1.9 3.6
1993 229.2 109.4 118.9 2.0 3.7
1994 246.6 114.2 131.5 2.0 3.9
1995 249.2 111.0 137.6 2.0 4.1
1996 255.7 111.8 142.8 1.9 4.4
1997 255.4 110.1 144.7 2.0 4.5
1998 253.0 107.8 144.7 1.8 4.7
1999 254.2 105.5 148.2 1.8 4.9
2000 258.2 106.9 150.8 1.8 5.2
2001 254.7 104.5 149.9 2.0 5.2
2002 254.6 107.4 146.7 2.0 5.0
2003 254.2 105.1 148.8 1.9 5.1
*Quick Report Figure
Source:"Food Supply and Demmand;"Ministry of Agriculture, Forestry and Fisheries.
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