Welcome to meal solutions in Japan. But the trend is significantly raising the quality and convenience bars.
Women are key targets.
They have shouldered most food-preparation responsibilities, cooking three meals a day for family and aging parents. Only recently have significant numbers of women joined the work force, thus changing the social dynamic. Nakashoku consumers also include those who live alone, from college students to salaried employees to the growing number of elderly. The c-store in Japan differs from its American counterpart in that it has always offered complete meals, not just snacks or drinks. C-store bentos are becoming more delicious, and restaurants are suffering from the fact.