1. Future Watch:
ANALYSIS OF CONSUMER TRENDS AND LIFESTYLES IN JAPAN
March 2019
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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 www.euromonitor.com
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 www.marketopportunities.fi

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
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4. Objectives and research methodology
© Euromonitor International
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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. 1
2
3
Key consumer trends which will shape Japan in the future
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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. • Economic
• Demographic
• Industry
JAPAN OVERVIEW
© Euromonitor International

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. Demographic overview
8
8
84 years
Life Expectancy
47.5 years
Median Age of
Population
126 mn
Total Population
© Euromonitor International

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. 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. Industry overview
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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. • Ethical Living
• Middle Class Retreat
• Loner Lifestyle
TREND OVERVIEW
© Euromonitor International

13. The trend section structure
© Euromonitor International
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Trend Summary Drivers Sub-Trends
Details of Sub-Trends Consumer Profiles Product/Service Examples

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. 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. ETHICAL LIVING AS SELF-EXPRESSIONMINDFUL CONSUMPTION
Ethical living brings happiness to consumers and they want to display it
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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. 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. 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. 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. Consumers are confused and need some guidance on ethical purchases
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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. Making consumer contributions and ethics visible to others
© Euromonitor International
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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: https://actcoin.jp/
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: https://ethical-gift.jp/

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. Consumers are redefining ‘good products’
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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. C-TO-C COMMERCEFICKLE CONSUMERS
Consumers shop wisely while enjoying spending on unique products
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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. 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. 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. Consumer preferences in fashion and home interiors vary by age group
© Euromonitor International
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(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. Showroom stores and craft goods sites address discerning consumers
© Euromonitor International
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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: https://www.creema.jp/
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: https://ginzamag.com/fashion/third-magazine/

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. Consumers appreciate ‘alone’ time and money to spend by themselves
© Euromonitor International
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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. 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. 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. 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. 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. 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: https://aloha-mahalo.jp/
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: https://www.1hitorigurashi.com/

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. 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. 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.)

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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.)

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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. CONTACT DETAILS
Megumi Matsunaga
Senior Analyst
Tel: +81 (0)3 3436 2102
Megumi.Matsunaga@Euromonitor.com
Masateru Konno
Associate Consultant
Tel: +81 (0)3 3436 2102
Masateru.Konno@Euromonitor.com
Oleg Degtiariov
Senior Business Development, Consulting
Tel: +370 5 243 1577
Oleg.Degtiariov@Euromonitor.com
Mangirdas Ciocys
Senior Account Manager
Tel: +370 5 243 1577
Mangirdas.Ciocys@Euromonitor.com
Laura Kopilow
Advisor, Fashion and Lifestyle
Laura.Kopilow@businessfinland.fi