Consumer Lifestyles in Japan

June 2024

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations, and aligning them with broader trends.

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Overview:

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?
Download Table of Contents
Scope
Consumer landscape in Japan 2024
Personal traits and values
Japanese consumers concerned about the rising cost of essential goods
Japanese place high priority on putting time aside for themselves
Japanese consumers feel it is important to experience cultures other than their own
Baby boomers value real world experiences more than other generations
Voice of the consumer (1)
Gen Z feel they will be the happiest generation in the years to come
Personal traits and values survey highlights
Home life and leisure time
Gen Z spend almost equal amounts of time on cleaning, hobbies and studying
Gen Z most active generation in spending leisure time online
Voice of the consumer (2)
Minimalistic design holds strong appeal among millennials
Older generations place safe location high on the priority list
Japanese consumers desire getting the most value for money when travelling
Home life and leisure time survey highlights
Eating and dietary habits
Gen Z actively trying to lose weight while closely monitoring their eating habits
Millennials and Gen X most likely to cite lack of time as a major barrier to cooking
Japanese households cook and prepare meals at least once a day
Older generations less likely to say they are vegan
Voice of the consumer (3)
Japanese are ready to pay more for products with superior taste
Eating and dietary habits survey highlights
Working life
Japanese employees place health and safety top of work priority list
Japanese consumers seek to have a job that allows for a strong work-life balance
Voice of the consumer (4)
Younger generations place higher emphasis on earning a competitive income
Consumers expect to work from home in the future
Working life survey highlights
Health and wellness
Japanese consumers engage in walking or hiking at least a few times a week
Voice of the consumer (5)
Massage the most active stress-reduction activity undertaken by Japanese consumers
Health and nutritional properties is the most influential product feature in Japan
Gen Z most actively utilising tech to monitor their health and fitness
Health and wellness survey highlights
Shopping and spending
Japanese frequently searching for discounts
Voice of the consumer (6)
Millennials don't mind buying inexpensive items that will not last long
Gen X and Z seek products with labels that are easy to understand
Japanese consumers show willingness to purchase second hand or previously owned goods
Millennials most likely to purchase pre-owned goods
Gen Z consumers most active in engaging and interacting with brands online
Japanese consumers trust friends and family recommendations the most
Voice of the consumer (7)
Japanese set to decrease spending on novelty experiences the most
Gen X consumers the most concerned about their current financial situation
Shopping and spending survey highlights
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