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Income and Expenditure: Japan

August 2022

Per capita income levels in Japan are among the highest regionally but are set to witness subdued growth through to 2040. Over the medium term, the consumer market is forecast to recover to pre-pandemic levels, driven by easing COVID-19 restrictions, improving consumer confidence and strong pent-up demand. However, a deepening demographic crisis, high gender inequality, fiscal sustainability risks and subdued wage and employment growth will hinder consumer market development in the long term.

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Overview:

The Country Briefings series examine market potential, economic and consumer trends impacting each country and how they are set to change.

Each Country Briefing covers one of these topics:

Economy, Finance and Trade: Understanding the structure, health and potential risks of an economy are important for decision-making within an existing operating environment as well as for expansion strategies. Real GDP growth, inflation and exchange rate fluctuations will directly impact consumer market potential. Import and export trade profiles help gauge how open an economy is to trade and investment, while analysis of government finances can be used to explore macroeconomic stability and susceptibility to economic shocks.

Income and Expenditure: Insights into income, wealth and expenditure of consumers are vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

Households: Global shifts in gender, ageing, migration and housing are transforming the size, location,  general make-up as well as income and expenditure of households around the globe, with diverse implications for governments and companies. Households insights can help identify the decision-making processes and consumption tastes of different household groups and types within a country, and assess household appliance and digital readiness that is key for formulating market technology and internet strategies.

Business Dynamics: A stable and competitive business environment is vital to operate efficiently and attract inward investment. Businesses can assess these factors alongside challenges such as corruption, political instability and terrorism, also gain insight into business operating environment and make strategic investment decisions. Transport infrastructure, ICT readiness and labour force dynamics will also identify potential issues with a supply chain and the level of workforce skills.

Commodities: Insights on key sectors directly related to the environmental commodities of a country such as energy, water, pollution, environmental resilience, forest and biodiversity and food and agriculture help businesses to make strategic decisions in relation to environmental and commodities trends, improve brand reputation and ensure long-term operations while ultimately growing the bottom line.

The briefings cover 103 countries and identify topics of crucial interest to planners, marketers and researchers.

Income and Expenditure: Japan

HEADLINES

Consumer Income
Per capita income levels to witness sluggish growth
Social Classes/Inequality
Social classes D and E are forecast to remain prevalent over the forecast period
Consumer Expenditure
Japanese consumer market to recover to pre-pandemic levels in the medium term
Wealth and Wealthy Consumers
Market potential for high-value consumption set to decrease
Chart 1 Annual Gross Income Distribution by Age in Japan: 2021
Chart 2 Distribution of Income in Japan - Key Metrics: 2021-2040
Chart 3 Gross Income Growth Index in Japan: 2021-2040
Chart 4 Average Gross Income by Age in Japan: 2021-2040
Chart 5 Population by Income Brackets in 2040
Chart 6 Gini Index: 2021/2040
Chart 7 Households by Disposable Income (PPP) over 2021-2040
Chart 8 Overview of Japan’s Social Classes
Chart 9 Social Class D by Age: 2021/2040
Chart 10 Consumer Market and Spending in Japan - Key Metrics: 2040
Chart 11 Consumer Expenditure in Top Regions: Size in 2040 and Growth over 2016-2040
Chart 12 Urban/Rural Consumer Expenditure in 2040
Chart 13 Household Expenditure in 2021
Chart 14 Consumer Spending by Category in Japan 2021-2040: USD per Household
Chart 15 Index of Consumer Prices in Japan over 2010-2021
Chart 16 Household Expenditure by Category in Japan: 2040
Chart 17 Japan’s Wealth Landscape: 2021-2030
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