Megatrends in Japan
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in Japan.
Euromonitor's Megatrends 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 Megatrends 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
- The drivers shaping consumer behaviour
- Megatrends framework
- Businesses harness megatrends to renovate, innovate and disrupt
- Convenience
- Generation Z most likely to use tech to improve their lives
- Consumers seek greater flexibility
- Shoppers want to buy on the spot
- Convenience drives e-commerce demand
- Cooking is an inconvenience for younger consumers
- Digital living
- Yahoo! Mart provides frictionless shopping experience with facial biometric payments
- Video gaming remains popular
- The Japanese are protective of their personal data
- Millennials want to preserve online anonymity
- Consumer reviews are the most trusted information source
- Consumers expect more online activity post-pandemic
- Diversity and inclusion
- Toyota's C+walk S promotes successful ageing in place for older adults
- Generation Z are the most vocal on social media
- Japanese remain reticent vis-à-vis involvement in social issues
- Relatively few are comfortable with expressing their identity
- Millennials pay the closest attention to company values
- Experience more
- Longing for travel and exploration is met by an air balloon reaching 25km
- Shopping remains a popular leisure activity
- Japanese pay close attention to food quality when travelling
- Consumers continue to prefer real world over online experiences
- Personalisation
- Zozo offers AI-based personal styling service in its first physical store
- Young consumers favour virtual activities
- Generation Z are the most individualistic consumers
- Premiumisation
- Hamada Syuzou launches premium, shochu-based craft gin
- Young people want customised experiences
- Consumers lack confidence in their investments
- Taste takes precedence over other food attributes
- Pursuit of value
- Smartpay promotes financial inclusion with streamlined BNPL solution
- Generation X are the keenest to find bargains
- Concerns over rising living costs increase
- Shoppers have yet to embrace the circular economy
- Generation Z are the most eager to save money
- Shopper reinvented
- Lawson opens Japan’s first “avatar-staffed” convenience store
- Generation Z are the most trusting of celebrity-endorsed brands
- Shoppers prefer to buy clothes and appliances in-store
- Consumers are reluctant to engage with brands online
- Generation Z are the most open to s-commerce
- Sustainable living
- Japanese start-up Elephantech develops eco-friendly printed circuit boards
- Most are concerned about the impact of global warming
- Recycling levels remain low, however
- Reducing food waste tops the list of green activities
- Voting rates are high
- Recyclable packaging is considered the most sustainable
- Wellness
- Drinkable sleep aid Pilkul Miracle Care collaborates with Pokémon Sleep for promotion
- Massage commonly used to alleviate stress
- Consumers prefer functional foods over supplements
- Attention is paid to health and safety when out and about
- Leverage the power of megatrends to shape your strategy today
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