Megatrends in Japan

June 2022

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 eight focus megatrends and insights as to how each trend has manifested in Japan.

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This report comes in PPT.


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?
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Japan’s wearable payment ring Evering allows a smooth payment experience for seniors
Gaming is most important across all generations
Diffidence over connecting digitally with commerce
Gen Z the most cautious over data privacy
Independent reviews are the number one trusted source of information
Just 17% of Japanese felt they would go back to in-person
Experience more
Japanese NPO Virtual Rights conducts first fully-VR board meeting
Younger cohorts strongly value experiences
Socialising and shopping are the key leisure habits
Quality of food experience at destination is much more important to Japanese than globally
Millennials and Gen Z keen to go back to real life
Middle class reset
Mercari Station in-store encourages second-hand app development
Gen Z less engaged with frugal shopping choices
Second-hand trade well-established
All cohorts intending to decrease overall spending
Lotte’s Nyusankin Chocolat : Premiumising to counter market saturation in Japan
Curated, tailored experiences and simplification are the main drivers
Optimism about value of long-term investments is firmest trait
Quality/Price ratio is the most valued feature
Shifting market frontiers
Next Meats spearheading authentic plant-based Japanese meat substitutes overseas
Travellers have less interest in immersing themselves in local culture
Boomers most likely to purchase locally-sourced products
Shopping reinvented
éclat+ Box allows Japanese consumers private and convenient nail care
High percentage of consumers buy on their computer or tablet; but in-store remains strong
Japanese consumers have low levels of digital engagement with companies
Millennials more responsive to company or brand social media posts
Sustainable living
Variety store MUJI opens its first sustainability-focused outlet in Japan
Climate change stands out as the most pressing ethical issue
Reducing food waste is the stand-out
Voting is the most important ethical action for Japanese consumers
Recyclable and refillable/reusable packaging are considered best for the environment
Kirin exploring new claims with iMuse, as beverages become consumed as supplements
Taking exercise and health supplements the way to health for Japanese
Massage by far the most popular method of reducing stress
Digital health commitment low
Taking safety precautions when leaving home remains most important

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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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