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Future Watch: Consumer trends and lifestyles in Japan


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Japan is the second-largest retail market globally. For decades Japanese consumer’s preferences and cultural trends have been influential trend setting phenomenona. To understand how global consumer trends are transforming, it is important to look Japanese consumers behavior and attitudes towards consuming. Today we see behavior shifting. The change of Japanese consumers is not only about what people in Tokyo buy, but also how and what they think when they make decisions for purchases.

Future Watch report and analysis of consumer trends and lifestyles in Japan was done in collaboration with Euromonitor International’s Tokyo office researchers.

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Future Watch: Consumer trends and lifestyles in Japan

  1. 1. Future Watch: ANALYSIS OF CONSUMER TRENDS AND LIFESTYLES IN JAPAN March 2019 © This document includes source material that is the exclusive property of Euromonitor International Ltd and its licensors. All such source material is ©Euromonitor International Ltd 2019 and provided without any warranties or representations about accuracy or completeness. Any reliance on such material is made at users’ own risk. The publication or making available of all or part of the material contained in this document (or any data or other material derived from it) may require Euromonitor’s prior written consent. Please refer to the applicable terms and conditions with Euromonitor.
  2. 2. About Business Finland and Euromonitor © Euromonitor International 2 About Euromonitor Euromonitor is a world leader in strategy research for consumer and B2B markets. We help clients navigate through changing market landscape, predict future market growth, understand the competitive environment, adapt to channel dynamics and interpret local trends and drivers impacting the markets. We deliver value through our ability to synthesize findings from multiple sources and provide insights and analysis helping clients make sense of their markets. Contact us at Business Finland At Business Finland, we create new growth by supporting companies to go global, as well as funding innovations. Our top experts speed up the identification of business opportunities around the world and help transform them into global success stories. Future Watch is part of TF Market opportunities service and it provides actionable insights from our global network for Finnish businesses and stakeholders. Actionable Insights for Finnish companies at
  3. 3. • OBJECTIVES AND RESEARCH METHODOLOGY • EXECUTIVE SUMMARY • JAPAN OVERVIEW • Economic, Demographic and Industry Summary Overview of Japan • ANALYSIS OF KEY TRENDS • Ethical Living • Middle Class Retreat • Loner Lifestyle • OPPORTUNITIES AND CHALLENGES • BIBLIOGRAPHY Report Outline © Euromonitor International 3
  4. 4. Objectives and research methodology © Euromonitor International 4 Objectives Research Methodology Euromonitor International’s Passport: A proprietary database consisting of statistics, market volumes, values, market shares and other pivotal data related to the apparel and home care industries, as well as macro data related to the scope of this study. Secondary research: The scanning of published sources to assess contemporary trends and insights that are already available in the market. The applications of this type of research include but are not limited to: • Updating background information for consumer trends in Japan • Extracting up-to-date case studies and examples from industry players Euromonitor International was commissioned for a research project during the period of November 2018-February 2019 for the following objectives: • Identify and analyse key consumer trends that are shaping Japanese society​ • Understand how these trends are likely to evolve over the next three to five years​ • Assess what these trends mean to Finnish lifestyle brands and provide key recommendations for how to position these brands and products to Japanese consumers​
  5. 5. 1 2 3 Key consumer trends which will shape Japan in the future © Euromonitor International 5 Although ethical living is a new concept for the Japanese, increasing public awareness and ongoing education about the idea will encourage more people to understand the importance of being ethical consumers. Ethical Living With active consumption through the rising number of single-person households, many products and services are now being tailored to singles. As members of this demographic have a strong desire to shape their living spaces into a style that suits them, furniture/home interior goods will benefit from this trend. Loner Lifestyle Middle Class Retreat Consumption patterns are increasingly becoming more selective and consumers are seeking value for money in Japan. The strong interest in unique products among the Japanese will boost demand for items that have a story and brand philosophy.
  6. 6. • Economic • Demographic • Industry JAPAN OVERVIEW © Euromonitor International
  7. 7. Macroeconomic overview 7 €4.2 trillion GDP 347 people/sq km Population Density 0.9% Real GDP Growth in 2018 © Euromonitor International (Fixed 2017 exchange rates, current prices) (Fixed 2017 exchange rates, current prices)
  8. 8. Demographic overview 8 8 84 years Life Expectancy 47.5 years Median Age of Population 126 mn Total Population © Euromonitor International
  9. 9. 17% Saving money Saving money is the top priority for millennials 9 • Millennials in Japan care about saving money for the future due to their strong mistrust of the current pension system. Thus, they pay careful attention when buying products by evaluating price and quality, and they shop smarter. • This is the consumer group which has higher awareness about ethical living. • Digital tools are a part of their lives. They get inspiration from social media and do not hesitate to shop online for ordinary consumer goods. • However, they prefer to check fashion and lifestyle products in a physical store so that they do not waste money. Regarding fashion, they prefer to check the quality, fit and feel before making a purchase. • They follow fashion trends while developing their own unique style. Due to educational reforms introduced during their school years which taught them to respect individuality, they appreciate and accept differences. Millennials in Japan – key trends and characteristics Millennials’ share of the population in 2022 is considered by millennials to be one of their main financial priorities © Euromonitor International
  10. 10. 29% Fewer things but of higher quality Silver consumers prefer to buy fewer higher-quality things 10 • Silver consumers represent the largest consumer group in Japan. This demographic group also owns financial assets of high value. • They are less interested in material wealth and are more interested in experiences. Travelling and leisure are significant aspects of their lives. • They prefer high-quality products and are less likely to purchase economical products than other age groups. They prefer to buy fewer higher-quality products. • Compared to millennials, they spend more on socialising, such as going to restaurants with friends. • Although TV, radio and newspaper media play important roles in providing information to consumers, many silver consumers also use the internet. Purchasing products online has also become very common among these older consumers. • The growing trend of being stylish and looking young even in later life has encouraged spending on fashion. Silver consumers in Japan – key trends and characteristics Silver consumers’ share of the population in 2022 is the common shopping preference among many silver consumers © Euromonitor International
  11. 11. Industry overview © Euromonitor International 11 Apparel in Japan Home Interior in Japan # Company Company Share in 2017 Brands 1 Fast Retailing Co Ltd 15.2% Uniqlo, GU 2 Shimamura Co Ltd 5.8% Shimamura, Birthday, Avail 3 LVMH Moët Hennessy Louis Vuitton SA 2.6% Louis Vuitton, Loewe, Marc Jacobs, Kenzo, etc. 4 World Co Ltd 2.1% Untitled, Indivi, Grove, Index, 3can4on, Ozoc, etc 5 Onward Holdings Co Ltd 2.1% 23ku, Kumikyoku, Jiyuku, icb, etc # Company Company Share in 2017 Brands 1 Nitori Co Ltd 11.0% Nitori 2 Panasonic Corp 2.2% Panasonic 3 Midea Group Co Ltd 1.2% Toshiba 4 Inter Ikea Systems BV 1.1% IKEA 5 Ryohin Keikaku Co Ltd 1.0% MUJI 6 Seven & I Holdings Co Ltd 0.6% Francfranc 7 Karimoku Inc 0.5% Karimoku (million) (million) (Fixed 2017 exchange, historical current/forecast constant prices) (Fixed 2017 exchange, historical current/forecast constant prices)
  12. 12. • Ethical Living • Middle Class Retreat • Loner Lifestyle TREND OVERVIEW © Euromonitor International
  13. 13. The trend section structure © Euromonitor International 13 Trend Summary Drivers Sub-Trends Details of Sub-Trends Consumer Profiles Product/Service Examples
  14. 14. ETHICAL LIVING © Euromonitor International 14 As consumers today are increasingly choosing sustainable products and services, they have a growing power to influence both other consumers and manufacturers due to the rise of social media and the ease of getting information and sharing opinions. While ethical values are expressed in consumer attitudes towards shopping, those considerations differ by age group and gender. In Japan, this only applies to a small percentage of the population so far, but active advertising campaigns about the upcoming 2020 Tokyo Olympic Games are likely to make ethical living a more prominent concern among Japanese consumers.
  15. 15. Shift in life priorities encourages consumers to take action 15 Environmental Shifts and Pressures Increasing Public Awareness Ethical Products The trend towards buying products with ethical labels or considerations is catching on, albeit still in the early adoption phase in Japan The Japanese government is striving to make the 2020 Tokyo Olympic Games as sustainable as possible. Public advertising is accelerating consumer awareness of ethical consumption. Ethical consumption is being taught in schools, which will have a powerful effect on shaping consumer preferences in the future. Japanese consumers are slowly beginning to understand the importance of sustainable consumption as the country has recently dealt with the serious damage caused by multiple natural disasters. Consumers now see that the planet is not the same as it was before and it needs them to take action. They are learning to connect their consumption behaviour with the environment. What is it? Less Focus on Material Wealth Ethical living has become a personal attribute people can display to others. Material wealth is less of a social signifier of status to others. A social shift is taking place where making consumption choices that are beneficial to others and the planet is more highly valued. Even when displaying affluence, people now wish to show off their contribution to society instead of expensive watches or cars. Generally, Japanese consumers are able to relate to and are receptive to being environmentally friendly Beneficial to society Japanese consumers are in general civic-minded and amenable to contributing towards the betterment of society Environmentally Friendly © Euromonitor International
  16. 16. ETHICAL LIVING AS SELF-EXPRESSIONMINDFUL CONSUMPTION Ethical living brings happiness to consumers and they want to display it © Euromonitor International 16 The concept of happiness in Japan has been changing since the country recently endured a series of natural disasters, and people now better understand the idea of work/life balance. Work is losing its role as a source of self-fulfilment for consumers, as many now consider their job just a means to earn money. In addition, consumers are placing more importance on doing good for each other and the planet. Today’s concept of consumption involves contributing to society while safeguarding the planet through more mindful purchases. While many are still learning how to be ethical, buying ethical products gives them a sense of fulfilment. Ethical living is becoming aspirational for consumers. People are inspired by and admire celebrities and influencers who support sustainable consumption. They value the fashionable side of being ethical as well as the actual impact it has on society and the environment. A social media channel such as Instagram is the perfect tool for learning how to be ethical and showing off one’s ethical activities, as many enjoy sharing good products and information on social media.
  17. 17. Work is no longer a priority for most people, so what makes them happy is being socially good Consumers are going through a phase of redefining happiness. Their enthusiasm for work as a means of self-fulfilment is waning, and they are realising that contributing to society through ethical behaviour is highly rewarding. Being ‘socially right’ brings them happiness. Some have started to realise that they can help create a better world through their purchases. 17 Society Health Private life is what the Japanese aspire to contribute to is regarded as one of the more important attributes sought is considered of a higher priority than working hard MINDFUL CONSUMPTION © Euromonitor International
  18. 18. Influenced by celebrities, Japanese females see ethical living as the ideal self-image to display Ethical living has become an ideal self-image to present to others. As consumers want to share who they are on social media, the fashionable nature of ethical living can accelerate the awareness of ethical consumption to a wider segment of the population. Currently, there is a limited choice of ethical products with designs that meet the expectations of Japanese consumers, giving Finnish brands an opportunity to take the lead and see strong success. 18 Females SDGs Design spend more time on social media are rapidly being introduced, with the first women’s magazines focused on SDGs newly launched is what consumers hope to see improve in ethical fashion ETHICAL LIVING AS SELF-EXPRESSION © Euromonitor International
  19. 19. Consumer motivations to be ethical vary by age group 19 • This is the consumer group most educated about ethical living. • They are least experienced in purchasing ethical products. 20s • Females are more active in ethical consumption. • Males in their 30s and 40s have the lowest interest in ethical consumption. 30s/40s • They have the highest interest in ethical consumption. • They recognise ethical consumption as essential for the future. 50s+ Ethical Living Motivations Who Is the Ethical Consumer? • They are interested in ethical living because they care about the environment but also want to help the local economy. • Price also matters when it comes to ethical apparel. Many would buy ethical apparel if prices were the same as for non-ethical apparel. • They feel they waste energy but are interested in ethical living because they care about the environment. They also enjoy the stories behind ethical products. • Among these consumers, many in their 30s and 40s would only buy ethical apparel if it had the same price as non-ethical products. • Yet some consumers would also pay extra for ethical products. Females are the most willing to pay higher prices for ethical apparel among all age groups. • They are interested in ethical living because they care about the younger generations. • They are willing to pay extra for ethical products. Among these consumers, the majority would pay a little extra for ethical products compared to non-ethical products. Consumers in this age group are also less hesitant to pay more for ethical apparel. 20s 30s/40s 50s+ © Euromonitor International
  20. 20. Consumers are confused and need some guidance on ethical purchases © Euromonitor International 20 Why Are Japanese Consumers Not Ethical Yet? What Can Be Improved? 1 2 3 The majority of Japanese consumers have not realised that they are responsible for what they purchase. They are also confused about what actions they should take, while many are willing to change the way they live to become more environmentally friendly. Consumers generally still need some level of incentivisation or motivation to sustain their ethical activities as these are not yet innate behaviours. Make ethical products easy to spot at shops and clearly state the ethical contribution made by purchasing the products. Make the ethical messaging of products easy to share on social media so that consumers can be recognised for their contributions.
  21. 21. Making consumer contributions and ethics visible to others © Euromonitor International 21 actcoin Ethical Gift The newly launched app allows consumers to see their ethical activities visually. Consumers can earn tokens for participating in ethical activities and sharing experiences on social media. Earned tokens can be used for donations. actcoin: Ethical Gift is an online retailer focusing on ethical gifts. As consumers want to show themselves to be ethical people, they can choose ethical gifting as well to express themselves this way to others. Ethical Gift:
  22. 22. MIDDLE CLASS RETREAT © Euromonitor International 22 The rising number of price-conscious consumers has generated new ideas about what constitutes ‘good products’. Consumers are trading up and down to buy products which are a better fit with their preferences and lifestyles. The strong consumer interest in value for money results in consumers having low brand loyalty. Products with a clear value proposition, attractive pricing and positive reviews/engagement tend to perform better in this environment. Communicating to consumers about both brand image and the stories behind products is a key strategy to building consumer interest.
  23. 23. Consumers are redefining ‘good products’ © Euromonitor International 23 Saving Money What is it? Backlash against Mass Production Own Fashion-style Female consumers are more geared towards self-styling than following current fashion trends Although the younger generations tend to purchase fast-fashion brands, their needs are becoming more personalised and fragmented. The vast range of choices available online once fulfilled their needs. Now, however, consumers are in search of unique products with distinct stories, as they tire of seeing similar products in both brick-and- mortar shops and online. Minimalism Durability Consumers strongly value durability as they tend to select products that can be used over the long term Due to the impact of recessions and a series of natural disasters, Japanese consumers are focusing less on acquiring luxury items and are placing more value on a minimalist lifestyle that is mentally and emotionally enriching. When making purchases, they now try to make more careful choices as they want to own fewer items. Financial Prudence Millennials are especially keen to save money in order to secure their financial situation for the future Due to uncertainty about the future in Japan, including concerns about pensions and job security, Japanese people of all ages tend to save money. Many feel that saving money is important in order to have a comfortable life after retirement.
  24. 24. C-TO-C COMMERCEFICKLE CONSUMERS Consumers shop wisely while enjoying spending on unique products © Euromonitor International 24 Consumers are becoming less brand-loyal, particularly for products about which they lack strong preferences. They aim to make smart decisions by reading online reviews, including price comparison sites. They also visit physical stores and find things that best suit their preferences and lifestyles. In many cases, value for money is the key purchase driver, as many Japanese people are price-sensitive. On the other hand, consumers are willing to pay more for products with added value, such as brand storylines or unique designs, in order to differentiate themselves from others and assert their individuality. C-to-C commerce plays a role not only as part of the sharing economy but also in terms of buying items that offer value for money. For example, after visiting a showroom, people often check whether products are being sold on a flea market app (e.g. Mercari). Even when buying new products, consumers consider the product’s value when used, if sold on a flea market app. At the same time, people like finding unique, one-of-a-kind products to fit their preferences and tastes, which is reflected in the popularity of C-to-C apps for craft goods.
  25. 25. Consumers are increasingly becoming picky as price no longer explains quality Consumers are becoming increasingly selective and are constantly assessing value for money. When purchasing fashion and home interior goods, consumers select each item carefully based on value and their preferences, which include unique design, functionality, storyline, etc. While women tend to prioritise design more than men do, men often place a higher emphasis on function. 25 Lack of brand loyalty Product quality FICKLE CONSUMERS Showrooms are gaining traction, especially among female consumers, for homogenous products that can be examined offline and purchased online © Euromonitor International is encouraging consumers to save money on products for which they have fewer preferences and spend more on unique products is prioritised over prices by consumers
  26. 26. Consumers are moving away from mainstream trends and craving unique items The rapid growth of C-to-C commerce is reshaping consumption patterns in Japan. Many people who use flea market apps buy new products with the intention of reselling them after use. This changes their decision- making process when buying new products, as they avoid disposable products in favour of those designed for longer-term use. Consumers also find C-to-C commerce a great way to find unique products, as many are willing to spend more for unique products, unlike other things on the market. © Euromonitor International 26 Originality Flea market apps Resale potential is highly valued by flea market app users, who want unique products that are not in vogue are becoming common among consumers is a consideration of many flea market app users at the time of purchasing new products C-TO-C COMMERCE
  27. 27. Consumer preferences in fashion and home interiors vary by age group © Euromonitor International 27 (work in progress) consumer sense of fulfillment when being ethical. This is a trend that consumers are not seeking for material wealth anymore but want to feel they are successful/important/good individual. Doing something ethical is touching their sense of achievement as being good individual. • Price is the first priority when purchasing fashion items, followed by design. • They prioritise their own style over fashion trends. • Simple design and natural materials are most preferred. • Instagram strongly influences purchasing intentions. • High functionality (new or multiple functions) and good design are prioritised when purchasing interior items. • While men prefer to purchase highly functional items, good home interior design tends to be more of a concern among women. • While price and design are most prioritised when purchasing fashion items, comfort and quality of materials are also highly valued. • Similar to younger demographics, older people also prefer simple design and natural materials and prioritise their own preferences over fashion trends. • High quality (durability) is most prioritised among older age groups when purchasing interior goods. • Good after-sales service is also highly considered by older consumers. Preferences in Fashion Preferences in Home Interiors 20s-40s 50s+ 20s-40s 50s+
  28. 28. Showroom stores and craft goods sites address discerning consumers © Euromonitor International 28 Third Magazine Creema This popular C-to-C commerce site offers various craft and handmade items, including fashion, furniture, interior goods, etc. The shop provides an enjoyable experience finding one-of-a-kind items. Creema: The first showroom store by a major apparel player, Melrose, focuses on offering selective brands including 20% imported and 10% secondhand clothes, which appeal to highly discerning adult women. The store provides a relaxed atmosphere with café space and personal coordination services by professional advisers. There is no cashier located on premises and customers are required to access Melrose’s online shop to make purchases. Third Magazine:
  29. 29. LONER LIFESTYLE © Euromonitor International 29 As referred to in Japanese, dokushin-kizoku (well-off singles) or single consumers are seen rather positively in Japan. Consumers who are happily single tend to value their freedom and spend their time and money on hobbies and pleasant activities that enhance their full enjoyment of life. They enjoy spending time at home during the weekend for just relaxing, cleaning, cooking, sleeping, watching TV, etc. Since many Japanese consumers feel highly stressed at work, they strive to create a relaxed environment at home, incorporating styles they like.
  30. 30. Consumers appreciate ‘alone’ time and money to spend by themselves © Euromonitor International 30 All Money for Myself What is it? Desire to Relax Spend time alone The majority of single consumers prefer to spend their days off by themselves Many single consumers prefer to spend time alone at home on their days off due to hectic job demands. They have a strong desire to secure time for themselves, which is their highest priority. Engaging in social networking, surfing the internet and watching films on demand are also high priorities for spending time on days off. Diversity in Lifestyles Freedom Single consumers are prioritising freedom over marrying someone Due to the rising number of single consumers as a result of fewer arranged marriages and more independent women, Japanese society has adapted to allow more diversified lifestyles. While many single people hope to get married one day, many do not mind being single due to the fact that there is less social pressure to marry than in the past. More pocket money Many single consumers have money which they can freely use each month compared to married consumers Single consumers typically control their own time and money and spend more freely than their married counterparts. They value allocating their time and money for themselves, pursuing hobbies, playing games, reading, engaging in social networking or physical fitness, learning new skills for work, etc.
  31. 31. CREATING OWN CASTLEHAPPY SINGLES Consumers enjoy single life as the social pressure to marry has declined © Euromonitor International 31 With lifestyles becoming increasingly diverse, marriage is no longer a requirement in Japan. Women have more choices in life than they used to. Being financially independent, some women prefer to remain single rather than making compromises in order to be married or partnered. Men are also putting off getting married, avoiding restrictions on their freedom to decide how to spend their time and money. Many people in Japan are happily single without being concerned what other people might think about them remaining single. Due to a highly stressful work life, many single consumers have a strong desire to relax at home. They enjoy shaping their living environment into a style they love. Creating a special place just for themselves is a source of fulfilment and calmness. They seek to reduce stress by creating a private space filled with things they truly love. Many reasonably priced interior products allow them to decorate their homes with seasonal items in various design styles including Nordic, Hawaiian, antique, etc.
  32. 32. More services and products for singles are required as they become the largest consumer group Single consumers in Japan know how to enjoy life without a permanent romantic partner. While many of them enjoy socialising, marriage is not something they necessarily need. As they are able to control their own finances, they can spend money on exactly the things they like. Many services and products in Japan are targeted towards single consumers (e.g. trips, lessons, furniture, restaurants, karaoke, etc.) so they can best enjoy the single life. © Euromonitor International 32 No desire for marriage More single of Japanese men never marry, compared to 14% of women is becoming a common concept held by many singles in their 20s and 30s consumers than senior consumers will exist by 2035 HAPPY SINGLES 23%
  33. 33. Consumers create homes that surpass functionality and become luxury spaces where they can truly relax While the majority of single consumers lived in studios or one-bedroom apartments five or 10 years ago, more spacious living quarters have become common for single consumers. In order to truly relax, consumers are shaping their living spaces into the style they love. The increased availability of themed interior goods is largely contributing to this trend. As consumers seek to relax, they prefer harmonious tastes and colours for the interior goods they own. © Euromonitor International 33 Two or more rooms Staying at home in houses/flats is becoming more popular among single consumers is the most common way to spend days off among single consumers CREATING OWN CASTLE Simpleis considered to be an ideal theme for a home interior
  34. 34. Single consumers’ characteristics vary by gender © Euromonitor International 34 30s/40s Men • They enjoy spending money out socialising and visiting with their female friends. • They like rewarding themselves for working hard. This includes buying themselves new fashion items, having lunch at fine restaurants and visiting beauty salons. 30s/40s Women • Single women spend time on hobbies as well as investing in themselves by following beauty regimens, learning new skills or doing various things for their work and personal lives. • They tend to spend a lot of money on food and drinks including eating out, as many Japanese men in this age group do not cook. • They spend money on their hobbies and investments such as the stock market. • Single men spend time on hobbies such as gaming and electronic gadgets. Physical training is also popular. How Do They Spend Their Money? How Do They Spend Their Time? 30s/40s Men 30s/40s Women
  35. 35. Services for single consumers are on the rise © Euromonitor International 35 Aloha ZIPANGs A lesson search site targeting single consumers and offering various lessons (sports, languages, cooking, music, photography, business, IT/web, art, beauty, etc.) specialised for single consumers who want to find friends. Aloha: Online retailer of furniture/home interior goods targeting consumers who live alone. Many interiors are featured which coordinate examples for singles, including smaller furniture pieces. ZIPANGs:
  36. 36. Challenges © Euromonitor International 36 • Although consumers are increasingly interested in ethical consumption, it will take more than five years for ethical living to become mainstream. • Price is a major influence affecting purchasing decisions in all age groups, and most Japanese consumers would only be willing to purchase ethical products if they cost no more than regular options. • Frequent natural disasters in Japan are making people worried about buying expensive furniture. • Declining marriage rates mean fewer occasions for consumers to purchase large furniture items, as partners moving in together is a common opportunity for Japanese consumers to buy new furniture.
  37. 37. Opportunities • Leverage the increased international awareness of the 2020 Tokyo Olympic Games to showcase Finland as an ethical country and producer of high-quality ethical goods. • Clearly highlight ethical goods’ features to facilitate easy consumer identification. Make ethical products easy to spot and share on social media. • Tap into rising consumer preferences for unique goods with stories, which are especially valued in C- to-C commerce. • Create showroom goods that appeal to consumer preferences for in-person evaluation. • Target single consumers who enjoy treating themselves with fashion goods and designing their homes as luxurious and relaxing spaces. © Euromonitor International 37
  38. 38. Bibliography © Euromonitor International 38 1 Euromonitor International. Economies and Consumers, 2019 Edition 2 Euromonitor International. Apparel and Footwear, 2018 Edition 3 Euromonitor International. Home and Garden, 2018 Edition 4 Allied Architects Inc (2017). 「インスタ映え」など、10~50代男女のInstagramに関する意識・実態を調査. (Title in English: ‘Instagenic’ and more: Research on the use of Instagram among males and females ages 10-50.) 5 Kearney, A.T. (2017). 未来の消費者に関するグローバル調査. (Title in English: Global research on consumers of the future.) 6 Bureau of Citizens and Cultural Affairs, Tokyo (2018). 都民の結婚等に関する実態及び意識に ついてのインターネット調査. (Title in English: Research on marriage among citizens in Tokyo: Internet survey results.) 7 BWRITE. (2016). 服の購入についての意識調査. (Title in English: Research on the purchase of apparel products.) 8 Cabinet Office, Government of Japan (2017). 社会意識に関する世論調査 . (Title in English: Research on society.) 9 Cabinet Office, Government of Japan (2018). 少子化社会対策白書. (Title in English: The whitepaper of solutions for a declining birth rate.) 10 Citizen Watch Co Ltd (2016). 独身ビジネスパーソンの休日時間. (Title in English: The days off of single professionals.) 11 Consumer Affairs Agency of Japan (2017).「倫理的消費」調査研究会. (Title in English: The study of ethical consumption.) 12 Cross Marketing Inc (2018). 未婚若者の4割に結婚願望なし. (Title in English: 40% of unmarried younger generations do not desire to get married.) 13 Dinos Cecile Co Ltd (2017). 家具とライフスタイルに関する意識と実態調査. (Title in English: Research on Japanese’ perceptions on furniture and lifestyles.) 14 Ethica (2017). “残念じゃない”エシカルファッションのセレクトショップがオンラインストアをオープン. (Title in English: The launch of online shops: Selected shops of ethical fashion with good design.) 15 Hanote (2018). 2018年春、何を新調する?10~40代の女性1,000人にきくファッション調査!. (Title in English: What do you buy in the spring in 2018? The survey on fashion with 1,000 females aged from their teens-40s.)
  39. 39. Bibliography © Euromonitor International 39 16 Iris Plaza (2017). 今ドキの一人暮らしって?10年前と比べてみました. (Title in English: Modern single-person households? Comparison to 10 years ago.) 17 Kao Corporation (2015). 20〜30代女性のインテリアは統一感重視. (Title in English: Ladies in their 20s and 30s prefer harmony in interiors.) 18 LINE Corporation (2018).「独身男性は悠々自適」は誤解 平均年収を超えているのはたったの25%. (Title in English: The misunderstanding about single males: Only 25% earn more than average income.) 19 Mash Media Inc (2016).「休日は家で1人」が6割!今時の“独身男女”の実態が明らかに. (Title in English: Revealing modern singles: 60% stay home alone on their days off.) 20 Mercari Inc (2018).「フリマアプリ利用者と非利用者の消費行動」に関する意識調査. (Title in English: The research of consumption styles: Comparison between consumers who use flea market apps and those who do not.) 21 Ministry of Economy, Trade and Industry of Japan (2017).「消費者理解に基づく消費経済市場の活性化」研究会 結果報告書. (Title in English: The revitalisation of economies by understanding consumers.) 22 Ministry of Economy, Trade and Industry of Japan (2017). 消費生活に関する意識調査 結果報告書. (Title in English: The attitude survey on consumers’ lifestyles.) 23 Mobile Marketing Data Labo (2017). 2017年フリマアプリに関する利用実態調査. (Title in English: Research on the usage of flea market apps in 2017.) 24 Mynavi Corporation (2017). 独身社会人が毎月自由に使えるお金の額. (Title in English: Money that single professionals can use freely.) 25 National Institute for Environmental Studies, Japan (2016). 日本人の環境意識に関する世論調査結果について. (Title in English: Research on the Japanese people’s environmental understanding.) 26 National Institute of Population and Social Security Research (2017). 人口統計資料集. (Title in English: The statistics of population.) 27 NIFTY NeXus Co (2016). 家具・インテリアで重視していること. (Title in English: Things that are prioritised (among consumers) in furniture and interiors.) 28 Nippon Communications Foundation (2015). データから見たシニア消費の実態. (Title in English: Analysis of senior consumers and their consumption.) 29 Nomura Research Institute Ltd (2018). 生活者1万人アンケート(8回目)にみる日本人の価値観・消費行動の変化. (Title in English: Survey on the sense of value and change among 10,000 Japanese.) 30 Ready to Fashion Inc (2017). ファッションに関する人々の意識調査. (Title in English: Research on consumers’ perceptions of fashion.)
  40. 40. Bibliography © Euromonitor International 40 31 Recruit Holdings Co Ltd (2016). 独身20代と40代、休日の過ごし方ランキング!. (Title in English: Top things singles in their 20s-40s do on their days off.) 32 Research and Development Inc (2018). 働き方改革で変わる仕事への情熱、「ほどほど」がワークライフバランス?. (Title in English: The attitude towards work: Is a moderate amount of passion the key to work-life balance?) 33 Senden Kaigi (2017). シニア世代を年齢と嗜好性でマッピング、可能性のある市場はどこにある?. (Title in English: The map of senior consumer preferences: Where is the potential growth?) 34 Senshukai Co Ltd (2016). 「ファッション」について 9割近くが「流行より“好み”を重視」. (Title in English: About fashion: Almost 90% prioritise their own style over trends.) 35 SMBC Consumer Finance (2017). 20代の金銭感覚についての意識調査2017. (Title in English: Research on the financial preferences of Japanese people in their 20s.) 36 Sompo Japan Nipponkoa Insurance Inc (2018). 社会的課題・SDGs に関する意識調査. (Title in English: Survey on social challenges and SDGs.) 37 Sustainable Brands Japan (2016). H&M、持続可能な素材使用率が3年で倍増. (Title in English: The use of sustainable materials by H&M doubled in these three years.) 38 The Dai-ichi Life Insurance Company Limited (2017). 消費者の意識からみるこれからの消費行動. (Title in English: The future of consumption: Analysis according to consumer perceptions.) 39 Toyo Keizai Inc (2017). 外食費は1家族以上!独身男は「よき消費者」だ. (Title in English: Single males are ‘great consumers’: Their expenditure on eating out exceeds the average family spend.) 40 Web-tan Forum (2018). 2018年世界の消費者意識調査. (Title in English: Research on global consumer perceptions in 2018.)
  41. 41. CONTACT DETAILS Megumi Matsunaga Senior Analyst Tel: +81 (0)3 3436 2102 Masateru Konno Associate Consultant Tel: +81 (0)3 3436 2102 Oleg Degtiariov Senior Business Development, Consulting Tel: +370 5 243 1577 Mangirdas Ciocys Senior Account Manager Tel: +370 5 243 1577 Laura Kopilow Advisor, Fashion and Lifestyle