Rakuten Insight, a leading market research company, has released its latest analysis of "Asking Big Data," a comprehensive annual survey encompassing over 400,000 respondents across Japan. This report focuses on the evolution of "living consciousness" over the past three years (2023-2025), revealing significant shifts in consumer attitudes and behaviors across several key areas. The data, collected from 401,156 individuals aged 15 to 79 between November 28th and December 18th, 2024, is compared against previous iterations of the survey in 2023 (552,160 respondents) and 2024 (485,370 respondents). Even with fluctuations in sample size, a one-point shift represents a statistically significant change, given the vast number of participants. Data Analyst Suenaga Kozo offers insightful commentary on the key trends. A detailed report is available for download through Rakuten Insight's RaQs2 survey system; contact research-sales@mail.rakuten.com for access. This research aims to empower companies to develop effective marketing strategies that resonate with the diverse needs of the Japanese consumer market.
Key Trends Shaping Consumer Consciousness in Japan
This section will delve into the three core themes emerging from Rakuten Insight's "Asking Big Data" survey, providing a detailed analysis of the evolving consumer landscape.
Topic 1: The Rise of Solo Travel and the Evolution of "Single-Person Consumption"
The survey reveals a significant increase in the desire for solo travel experiences. The percentage of respondents who strongly agree or somewhat agree with the statement "When traveling, I want to enjoy a solo trip rather than going with others" rose by 1.0 percentage point from 36.9% in 2023 to 37.9% in 2025. This seemingly small increase, however, holds significant weight given the sample size.
This trend is further illuminated by an analysis of social media usage among solo travelers. A remarkable 36.0% of those who prefer solo trips reported being "very happy" to share their experiences on social media, while a further 20.3% reported being "somewhat happy" to do so. This highlights the importance of social connection, even within the context of solitary experiences. The act of sharing becomes an integral part of the travel experience itself.
This data signifies the evolution of "single-person consumption," a phenomenon that has undergone a significant transformation since its initial emergence around 2005. Initially associated with negative connotations of loneliness and social isolation (think solo movie nights or solitary yakiniku dinners), single-person consumption has evolved into a more nuanced and positive concept. The rise of specialized services catering to solo individuals – such as internet cafes designed for individual use, single-person karaoke rooms, and personalized beauty salon treatments – has contributed to a more accepting and widespread embrace of solo activities.
The COVID-19 pandemic acted as a catalyst, accelerating the trend by increasing opportunities for solo activities and encouraging individuals to spend more time independently. The resulting "Personal 3.0" consumer embraces self-reliance while leveraging social media and online platforms for connection and sharing experiences. This shift necessitates a reassessment of marketing strategies, with a focus on products and services tailored to individual needs and preferences. This includes:
- Single-person gourmet food: Pre-portioned meals, gourmet meal kits for one, and curated experiences for solo diners.
- DIY craft kits: Engaging activities for solitary enjoyment and self-expression.
- Online learning platforms: Personalized educational resources catering to diverse individual learning styles and goals.
The future of marketing likely hinges on understanding and catering to this "Personal 3.0" consumer, creating new markets and driving economic growth in Japan and beyond. The insights from this survey suggest a significant opportunity for businesses to leverage this growing trend by developing innovative products and services designed to meet the needs of the increasingly independent and digitally connected solo traveler.
Topic 2: Rising Dietary Anxiety: The Impact of Food Inflation on Nutritional Choices
The survey also reveals a significant increase in dietary anxiety, rising by 1.6 percentage points from 42.5% in 2023 to 44.1% in 2025. This is directly linked to rising food prices, impacting consumers' ability to prioritize nutritional balance and fresh ingredients.
The percentage of individuals who prioritize purchasing "expensive but fresh and high-quality foods" decreased by 2.2 points (from 49.2% to 47.0%), while those focused on "nutritional balance in cooking" declined by 2.8 points (from 61.0% to 58.2%). This illustrates a direct correlation between rising food costs and compromises on dietary quality. The increased cost of living is forcing many to make difficult trade-offs between nutritional needs and affordability, leading to heightened anxiety about food security and overall health.
This phenomenon can be termed "Reiwa dietary anxiety," reflecting the current economic climate and its impact on consumer food choices. This situation poses a challenge for businesses, requiring a shift towards offering products and services that address this growing concern. Several key strategies for businesses to consider include:
- Affordable, well-balanced products: Developing cost-effective food options that maintain nutritional value.
- Convenience-focused options: Utilizing frozen and retort foods to cater to busy lifestyles and minimize cooking time and effort.
- Nutritionally focused recipes and product information: Providing clear information about nutritional content and suggesting balanced meal plans.
By proactively addressing these concerns, businesses can enhance their social responsibility, contribute to consumer well-being, and foster increased consumer loyalty and trust. This is not merely a marketing consideration, but a societal responsibility.
Topic 3: Growing Anxiety Surrounding Digitalization: The "Digital Divide 2025"
The survey highlights a growing apprehension surrounding the rapid pace of digitalization, with a 1.3 percentage point increase in individuals expressing worry about keeping up with evolving digital services (from 53.4% in 2023 to 54.7% in 2025). This anxiety is particularly prevalent among older generations, particularly women aged 40 and above, with over 60% reporting significant concerns. Men in their 50s also demonstrated a high level of anxiety (50.2%).
The rapid advancements in technology since the COVID-19 pandemic, including the expansion of cashless transactions and the proliferation of AI-driven services, have left some individuals feeling left behind. This creates a "Digital Divide 2025," exacerbating existing inequalities in access to technology and digital literacy.
Addressing this digital disparity is crucial, not only for societal well-being but also for businesses. With middle-aged and older individuals comprising a significant portion of the population (approximately 50%), neglecting their needs could lead to significant losses in customer base and market share.
Strategies for businesses to navigate this challenge include:
- Targeted digital support: Implementing programs and initiatives specifically designed to support older generations in their interactions with digital services.
- Community workshops: Conducting hands-on workshops in local communities to improve digital literacy and confidence.
- In-store digital assistance: Providing readily available assistance within physical stores to aid customers with digital transactions.
- Subscription-based digital support plans: Offering tailored ongoing support plans for those requiring assistance navigating digital technologies.
By taking a proactive approach to digital inclusion, businesses can foster enhanced customer loyalty, improve long-term customer value (LTV), and build stronger relationships with a wider customer demographic. Moreover, such initiatives contribute to a more equitable digital landscape, benefiting society as a whole. Failing to address this issue risks alienating a significant portion of the population and hindering potential business growth.
Conclusion: Navigating the Evolving Consumer Landscape
Rakuten Insight's "Asking Big Data" survey reveals a complex and dynamic consumer landscape in Japan. The trends highlighted—the rise of solo travel and "single-person consumption," increasing dietary anxiety fueled by rising food prices, and growing apprehension regarding digitalization—demand a proactive and nuanced response from businesses.
By embracing innovation, prioritizing accessibility, and focusing on inclusivity, businesses can not only navigate these shifts effectively but also cultivate deeper relationships with consumers, fostering loyalty and contributing to a healthier and more equitable society. This research serves as a critical compass, guiding businesses toward strategies that are not only commercially successful but also socially responsible, ensuring long-term growth in a rapidly changing world. The detailed report from Rakuten Insight provides a wealth of additional data and insights, offering a more complete picture of these evolving consumer trends. This information empowers businesses to make informed decisions and adapt their strategies to better meet the evolving needs and preferences of the Japanese market.