86% of Japanese consumers believe that they are currently living in a recession. This is indicative of an intensifying 'recessionary mindset' influencing consumer behavior. Symptomatic of falling consumer confidence is the fact that over one-in-three Japanese consumers are having difficulty paying their bills and expect their household's financial situation to worsen throughout 2009
Scope
Detailed analysis documenting Japanese consumers' 'recessionary mindset' and how this influences perceptions about their current and future prospects
Insights highlighting how the economic downturn has affected perceived quality of life, emotional wellbeing and financial security in Japan
In-depth analysis of Japanese shoppers' changing price sensitivity, value consciousness and attitudes towards private label across FMCG sectors
Countries and categories covered: Japan; food and non-alcoholic beverages, alcoholic beverages, personal care and household care
Highlights
57% of Japanese consumers feel that their lifestyle has been impacted by the recession. Suddenly, they have been forced to re-evaluate their already cautious approach to consumption, including where they do their grocery shopping as well as their in-store choices
Habit is less influential in store destination than price or quality. This helps explain why one-quarter of Japanese grocery store shoppers are considering changing where they shop for food and drink products in order to save money
Over one-third of Japanese shoppers are giving up some of their favorite brands to save money. This presents an opportunity for the underdeveloped private label market in Japan to capitalize on price conscious consumers
Reasons to Purchase
Gain a detailed understanding of changing consumer attitudes and behaviors amid the downturn in order to determine appropriate recessionary strategies
Obtain country and sector specific insight about pertinent recessionary themes such as private label and consumers' value consciousness
Assist consumer segmentation and targeting efforts by accessing data from two waves of primary research conducted in August 2008 and April 2009
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