Focus: Asia Franchise Markets April 2016 | Page 6

Japanese Consumers. Japan Market The biggest consumers are the elderly population (accounting for 44% of all consumer spending) and young single people. The seniors market in Japan can not be underestimated. With 22% of the population over 60 and the movement of retired people back into convenient urban areas, tailored products targeting this group will enjoy a growing market. Domestic retailers have responded to this market through increased home delivery, online shopping, mobile services and segmented promotions. they are highly food-educated. A selling point for convenience stores is to have a high turnover of products so the Japanese are used to new experiences and innovative products. Japanese consumers are also extremely health conscious consumers. There has always been a culture of health focused foods and they have a strong belief in foods with health benefits. Products that are calorie free, fat free and/or carbohydrate free will remain popular. Japanese consumers seek good quality, appetising and healthy food. Since the 1960's the Japanese diet has become more global and willingness to experiment combined with travel opportunities means Key Franchise Points * The biggest consumers are the elderly population accounting for 44% of all consumer spending.