Summary

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.

Euromonitor's Megatrends in Japan report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Megatrends market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

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Table of Contents

Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Convenience
Generation Z most likely to use tech to improve their lives
Consumers seek greater flexibility
Shoppers want to buy on the spot
Convenience drives e-commerce demand
Cooking is an inconvenience for younger consumers
Digital living
Yahoo! Mart provides frictionless shopping experience with facial biometric payments
Video gaming remains popular
The Japanese are protective of their personal data
Millennials want to preserve online anonymity
Consumer reviews are the most trusted information source
Consumers expect more online activity post-pandemic
Diversity and inclusion
Toyota's C+walk S promotes successful ageing in place for older adults
Generation Z are the most vocal on social media
Japanese remain reticent vis-à-vis involvement in social issues
Relatively few are comfortable with expressing their identity
Millennials pay the closest attention to company values
Experience more
Longing for travel and exploration is met by an air balloon reaching 25km
Shopping remains a popular leisure activity
Japanese pay close attention to food quality when travelling
Consumers continue to prefer real world over online experiences
Personalisation
Zozo offers AI-based personal styling service in its first physical store
Young consumers favour virtual activities
Generation Z are the most individualistic consumers
Premiumisation
Hamada Syuzou launches premium, shochu-based craft gin
Young people want customised experiences
Consumers lack confidence in their investments
Taste takes precedence over other food attributes
Pursuit of value
Smartpay promotes financial inclusion with streamlined BNPL solution
Generation X are the keenest to find bargains
Concerns over rising living costs increase
Shoppers have yet to embrace the circular economy
Generation Z are the most eager to save money
Shopper reinvented
Lawson opens Japan’s first “avatar-staffed” convenience store
Generation Z are the most trusting of celebrity-endorsed brands
Shoppers prefer to buy clothes and appliances in-store
Consumers are reluctant to engage with brands online
Generation Z are the most open to s-commerce
Sustainable living
Japanese start-up Elephantech develops eco-friendly printed circuit boards
Most are concerned about the impact of global warming
Recycling levels remain low, however
Reducing food waste tops the list of green activities
Voting rates are high
Recyclable packaging is considered the most sustainable
Wellness
Drinkable sleep aid Pilkul Miracle Care collaborates with Pokémon Sleep for promotion
Massage commonly used to alleviate stress
Consumers prefer functional foods over supplements
Attention is paid to health and safety when out and about
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