Japanese Market News

The LOHAS (Lifestyles of Health and Sustainability) market is rapidly growing in Japan and is now larger than in the United States, which is where the movement started. Currently, around 29.3 percent of Japanese adults are living based on LOHAS values. According to a survey by E-Square Incorporated, 21 percent of these people have a family income of approximately 9 million yen, and Nikkei Research Institute of Industry and Markets suggests that if the product meets the high expectations of these consumers, they are usually willing to pay three times more than the average price. The consumers of this market are very educated and make conscientious purchases and investing decisions based on environmental and social responsibility. Products and services in this market include alternative transportation (e.g. bicycles and hybrid cars), energy-efficient electronics and appliances, renewable energy, green building and industrial goods, eco-friendly household products, natural and organic foods and beverages (e.g. macrobiotics), natural personal care products, alternative healthcare (e.g. aromatherapy), vitamins, minerals, dietary supplements, eco-tourism and travel, and socially responsible investing. Although there are critics that suggest that the term LOHAS itself may end as just hype, these new trends in consumer buying patterns are nevertheless expected to expand.