日本における消費者のライフスタイル

新しいトレンドは、手の届く贅沢品です。オンライン小売は急成長し、ほぼ全人口に受け入れられているソーシャルネットワーキングは、小売に大きな影響を持っています。ハイテク（先端技術）は日常生活の一部です。高齢化が急速に進み、多くの人々が独り暮らしです。健康への意識と健康的な食事は、文化の重要な一部です。

当レポートでは、日本における消費者のライフスタイルについて調査分析し、人口、都市開発、持ち家、世帯プロファイル、労働、所得、消費者・家族の支出、健康、教育、食習慣、飲酒習慣、ショッピング習慣、個人の身だしなみ、衣類、レジャー習慣、貯蓄と投資、メディア、通信、移動、旅行・観光など、消費者の支出に影響を与える要因について検証して、概略以下の構成でお届けいたします。

主要な消費者動向

• オムニチャネルの小売
• 倹約の習慣は無くならない
• ソーシャルネットワーキングがブランドと消費者をつなぐ
• 伝統工芸には強烈な魅力がある
• 複雑な満足度

消費者区分

• 乳幼児
• キッズ（3～8歳）
• トゥイーン（9～12歳）
• ティーン（13～17歳）
• ヤングアダルト（18～29歳）
• ミドルユース（30～45歳）
• 中年層（45～59歳）
• 高齢者（60歳以上）

住宅と世帯

• 持ち家
• 世帯プロファイル
• 維持費

お金と貯蓄

• 支払方法に対する考え方
• 貯蓄
• ローンと不動産担保ローン

食事と飲酒

• 食習慣
• 飲酒習慣

身だしなみとファッション

• 美容の認識
• 女性の身だしなみ
• 男性の身だしなみ
• ファッションの動向

健康とウェルネス

• 健康と幸福に対する考え方
• 肥満
• 喫煙に対する考え方

ショッピング習慣

• 主な家庭用品店
• 高額商品のショッピング
• 個人のショッピング
• オンラインショッピング

レジャーと娯楽

• 在宅
• 外出
• スポーツ、フィットネス
• 休暇
• 祝日、お祝い、贈答

移動

• 自家輸送
• 公共交通機関
• 通勤
• 飛行機旅行

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 in Japan

Euromonitor's Consumer Lifestyles 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 Consumer Overview 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.

TABLE OF CONTENTS

Scope

Consumer Landscape in Japan 2022

Life priorities

Japanese consumers want time for themselves above family time

Prioritising time for favourite pursuits trumps all other activities

Consumers want curated and tailored products and services

Gen Z more focused on unique and curated experiences and products

Japanese consumers like to try new products and services

Younger cohorts want to know more about the products they are consuming

Home life

Japanese households are far less active in their homes than their global counterparts

Over half of Gen Z and Millennials play video games at home at least weekly

Proximity to public transport more important to Japanese households than globally

Eating habits

Millennials more likely to reheat or prepare a ready meal than other generations

Consumers are price sensitive but want superior tasting food

Low uptake of meat-free diets, but flexitarian diets more popular

Japanese consumers snack more at the weekends

Millennials least likely to eat their meals at the same time each day

Working life

High salaries less important than job security

Younger cohorts feel less strongly about being able to work from home

Job security not as high priority to Gen Z as earning a high salary

Expectations of future work-life scenarios much lower than global average

Ability to work from home important consideration for Millennials

Leisure habits

Gen Z way ahead of other generations in frequency of online and in-person socialising

Shopping is a major leisure pursuit in Japan

All generations enjoy leisure shopping over other activities

International trips curtailed by the pandemic spurring demand for domestic travel

Quality of dining experience overtakes holiday shopping by wide margin

Older generations more focused on the quality of dining at their holiday destination

Health and wellness

28% of Japanese respondents take health supplements/vitamins almost every day

Group fitness classes and team sports not as popular as individual sports

Walking and hiking most popular exercise for Millennials upwards

Massage by far the most popular method of reducing stress

Younger cohorts more inclined to use sleep aids for stress reduction

Sustainable living

Japanese consumers have most trust in "recyclable" labels

Concerns over climate change apparent among Baby Boomers

Recycling efforts low compared with global average

Using sustainable packaging is more important to older generations

Consumers less likely to share their views, but buy based on their values

Gen X buy from brands that support issues aligned with their values and beliefs

Shopping habits

Shoppers have a penchant for shopping malls but want quality products

Gen Z like shopping malls but are less focused on premium products

Recommendations from friends and family less influential in Japan

Millennials influenced by independent consumer reviews and brand/company websites

Convenience of subscription services surpasses all other motivations

All generations appreciate the convenience of subscription services

Seeing and trying items top motivation to shop in-store for Japanese consumers

Baby Boomers more motivated to shop in-store than other generations

Best price not as motivating to shop online as convenience and free delivery

Ability to order at any time or place key driver to shop online

Spending habits

Gen Z most ambitious about their future spending intentions

Younger generations intend to increase their savings over the next 12 months

Technology

Japanese consumers value online privacy and are reluctant to share personal information

Younger cohorts more likely to share their data to receive personalised offers

Adoption of smart appliances and virtual assistant devices low by global standards

Ownership rate for smartwatches and fitness wearables below global average

Japanese not as active on social networks as global average

Gen Z most active on social networks and online video gaming