Consumer Values and Behaviour in Japan

June 2021

This report visually explores everyday habits and behaviours that reflect consumers’ beliefs and values, linking behavioural trends with purchase and consumption habits in Japan

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Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Japan report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Japan report answers:

  • How is the consumer mindset in Japan changing? In Japan, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Japan purchase decisions?
  • Where and how do consumers shop in Japan?
  • What health-related activities do consumers in Japan participate in?
  • What megatrends should I focus on in Japan (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer Values and Behaviour in Japan
Consumers prefer unique and tailored products to trying new ones
Millennials most interested in curated and tailored products/services
Millennials have a more relaxed attitude towards spending
Japanese have more pessimistic view of their future than globally
Japanese consumers feel financially vulnerable
Younger generations more enthusiastic about their future
Low levels of confidence in the world being safer in the future
Climate change concerns mirror the global average
The future impact of climate change crosses all generations
Single households have more time for personal activities
Video gaming popular across all generations except Baby Boomers
Air quality an important consideration for Japanese households
Access to public transport also important
Takeaway/pick-up food more popular than home delivery
Lack of cooking skills biggest barrier to cooking at home
Millennials find lack of time biggest hindrance to cooking
Looking for healthy ingredients much lower than global average
But on a national level healthy ingredients most sought after
Work-life balance most important consideration
Gen Z aspire to work for themselves to find their own work-life balance
Job security prioritised over earning a high salary
Job security is a key priority across the generations
Strict boundaries between work and personal life are blurring
Gen Z feeling under pressure, while Boomers want to simplify their lives
Socialising online most regular activity, but day trips also popular
Millennials most likely to socialise with their friends online
Consumers enjoy shopping as a leisure activity
Shopping by far the most frequent leisure activity for all generations
Group fitness classes and team sports not as popular as solitary exercise
Walking and hiking most popular exercise for all generations
Massage by far the most popular method of reducing stress
Millennials choose sleep aids next to massage to reduce stress levels
Japanese consumers have most trust in ‘recyclable’ labels
Concerns over climate change apparent among all generations
Recycling efforts low compared with global average
All generations working on reducing use of plastics and food waste…
…but not buying sustainably-produced items as much as 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 Z clearly expects brands to support their beliefs and values
Consumers shop at stores where they have a loyalty card/membership
Gen Z like shopping malls but are less focused on premium products
Japanese consumers are willing to shop for ‘vintage’ items
Millennials more likely to look for personalised shopping experiences
Consumers more comfortable buying takeaway food in person
Gen Z like to shop in-store for their beauty and personal care products
Increase in spending to be concentrated on holidays and health
Gen Z focused on increasing spending on clothing and footwear
Consumers are concerned about online privacy and do not like sharing
Millennials closely manage their data sharing and privacy settings
Consumers have low levels of online engagement…
…although Millennials are more engaged than other generations
Consumers adept at making in-store mobile payments
In-store mobile payments most frequent activity for all except Gen Z

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