Consumer Values and Behaviour in Japan

June 2025

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

EUR 1,375
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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
Consumer values and behaviour in Japan
Consumers are troubled by the escalating expenses associated with everyday goods
Baby Boomers prioritize taking precautions for health and safety when leaving home
Japanese consumers seek out distinctively tailored products and services
Gen Z conduct thorough investigations on the goods and services they use
Consumers in Japan expect they will be happier than they are now
Gen Z prepared to do more work in future than they do now
While at home, consumers in Japan like to exercise
Safe location - the most desired home feature
Consumers prefer to reheat or prepare ready made meals
Japanese have voiced their aversion to cooking
Younger generations claim to lack the knowledge of culinary skills
Consumers in Japan look for healthy ingredients in food and beverages
Gen Z expect to have the capability of performing job duties remotely
Japanese primarily desire to have a sense of assurance in job position
Japanese say they maintain a clear separation between their professional and personal life
Japanese go shopping for enjoyment
Gen Z prefer interacting with their friends virtually
Japanese prioritise value for money when travelling
Gen X expect level of food excellence options when travelling
Consumers walk or hike for exercise
Baby Boomers most frequent in participating in group fitness sessions
Japanese are interested in massages to improve wellbeing
Consumers are concerned about climate change
Consumers actively working towards greener and more sustainable practices
Consumers in Japan motivated to utilize packaging that is environmentally sustainable
Consumers in Japan utilize social and political media to voice their views and beliefs
Consumers in Japan visit stores that offer loyalty programs or memberships
Millennials love exploring shopping malls
Consumers frequently search for affordable and store-brand items
Older generations are open to purchasing used or pre-owned goods
Consumers in Japan subscribe to online streaming services
Consumers set to increase spending on health and wellness
Younger generations foresee increasing spending on health and wellness the most
Consumers express a worry over their present economic state
Baby Boomers are most secure in their current financial obligations
Saving money remains top priority among younger Japanese consumers
Japanese say that targeted ads based on their searches are an invasion of privacy
Younger generations say that it is important to cultivate their personal brand online
Japanese watch videos online
Younger generations regularly utilize mobile applications to monitor their well-being
Older generations most active in using online banking services
Japanese follow or like companies' social media feed or posts
Gen Z frequently share their purchasing habits with their local network online
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