Consumer Values and Behaviour in Japan

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

USD 1,475
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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 values and behaviour in Japan
Japanese like to ensure health and safety measures are in place before they leave home
Baby boomers say spiritual beliefs remain an integral part of their life
Japanese consumers seek out distinctively tailored products and services
Younger generations much more open to exploring and testing new products and offerings
Japanese consumers feeling less optimistic about the future compared to other citizens
Over half of generation Z consumers expect they will be happier in the future
When at home, Japanese consumers frequently exercise
Safe location is the most appreciated home feature among Japanese households
Consumers in Japan prefer to cook or bake themselves
Consumers in Japan say that someone else in their household typically cooks for them
Gen Z say that someone else in their household typically cooks for them
25% of consumers in Japan look for healthy ingredients in food and beverages
Strong work-life balance top of Japanese preference for working conditions
Job security paramount for Japanese workers
Japanese say they have a strict boundary between work and personal life
In Japan, shopping for enjoyment is a popular leisure activity
Gen Z consumers much more likely to socialise in person with their peers
Japanese prioritise maximizing the benefits while minimising cost when travelling
Value for money top of mind for Gen Z and millennials
Weekly walk or hike for exercise remains the most popular exercise routine in Japan
Gen X sees greatest number of weekly walks or hikes for exercise
Millennials taking active steps to reduce stress and maintain a positive mental state
Consumers in Japan remain neutral about ethical label claims
Just over half of consumers are focused on reducing food waste
Gen X the most active in green behaviours and activism
Japanese consumers not driven by activism in political and social issues
Compared to global results, Japanese maintain a relaxed attitude to shopping activities
Older generations driven the most by finding potential bargains
Consumers in Japan are open to purchasing used or pre-owned goods
Private label and lower priced offerings hold very little appeal among baby boomers
Consumers in Japan mostly subscribe to online streaming services
Japanese intending to drastically reduce their expenditure on non-tangible experiences
Gen Z foresee increasing spending on travel/holidays the most
Consumers express concern over the present economic state
Generation X indicates the strongest concern around their financial standing
Generation Z united in their intention to increase attempts at saving money in the future
Japanese consumers choose to remain unidentified while using the internet
Younger generations more inclined to communicate online
Japanese consumers the most frequent in checking or refreshing profiles on a social media
Younger consumers most active subscribers for on-demand video streaming
Gen Z and millennials most likely to purchase goods or services online
Japanese far less active in online interaction with brands compared to rest of the world
Gen Z most active in following or liking companies' social media feed or posts
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