Japanese Consumers Prioritize Quality and Convenience Amid Economic Caution
Japanese consumers are maintaining high expectations for product quality and convenience despite a cautious economic outlook, according to Roland Berger’s Asia Consumer Study 2026. Only 15% of consumers expect income growth, while 60% anticipate no change, reflecting conservative financial sentiment. Quality remains a priority, with 63% emphasizing brand reputation and product excellence. The aging population influences market demand, with those aged 50 and above prioritizing healthcare-related products. Convenience is crucial, with 82% citing it as a top consideration, driving the success of convenience stores offering diverse services. Brands are investing in product innovation to balance quality with convenience, while physical retail spaces remain relevant due to the in-store experience. 
