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 10 focus megatrends and insights as to how each trend has manifested in Japan.
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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?
Scope
Businesses harness megatrends to renovate, innovate and disrupt
The drivers shaping consumer behaviour
Megatrends framework
Busy lifestyles make digital innovations and convenience a priority
Convenience
Kao’s laundry care innovations prioritise both efficacy and user convenience
Consumers seek ways to make life easier
Japanese employees strive for a better work-life balance
The possibility to buy on-the-spot appeals to older shoppers
Online shoppers enjoy the convenience of ordering from anywhere at anytime
Younger generations turn to more convenient meal solutions
Digital living
7-Eleven deploys world’s first smart vision sensors to monitor interactions with in-store ads
Japanese youth are keen gamers
Consumers pay greater attention to data privacy
Younger consumers prefer online anonymity
Friends and family remain the first port of call for recommendations
Consumers expect a greater amount of online activity in future
Diversity and inclusion
Hitachi rewards diversity by boosting pay and ratings for inclusivity advocates
Japanese remain socially conservative
Consumers are largely disengaged from politics
Most are not comfortable with openly expressing their identity
Japanese consumers tend to be less connected to brand values than their global peers
Experience more
Virtual Roblox metaverse and app promote Tokyo as a tourist destination
Japan’s experience economy continues to develop
High-quality dining is highly important to travellers
Older consumers are the most likely to seek out tailored experiences
Personalisation
Burger King unveils new Whopper incorporating traditional Japanese ingredients
Internet users are protective of their personal data
Consumers shy away from expressing their individuality
Premiumisation
Panasonic launches smart rice cooker that can measure rice and water by itself
Japanese shoppers remain price-sensitive
Baby Boomers are the most confident in their investments
Taste is the most important aspect for food buyers
Pursuit of value
NTT Docomo’s d Point loyalty scheme can now be used on Amazon Japan
Gen X are the most frugal cohort
Most are worried about rising living costs
Shoppers continue to eschew used items
Young people are the most likely to support the circular economy
Shopper reinvented
Beauty platform @Cosme blends in-store and digital shopping experiences
Celebrity endorsement holds sway among younger consumers
Consumers enjoy a mix of offline and online shopping
Social commerce is still in its infancy
Gen Z engage the most with brands on social media
Sustainable living
Suntory starts using PET bottles made from used cooking oil
Japanese show relatively little concern about climate change
Support for ethical buying practices is still low
Cutting down on food waste is the most pressing environmental concern
Political discussion continues to defy social norms
Recyclability is considered the most important sustainable packaging feature
Wellness
Megmilk Snow Brand unlocks added value of milk products with functional ingredients
Massage remains the most popular way to beat stress
Japanese take a growing interest in holistic wellness
Consumers pay attention to health and safety
Leverage the power of megatrends to shape your strategy today
Buy Conumer Lifestyle overview reports to:
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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