Table of Content

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