This study aims to determine a preferred dining style for the next generation by using the helpful toolkit called "The Seven Tools for New Product Planning", suggested by N. Kanda etc. Just as our diet has changed year-by-year, the attitudes and behavior of homemakers in respect of diet 10 years from now are not expected to mirror those of present-day homemakers . In order to introduce new products and services as quickly as possible to potential new markets, it is necessary to understand the

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... etary perceptions of today's younger generation, and propose new dining styles that include new concepts for products and services according to the needs of them. This study was implemented through the following procedures: first, group interviews to understand potential dietary preferences; next, a questionnaire survey to verify dining style preferences for the next generation; third, positioning analysis to determine the correlation between various eating patterns and the eating styles that consumers prefer; fourth , creation of unique ideas by the conceptualization method for new products to support the preferred dining style; fifth, screening of the ideas , using the idea screening method; finally, conjoint analysis used to optimize the product concepts. Then, two kinds of dining style were proposed, "pleasurable dining" and "stylish dining." Refrigerator , tabletop cooker, k otatsu and lighting fixtures improved by younger generation were simulated to be promising.