5 A DAY Association


Established in 2002 as a non-profit organization, now consisted of 85 Food related corporations & organizations

Our mission:

To focus on food education which increases fruit and vegetable consumption nationwide for the healthy life.
We also provide the education of the food supply chain and traditional Japanese cuisine,"WASHOKU".

What is 5 A DAY?

The feature of a Japanese 5 A DAY

Japanese Food Pyramid guide

It is based on the Japanese traditional food.

The feature of a Japanese 5 A DAY Japanese Food Guide Spinning Top

Activities > Detail

For Children

Education Program for Children:“The supermarket is my classroom!“

For Children
  • We have developed a standardized education program package for 43,000 children. We do 1,400 presentations every year all over Japan.
  • The program contains three sections: ”Three Color Food Group”, “My Food Plate” for diet balance and “In-Store learning and Shopping game” at supermarkets. (This is a real program at real supermarkets. Children will have 5 missions to buy various vegetables and fruits.)
  • Local supermarkets themselves invite classes from their local nursery and elementary schools. Local nutritionists are sent to the supermarket to teach. The 5ADAY Association coordinates the visits of nutritionists. Providing skill-up programs for nutritionists are also important role for us.
  • Cartoon characters are used to highlight nutritional functions. Each character’s appearance is designed to represent a nutritional function. These characters help small children to easily understand proper eating habits without needing to read text.
For Children


Digest of the education program for a Nursery

5 A DAY Food education cartoon :A story about eating

Learning Program / Pilot program;
 Learn from Food-supply-chain & Traditional Japanese cuisine:"WASHOKU"


We developed a new program that focus on understanding the importance of food-supply-chain and processes of production to make people realize the benefit of producation and healthy eating. In 2014,22cases took place.

For Consumers

For consumers

In Store Promotion:
5 A DAY logos & portion indicators

  • Various types of 5ADAY logos have been used in supermarkets all over Japan for 18 years.
  • Inspired by UK logos, we developed new 5ADAY logo. The logo is indicate portions to help shoppers understand recommended amounts.These portion indicators are used for salads and other packaged fruits and vegetables. (This is unique to Japan. In the UK signs indicate general portions. Our portion indicators designed to give exact package total)

For Adults

For adults

Education Program for Adults

Quick consultation: "What did you eat yesterday?"
  • Group session at work-place directed by professional 5ADAY instructors.
  • 5ADAY menu, which includes more than 2 portions of vegetables included at corporate cafeteria.
  • Free personal consultation for daily diet by a dietitian at supermarket

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What is Japan? > Detail

Overview of JAPAN

Overview of JAPAN
  • Long island, surrounded by sea, 70% of the land is mountainous; limited space for agriculture, self-sufficiency ratio on calorie supply basis 38%
  • High population density;1.26bilion in 38 million ㎢, the 3rd GDP (1st USA, 2nd China)
  • Universal Health Insurance provided for all Japanese citizens
  • Long life expectancy; average life span: men, 81.25, female,87.32
  • Declining birth rate-Total fertility rate is 1.42 in 2018
  • Aging population; 28.1% is over 65 years old
  • Traditional & Modern Culture
  • Capital city: Tokyo


Traditional Japanese cuisine, "WASHOKU" was registered as an Intangible Cultural Haritage by UNESCO in Dec,2013.
What the Traditional Japanese Food is ?
  • Rice is the staple food in Japan.
  • Fish and TOFU is common for main dishes.
  • More than 2 side dishes; Which uses vegetables,mushrooms and seaweed are usually put aside of main dishes.

Japanese Food Information
(Ministry of Agriculture, Forestry and Fisheries)


Alarming Trend: Consumption of Fruits and Vegetable is deceasing

Consumption of Fruits and Vegetable is deceasing

Reference: Ministry of Agriculture, Fisheries and Food’s “Food balance sheet” 2019

  • Consumption of vegetables has decreased 20% compared to 30 years ago and continues to decrease.
  • No age group consumes recommended vegetables daily amount. (350g/day)
  • No age group consumes recommended fruits daily amount. (200g/day excluding peels and cores)
  • Consumption of fruits has increased since 1985 due to cheep imports. However, the recent trend is down.

The reasons that Japanese do not eat appropriate amount of fruits and vegetables are 1) Changing of people eating habits. Western style food became more common compared to the traditional Japanese cooking which uses various vegetables. 2) Changing life styles. More women became a work-force. In line with this, Fast-food, Restaurant and prepared-meal which are tend to be calorie-base rich are increasing.

Changes in People's eating habit

Changes in People's eating habit

Reference: Ministry of Agriculture, Fisheries and Food:Food balance sheet

Survey: How many portions of vegetables do you eat a day?

Survey: How many portions of vegetables do you eat a day?

A Recent Survey showed that 50% of Japanese over the age of 20 mistakingly belief that they eat enough vegetables already. (30,000 samples, March 2012)

Survey: How many portions of vegetables do you eat a day?

  • The No.1 reason for both Women and Men is mistakingly beliefs. Approximately 40% of both men & women mistakingly believe that they eat enough fruits and vegetables already.
  • There is a significant difference between men and women. For women, the No.2 reason is “price”(31%), the No.3 is “difficult to prepare”(14%), the No.4 is “no time”(8%)
    For men, the No.2 reason is “price” (20%),the “No.3 is “difficult to prepare ” (13%), ”the No.4 is “there is no one to prepare them”(13%).
  • In conclusion, this survey shows that we need to better educate men and women of all ages about importance of eating F&V. And we need to work with food industry to help them provide F&V that are easier to prepare.

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