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The Japanese consumer market

The Japanese consumer market. Mariko Fujiwara Hakuhodo, Inc., Tokyo Japan. Demographics. （ Area ） （ Population ） Hokkaido 5,684,842 4.55% Tohoku 9,865,006 7.90% Kanto 39,159,557 31.35% Hokuriku 5,614,151 4.49% Tokai-Koshinetsu 15,672,025 12.55% Kinki 22,226,969 17.79%

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The Japanese consumer market

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  1. The Japanese consumer market Mariko Fujiwara Hakuhodo, Inc., Tokyo Japan

  2. Demographics

  3. （Area） （ Population） Hokkaido 5,684,842 4.55% Tohoku 9,865,006 7.90% Kanto 39,159,557 31.35% Hokuriku 5,614,151 4.49% Tokai-Koshinetsu 15,672,025 12.55% Kinki 22,226,969 17.79% Chugoku 7,763,515 6.22% Shikoku 4,220,707 3.38% Kyushu 14,707,601 11.77% Total Nearly 125,000,000 31.4% 4.5% 7.9% 17.8% 12.5% 4.5% 6.2% 11.8% 3.38% Kanto Tokai Kansai 62% Urbanized population HAKUHODO

  4. Average life expectancies grew significantly

  5. Fastest aging population in the world today Female Male

  6. The very old dominate the senior population

  7. Fertility rates dropping rapidly

  8. Labor force will continue to decrease in size • Labor force Labor force 10,000

  9. Japanese population pyramid 1950-2050

  10. Japanese households decreasing rapidly in size (thousands) Nr. of households Nr. of persons per household 1975 1980 1985 1990 1995 2000 2005

  11. More couples live by themselves and more alone Families Non family Nuclear families Other families One parent with children Single person household Couples Couple with children 1985 1990 1995 2000

  12. Most significant demographic facts are: • Fastest aging society in the world • Fertility rate continues to drop very fast • Total population began decreasing in 2005 • The population is highly urbanized • Live in smaller families • More live as couples or alone

  13. How they translate into consumer behavior? • They are not interested in large quantities • They need smaller/ individual portions • They can exercise discretion easily • They can focus on what they really want and forego others because nobody suffers • They can afford more expensive things

  14. Japanese families

  15. Marriage and divorceper 1,000 Marriage Divorce

  16. Younger generations are marrying later First marriage First marriages Husband Wife Age differences

  17. Marriage and starting a family • Fewer marriages • Marrying later • Waiting longer to start a family • Having fewer children • More having no children • More divorces • More remarriages

  18. Greater variety of families • Half of them have members 2 or less • Parents and two children not so typical any more • Single-person households grow fastest • Husband and wife (couples by themselves) • One-parent and children less • Other • The rest in special care facilities

  19. Japanese women

  20. Japanese women receiving increasingly more education1954－2005 Female Male

  21. Lifecycle of Japanese women today Care for the elderly members of the family

  22. Women in the workforce by age group Asia Europe Asia China Czech Sweden France Hong Kong Japan Holland Italy USA Korea Malaysia India Pakistan

  23. Japanese women by occupation, role and experiences 1986-2005 School teachers Total Population Traveled abroad All employee Manufacturing Gov’t committee Medical doctor Upper House Researchers Lower House Section chief

  24. More Japanese now work part time Part time worker/ all workers in Japanese workforce %

  25. Signs of recovery? • More companies report profit • More companies began higher many more new recruits • The prices of property has begun recovering • Consumers replacing their old appliances with more new ones sooner • Some suffer from negative equity while the first time buyers enjoy relatively affordable housing costs

  26. Consumer durables 1955-2006 Refrigerator Color TV Washer Vacuum Cleaner Mobile phone Cars PC VTR Digital camera Air conditioner Microwave oven DVD P/R

  27. Consumers have begun replacing old with new Average interval Japanese consumers replace their appliances with Air conditioner Refrigerator Color TV Washer

  28. Market regains consumer confidence? Yen Discretionary income Household expenditure

  29. Internet access by age group

  30. New and altered behavior • ICT and e-Commerce or m-Commerce • ICT and info-communication industries altered the lifestyle of Japanese consumers • ICT empowered consumers with voice • ICT allowed consumers to actively shape the market

  31. Consumer values and preferences

  32. Areas of consumption Japanese wish to focus /improve Leisure and hobby Food and Diet Housing Durablegoods Clothes

  33. Recent experiences for the Japanese “Seikatsusha” • Prolonged recession has forced Japanese “Seikatsusha” to reexamine their consumer behavior • We saw negative growth in some years, and the record high unemployment rates in post WWII deprived the younger workers of good jobs • Changes in “Japanese” employment pattern and salary structure had an impact on consumer confidence • Some suffer from negative equity

  34. “Mosaic” Consumption • Two orientations coexist in consumer behavior • 1.Preference for the real thing • “It’s worth spending more money to get something good” • 2.Preference for lower prices • “Would like to pay less for things that they’re not so particular about” • Source : A publication from Hakuhodo Institute of Life and Living,1997

  35. 　　　　　“Mosaic” Consumption • The Reason Behind this Situation... • Japanese consumers are getting used to an economy that is growing more slowly • They’re noticing that…. The economy is growing not so fast as before. Be selective and focused. . Quality of life is important...

  36. Promising targets

  37. Women in the Japanese market • Better educated • Highly qualified women enter the workforce • An increasing number of young women are working and the wage gap is narrowing for them • More women are pursuing careers • Women are becoming more visible in well-paid positions and in higher management positions

  38. Seniors

  39. Today’s Japanese seniors

  40. The generation who worked hard to rebuild and modernize the economy. They are the first to have accepted and adopted Western ideas and technology. They have ample time with disposable income and / or sizable savings to enjoy life. They are actively seeking ways to enjoy life for themselves. They try to remain young at heart. They try to remain active and want to look stylish and attractive. Young Seniors

  41. The First Postwar Baby Boomers • 80% of assets held by individuals in Japan belong to those aged over 50. • They are in late 50s now and are well aware that they are getting older. • Most of them feel that they are young and capable of competing with their younger colleagues in many areas.

  42. The First Postwar Baby Boomers • Finally, they are seeking ways to live their lives for themselves. • They like to think of themselves as being fashion conscious and fashionably dressed. • They have interest in maintaining good health through healthy diet.

  43. Japanese seniors today want to serve themselves

  44. Japanese seniors want a lot of communication Child Spouse Sibling Grand child Friend

  45. Quality of Life Issues • Good health • Sensible diet • Focus on healthy lifestyles • Interest in sports • Participation in sports events

  46. Quality of Life Issues • Quality of Experience • Time Value • Focus on Leisure • Focus on Style • Slow and genuine process • Slow life

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