The Japanese edible oil market has changed substantially over the last few decades. In fact, healthy oils such as perilla, linseed (flaxseed), and olive oil are gaining popularity among consumers. Using the Dirichlet model, this study analyzed scanner and survey data to better understand how health consciousness affects oil consumption. The results of the estimation indicate that health-conscious consumers pick healthier oils over unhealthy ones. By contrast, consumers suffering from chronic diseases (high blood pressure and diabetes) reduce their oil intake, while those suffering from cholesterol consume more healthy oils.