Consumer Lifestyles in Japan
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Japan
Euromonitor's Consumer Lifestyles in Japan report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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* Get a detailed picture of the Consumer Overview market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Scope
- Consumer Landscape in Japan 2022
- Life priorities
- Japanese consumers want time for themselves above family time
- Prioritising time for favourite pursuits trumps all other activities
- Consumers want curated and tailored products and services
- Gen Z more focused on unique and curated experiences and products
- Japanese consumers like to try new products and services
- Younger cohorts want to know more about the products they are consuming
- Home life
- Japanese households are far less active in their homes than their global counterparts
- Over half of Gen Z and Millennials play video games at home at least weekly
- Proximity to public transport more important to Japanese households than globally
- Eating habits
- Millennials more likely to reheat or prepare a ready meal than other generations
- Consumers are price sensitive but want superior tasting food
- Low uptake of meat-free diets, but flexitarian diets more popular
- Japanese consumers snack more at the weekends
- Millennials least likely to eat their meals at the same time each day
- Working life
- High salaries less important than job security
- Younger cohorts feel less strongly about being able to work from home
- Job security not as high priority to Gen Z as earning a high salary
- Expectations of future work-life scenarios much lower than global average
- Ability to work from home important consideration for Millennials
- Leisure habits
- Gen Z way ahead of other generations in frequency of online and in-person socialising
- Shopping is a major leisure pursuit in Japan
- All generations enjoy leisure shopping over other activities
- International trips curtailed by the pandemic spurring demand for domestic travel
- Quality of dining experience overtakes holiday shopping by wide margin
- Older generations more focused on the quality of dining at their holiday destination
- Health and wellness
- 28% of Japanese respondents take health supplements/vitamins almost every day
- Group fitness classes and team sports not as popular as individual sports
- Walking and hiking most popular exercise for Millennials upwards
- Massage by far the most popular method of reducing stress
- Younger cohorts more inclined to use sleep aids for stress reduction
- Sustainable living
- Japanese consumers have most trust in “recyclable” labels
- Concerns over climate change apparent among Baby Boomers
- Recycling efforts low compared with global average
- Using sustainable packaging is more important to older generations
- Consumers less likely to share their views, but buy based on their values
- Gen X buy from brands that support issues aligned with their values and beliefs
- Shopping habits
- Shoppers have a penchant for shopping malls but want quality products
- Gen Z like shopping malls but are less focused on premium products
- Recommendations from friends and family less influential in Japan
- Millennials influenced by independent consumer reviews and brand/company websites
- Convenience of subscription services surpasses all other motivations
- All generations appreciate the convenience of subscription services
- Seeing and trying items top motivation to shop in-store for Japanese consumers
- Baby Boomers more motivated to shop in-store than other generations
- Best price not as motivating to shop online as convenience and free delivery
- Ability to order at any time or place key driver to shop online
- Spending habits
- Gen Z most ambitious about their future spending intentions
- Younger generations intend to increase their savings over the next 12 months
- Technology
- Japanese consumers value online privacy and are reluctant to share personal information
- Younger cohorts more likely to share their data to receive personalised offers
- Adoption of smart appliances and virtual assistant devices low by global standards
- Ownership rate for smartwatches and fitness wearables below global average
- Japanese not as active on social networks as global average
- Gen Z most active on social networks and online video gaming
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