Despite nearly half of all consumers being concerned about climate change, less than 18% feel their sustainable actions can make a difference to the world. This means there is strong opportunity for brands to invest in actionable claims and sustainability awareness campaigns. The biggest type of sustainable consumer is the naturalist, but at less than 9% of consumers, this is comparatively low globally. However, 43% of naturalists are willing to pay more for apparel with sustainable attributes.

Retail value sales of drinking milk products are set to grow in current terms in Japan in 2025. This is mainly due to the expected price increase for several drinking milk products, especially fresh milk, the largest category overall. In March 2025, it was announced that the price of raw milk, the raw material for fresh milk, will be raised by JPY4 per kilogramme, which will be applied to transactions from 1 August. This will be the first increase in the price of raw milk in two years - since Au

Retail value sales of other dairy are set to rise in current terms in Japan in 2025. This is mainly due to increasing unit prices. Indeed, retail volume sales are expected to fall during the year. Raw material prices have remained at elevated levels due to factors including expanding global demand. In addition, increased crude oil prices have resulted in higher logistics costs and packaging material prices. Moreover, other expenses such as energy costs have also remained at elevated levels. Furt

Retail value sales of baby food are set to fall in current terms in Japan in 2025. Although the potential consumer base is shrinking due to the declining birth rate in the country, the utilisation rate of both baby food and milk formula is increasing amid ongoing changes in the environment, such as the increase in dual-income households, mothers returning to work early, and fathers’ increased participation in child-rearing. In addition, traditional beliefs that favoured breast milk and homemade

Retail value sales of cheese are set to decline in current terms in Japan in 2025. The decline resulted primarily from a fall in volumes due largely to price increases. Prices of Oceania-produced cheese imported from Australia and New Zealand in the first half of 2025 (January to June) were up about 15% compared to the second half of 2024 (July to December). Japan imports 80% of the cheese it consumes domestically, and Oceania (Australia and New Zealand) accounts for 40% of total imports, which

Retail value sales of yoghurt and sour milk products are set to rise in current terms in Japan in 2025. This is mainly due to the increase in unit prices in the category. Raw material prices have remained high due to factors such as rising global demand. Furthermore, logistics and packaging material costs have risen because of the surge in crude oil prices, while other expenses, including energy costs, have also remained high. In addition, with raw milk production costs increasing due to soaring

Retail value sales of butter and spreads are set to grow in current terms in Japan in 2025. This is mainly due to an increase in unit price. Raw material prices have remained elevated due to factors such as global demand expansion. Additionally, logistics costs and packaging material prices have risen due to the surge in crude oil prices, and other expenses such as energy costs have also remained at elevated levels. Furthermore, amid rising raw milk production costs due to soaring feed prices, t

Retail value sales of dairy products and alternatives are expected to rise in current terms in Japan in 2025, primarily as a result of rising unit prices. The cost of raw materials has remained elevated as a result of factors such as rising global demand. At the same time, the surge in crude oil prices has led to logistics costs and packaging material prices rising, while expenses such as energy costs have also remained high. Furthermore, increasing raw milk production costs due to soaring feed

Retail value sales of plant-based dairy are set to rise in current terms in Japan in 2025. This is largely owing to a recovery in the sales of soy drinks, the largest category in plant-based dairy, which accounts for more than 90% of overall category retail volume sales. The soy drinks market reached record high sales in both retail value and volume terms in 2020 but has since been in decline due to factors such as price hikes leading to reduced consumer purchases. However, in 2024, industry-wid

The global economy showed resilience in H1 2025, supported by improved financial conditions, lower energy prices and front-loading exports. However, rising US tariffs and persistent uncertainty are set to constrain growth going forward. Global real GDP growth is forecast to stay at 2.9% in 2025 and 2026, down from 3.3% in 2024. Trade tensions, policy risks and inflationary shifts weigh on outlooks for both advanced and developing economies.

In 2025, in-car entertainment remains in decline in Japan in a trend observed over the past 15 years, where both volume and value have struggled. This persistent downturn is largely a result of structural changes within the automotive industry. Traditionally, the in-car entertainment category tracked by Euromonitor includes products purchased by consumers from car accessory shops post-vehicle purchase, typically referred to as aftermarket products.

Volume sales of home audio and cinema are falling in Japan in 2025. The transformation of music consumption has dramatically evolved with the advent of modern technology. Previously, music was often enjoyed in specific, refined settings, but the introduction of smartphones and cloud services has made music more casual and universally accessible. In Japan, this shift began gaining significant momentum when the first iPhone was released in 2008. By 2013, over 60% of Japanese households owned a sma

2025 is seeing volume sales of mobile phones rise in Japan 2025, marking a turnaround from the previous three years, as smartphones recovers. Smartphones has experienced a rollercoaster ride over the past few years. High-end models performed well in 2024, with that set to persist in 2025 as demand for high-specification smartphones remains strong, signifying their status as essential items in daily life.

Volume sales of overall consumer electronics in Japan are rising slightly in 2025. The local market remains deeply influenced by complex economic factors such as the post-pandemic rebound, depreciation of the yen and rising inflation. These elements are significantly shaping consumer purchasing patterns, highlighting notable sensitivity to price increases in the mid- to low-price range products. As a result, there is a marked trend towards prioritising cost-performance among Japanese consumers,

2025 is seeing retail volume sales of computers and peripherals decreasing marginally in Japan – at a much slower rate than previously in the review period, and as such 2025 marks a promising turnaround for the category. Most members of computers and peripherals are posting robust rises. This recovery suggests that computers and peripherals is finally emerging from the prolonged slump caused by the earlier overconsumption. As the world adjusts to new norms and technological advancements continue

In 2025, volume sales of portable players continue to fall in Japan, with only e-readers posting positive growth. Previously popular devices such as the Walkman and older iPod models, also known as digital audio players (DAPs), were the domain of core music enthusiasts. The shift is hardly surprising given the advancements in smartphone technology, which now allow for easy music portability and access. Moreover, the prevalent trend has moved towards streaming music on-demand via the internet rat

Japan is seeing volume sales of home video fall in 2025. After experiencing a surge in demand during the 2020 stay-at-home period, LCD TVs faced three consecutive years of declining sales volumes until 2023. However, in 2024, the pattern finally reversed, showing positive growth, and this upward trend is continuing in 2025. On the other hand, OLED TVs has not been performing well. In 2024, OLED TVs saw a double-digit percentage decrease, and in 2025 the decline persists.

Volume sales of wearable electronics in Japan are rising in 2025, with activity bands posting by far the fastest growth. Wearable electronics have become essential health management devices. Following three consecutive years of double-digit growth in 2020, 2021 and 2022, the category faced a reactionary decline in volume in 2023 - a trend which continued into 2024. This downturn was primarily due to negative growth in two major product areas: smart wearables and activity watches (analogue). In 2

Volume sales of overall imaging devices are falling in Japan in 2025, driven by the persistent decline of digital camcorders. By contrast, digital cameras saw a significant rebound in 2024, with volume sales increasing by double digits, and in 2025 growth continues, though has slowed significantly and looks unlikely to continue into the forecast period.

Volume sales of wireless headphones are still rising in Japan in 2025, though growth is slowing significantly. Mass TWS earbuds is the most dynamic category in terms of volume growth, with rates notably slower than those recorded in the previous year. At the same time, as mass-produced models become more prevalent, there has been a notable decline in the average unit value. This shift was exemplified when, for the first time in 2024, the volume of mass TWS earbuds surpassed that of premium model