Consumer Values and Behaviour in Japan
This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.
Euromonitor's Consumer Values and Behaviour 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.
Why buy this report?
* Get a detailed picture of the Consumer Values 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 values and behaviour in Japan
- Japanese like to ensure health and safety measures are in place before they leave home
- Baby boomers say spiritual beliefs remain an integral part of their life
- Japanese consumers seek out distinctively tailored products and services
- Younger generations much more open to exploring and testing new products and offerings
- Japanese consumers feeling less optimistic about the future compared to other citizens
- Over half of generation Z consumers expect they will be happier in the future
- When at home, Japanese consumers frequently exercise
- Safe location is the most appreciated home feature among Japanese households
- Consumers in Japan prefer to cook or bake themselves
- Consumers in Japan say that someone else in their household typically cooks for them
- Gen Z say that someone else in their household typically cooks for them
- 25% of consumers in Japan look for healthy ingredients in food and beverages
- Strong work-life balance top of Japanese preference for working conditions
- Job security paramount for Japanese workers
- Japanese say they have a strict boundary between work and personal life
- In Japan, shopping for enjoyment is a popular leisure activity
- Gen Z consumers much more likely to socialise in person with their peers
- Japanese prioritise maximizing the benefits while minimising cost when travelling
- Value for money top of mind for Gen Z and millennials
- Weekly walk or hike for exercise remains the most popular exercise routine in Japan
- Gen X sees greatest number of weekly walks or hikes for exercise
- Millennials taking active steps to reduce stress and maintain a positive mental state
- Consumers in Japan remain neutral about ethical label claims
- Just over half of consumers are focused on reducing food waste
- Gen X the most active in green behaviours and activism
- Japanese consumers not driven by activism in political and social issues
- Compared to global results, Japanese maintain a relaxed attitude to shopping activities
- Older generations driven the most by finding potential bargains
- Consumers in Japan are open to purchasing used or pre-owned goods
- Private label and lower priced offerings hold very little appeal among baby boomers
- Consumers in Japan mostly subscribe to online streaming services
- Japanese intending to drastically reduce their expenditure on non-tangible experiences
- Gen Z foresee increasing spending on travel/holidays the most
- Consumers express concern over the present economic state
- Generation X indicates the strongest concern around their financial standing
- Generation Z united in their intention to increase attempts at saving money in the future
- Japanese consumers choose to remain unidentified while using the internet
- Younger generations more inclined to communicate online
- Japanese consumers the most frequent in checking or refreshing profiles on a social media
- Younger consumers most active subscribers for on-demand video streaming
- Gen Z and millennials most likely to purchase goods or services online
- Japanese far less active in online interaction with brands compared to rest of the world
- Gen Z most active in following or liking companies' social media feed or posts
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