Our Local Presence and Expertise: JAPAN

Market research in Japan

Supprting businesses in Japan with the expertise of a well-established Japanese research company, leveraging a wealth of market and consumer data

3 Trends in Japan

1．Ageing population combined with declining birthrate

Japan’s ageing population is accelerating as the post-war baby boom generations reaches an old age, while pandemic-driven decline in birthrates contributed to the trend. Meeting the growing demand for nursing and medical care is an urgent issue; However the labour shortage in society has led to an increase in senior workers, which is expected to simulate senior consumption.

2．Consumption driven by “oshi-katsu”

In recent years, there has been an increase in consumption by fans to support their favour idols, anime characters that are their “oshi” (favourite), particularly among Gen Z. Apart from spending on goods and event, ‘pilgrimages’ to places associate with their “oshi” is also becoming popular.

3．Active Market for New Products

Japan’s consumer goods market has a vast number of new products and seasonal limited products, with fast turnover in stores. This can be attributed to retailers being extremely fragmented. Each retailers are demanding for manufacturers to continously release new products to stay competitive.

INTAGE’s Strengths in the Japanese Market

Owned consumer log data and POS data used throughout Japan as the de facto standard

With services like SRI+®, a retail sales database that is the de facto standard in the FMCG industry and a common language for manufacturers, wholesalers and distributors; SCI®, a consumer panel database that offers deep insights of consumer behaviour through detailed log data and attribute data; i-SSP®, which provides single-source data on consumers’ media exposure and purchases, INTAGE offers comprehensive support for understanding the Japanese market and its consumers.

Owner of one of the largest survey panels in Japan and wealth of sub-panel data

With over 3 million panelists available as survey respondents, we can secure a sufficiently large sample even with low target incidence rate. Furthermore, having an abundance of sub-panel ensures that the right respondents are being recruited – such as the “Recent events panel” for questions about recent life events, and “Car-kit®” for car-ownership related information.

Produce highly satisfying results with the support of analysts who are experts in the Japanese market

As a research company based in Japan with over 60 years of accumulated industry knowledge, our analysts strive to provide valuable insights through research design and analysis tailored to address various challenges.

Notable Projects

• Support for market launch planning by providing essential data about the Japanese market, including market size, growth potential, key players, major distribution channels, etc.
• Comprehensive support for entering the Japanese market, from assessing the “Who/What/How” of market entry using a variety of panel data and surveys, to refining products to match the tastes of Japanese consumer preferences before launch
• Weekly tracking of KPIs using panel survey data after product launch in Japan, together with factor analysis of survey and word-of-mouth data to identify areas for improvement if required, and recommendations for next actions
• Quick and cost-effective surveys conducted using a “financial products” sub-panel to recruit low-incidence users

Columns and Reports on the Japan Market

INTAGE’s Global Market Surfer is a business information website that provides information on markets around the world, with free columns and reports on local residents.
*Membership registration (free) is required to download reports.
*A fee is required for some content.

---

Profile of Local Affiliate

Name	INTAGE Inc.
Year established	1960
Representative	Ayumi Higaki
Location	Tokyo
Website	https://www.intage.co.jp/english/