Japan

Growth in the Japanese economy will be lacklustre in 2019. Activities related to the 2020 Tokyo Olympics will be the main driver. However, private consumption remains weak, and the consumption tax rise will be mitigated by fiscal measures. The trade ...

The proliferation of smartphones and apps, and their increasingly central role in consumers’ everyday lives represent a considerable threat to the development of in-car entertainment across categories. As a result, manufacturers are increasingly ...

In 2019, the Japanese Government revised the Telecommunications Business Law to ban carriers from offering plans that cover the cost of both the device, including mobile phones and tablets, and data usage. Prior to the revision, carriers placed high ...

Music streaming is taking root in Japan. According to the Recording Industry Association of Japan (RIAJ), annual sales of music streaming overtook those of music downloads for the first time in 2018 – though sales of physical audio records (including...

The end of the review period saw TV volumes boosted by the replacement of TVs purchased during the spike in sales seen during the 2009-2011 period. In addition, sales were bolstered by demand for 4K TVs. 4K broadcasts began in December 2018. ...

Compact systems cameras saw volumes exceed those of SLR cameras for the first time in 2018 and continued to be the only camera type to see volume growth in the final year of the review period. Frequently called mirrorless cameras, compact systems ...

The revisions to the Telecommunications Business Law introduced by the Japanese Government in 2019 are set to have a significant influence on the character of the mobile phones category. Before the changes to the law, telecommunications carriers ...

This is a time of potentially significant transition for the Japanese consumer electronics market. The end of the review period witnessed changes to legislation relating to the deals telecom operators are able to offer on tablets and mobile phones, ...

The growing popularity of listening to music through streaming services, such as Spotify, Apple Music, AWA and LINE Music, via smartphones and wireless speakers using Bluetooth technology drove significant growth in the wireless speakers category at ...

Smart wearables saw continued strong volume growth in 2019, driven by new players entering the market and the increasing sophistication of the product offer. These factors have played a part in raising consumer awareness of smart wearables and ...

The daily disposable lenses (DD) category, and particularly cosmetic circle lenses, is seeing strong growth in the Japanese market, attracting increasing numbers of consumers away from conventional lenses. Increasingly busy consumers appreciate the ...

Eyewear saw continued growth in Japan in 2019, supported by the ongoing strong performance of contact lenses. The expansion of contact lenses is being driven by the rising demand for daily disposable products, which are attracting consumers away from...

With a shrinking population in Japan, manufacturers continue to look to drive growth through the introduction of value-added spectacles. Products addressing eye fatigue and offering sun protection proved popular towards the end of the review period. ...

Sunglasses is a largely underdeveloped category in Japan compared with Western markets, largely due to the fact that it has a negative image with many consumers. Some people associate sunglasses with the Yakuza (the Japanese mafia) or with young ...

Handbags remained one of the fastest-growing areas of bags and luggage in 2019, supported by inbound tourism, as well as domestic demand. With strict guidelines on product labelling and severe penalties for counterfeit goods, Japan has become a ...

The Japanese jewellery market saw modest growth in 2019. Population decline, a fall in the number of marriages, and the emergence of a more frugal, less ostentatious aesthetic all dampened demand in jewellery at the end of the review period. However,...

Personal accessories saw ongoing value growth in Japan in 2019. Value rose despite falling volumes due to a declining population, the growing prevalence of rental and sharing services in categories such as bags and luggage, and watches, and the ...

The rising number of inbound tourists and high unit prices supported growth in watches at the end of the review period. Government efforts to develop the Japanese tourism industry and boost the number of inbound tourists are helping to drive up sales...

While writing instruments witnessed an ongoing premiumisation trend at the end of the review period, the contraction of the Japanese population, and particularly the decline in the younger population, the primary consumers of writing instruments, has...

Japan continues to battle with depopulation, slow consumption growth, and rapid ageing of its household heads. These factors have a major influence on local households, particularly in terms of childbirth, employment activity, and demand for type of ...