In recent years, “minimalism” has been gaining popularity as a way of life, and the value of eliminating waste from one’s surroundings is gaining widespread support.
This “choose only what you really need” attitude has been spreading to all aspects of food, clothing, and shelter, and has become a prominent trend in the area of food as well.
We will introduce this new value based on sei-katsu-sha data on X (formerly Twitter).

I thought this ice cream tasted good, but the ingredients were simple.”
When I buy dried plums, I only buy plums and salt.”
This is an indication of a consumption style that seeks “pure value.

This empathy for straightforward, unadulterated values, freed from complex information, is now sprouting into a new market on social networking sites.
Trend Explorer’s analysis of sei-katsu-sha opinions reveals that the consumption trend in 2025 is shifting toward the “pursuit of paradoxical value.
Underlying this pursuit is a clear shift in values from “adding” to “subtracting.

1. materials and origin-oriented: From “adding” to “subtracting” in today’s complex society
In today’s world of additives and multifunctional products, “simplicity” itself, returning to materials and origins, is being reevaluated as a value that provides a sense of security and trust.
One post on a social networking service that particularly resonated with people was, “When I look at the back of this ice cream and see that the ingredients name is simple, I think it’s cool…” This post attracted many reactions.
Products that have been stripped down to the bare essentials provide consumers with emotional values such as “authenticity” and “peace of mind,” rather than mere functionality, and are spreading as a movement to seek spiritual fulfillment beyond mere health consciousness.

2. “The Depths of Consumer Sentiment” Revealed by Trend Explorers
Behind this trend lies the existence of a “segment of consumers who take pleasure in discovering the real thing with their own hands.
The “honesty” of products fosters a sense of trust that “there are no lies,” and consumers derive the pleasure of small discoveries that they have “discovered the real thing” along with “peace of mind.

3. Implication for business: Designing “information” is the key to building trust.
The common thread that runs through this trend of “cutting down” is how to convey not only the value of the product, but also the emotional added value of the “peace of mind” and “discovery” that it brings.
Rather than providing a complete story one way or the other, designing an experience that conveys the “honesty” of the product and allows users to discover the “real thing” for themselves will lead to the creation of highly enthusiastic fans.

Concrete Trend Items Reveal the “Why” of Trends
We do not simply follow superficial information such as “what is trending.
In addition to macro data on each trend item, such as the volume of postings and projected future values, we also uncover the real feelings and behaviors of the consumers that underlie the trend.
We pick up specific trending items and clarify what user segments and why they are supported.
By combining data that measures the momentum of a trend with insights that visualize the real feelings of consumers, we can derive hints for the next move.

If you have any questions or would like a demo, please feel free to contact us.
We can provide strong support for your company’s marketing operations, not just product planning.