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.
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* 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
- Businesses harness megatrends to renovate, innovate and disrupt
- The drivers shaping consumer behaviour
- Megatrends framework
- Busy lifestyles make digital innovations and convenience a priority
- Convenience
- Kao’s laundry care innovations prioritise both efficacy and user convenience
- Consumers seek ways to make life easier
- Japanese employees strive for a better work-life balance
- The possibility to buy on-the-spot appeals to older shoppers
- Online shoppers enjoy the convenience of ordering from anywhere at anytime
- Younger generations turn to more convenient meal solutions
- Digital living
- 7-Eleven deploys world’s first smart vision sensors to monitor interactions with in-store ads
- Japanese youth are keen gamers
- Consumers pay greater attention to data privacy
- Younger consumers prefer online anonymity
- Friends and family remain the first port of call for recommendations
- Consumers expect a greater amount of online activity in future
- Diversity and inclusion
- Hitachi rewards diversity by boosting pay and ratings for inclusivity advocates
- Japanese remain socially conservative
- Consumers are largely disengaged from politics
- Most are not comfortable with openly expressing their identity
- Japanese consumers tend to be less connected to brand values than their global peers
- Experience more
- Virtual Roblox metaverse and app promote Tokyo as a tourist destination
- Japan’s experience economy continues to develop
- High-quality dining is highly important to travellers
- Older consumers are the most likely to seek out tailored experiences
- Personalisation
- Burger King unveils new Whopper incorporating traditional Japanese ingredients
- Internet users are protective of their personal data
- Consumers shy away from expressing their individuality
- Premiumisation
- Panasonic launches smart rice cooker that can measure rice and water by itself
- Japanese shoppers remain price-sensitive
- Baby Boomers are the most confident in their investments
- Taste is the most important aspect for food buyers
- Pursuit of value
- NTT Docomo’s d Point loyalty scheme can now be used on Amazon Japan
- Gen X are the most frugal cohort
- Most are worried about rising living costs
- Shoppers continue to eschew used items
- Young people are the most likely to support the circular economy
- Shopper reinvented
- Beauty platform @Cosme blends in-store and digital shopping experiences
- Celebrity endorsement holds sway among younger consumers
- Consumers enjoy a mix of offline and online shopping
- Social commerce is still in its infancy
- Gen Z engage the most with brands on social media
- Sustainable living
- Suntory starts using PET bottles made from used cooking oil
- Japanese show relatively little concern about climate change
- Support for ethical buying practices is still low
- Cutting down on food waste is the most pressing environmental concern
- Political discussion continues to defy social norms
- Recyclability is considered the most important sustainable packaging feature
- Wellness
- Megmilk Snow Brand unlocks added value of milk products with functional ingredients
- Massage remains the most popular way to beat stress
- Japanese take a growing interest in holistic wellness
- Consumers pay attention to health and safety
- Leverage the power of megatrends to shape your strategy today
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