Four emerging needs of Japanese consumers and how brands can meet them

Research from Kantar outlines how the expectations of Japanese consumers are shifting in tandem with the disruption and change brought about by the COVID-19 pandemic.

Why it matters

As consumers in Japan adjust to new ways of living and working, they are also expecting brands to be flexible in meeting their shifting needs. Marketers need to understand the underlying changes taking place in consumers' behaviours, mentalities and