Japanese consumers shift shopping habits amidst soaring inflation

51% of consumers are now engaging in new shopping behaviors.

Japanese consumers, long known for their consistent and cautious spending habits, are beginning to shift their shopping behavior at a pace not seen in recent decades, according to McKinsey & Co.

Japan recorded the most significant quarter-over-quarter change in consumer habits amongst APAC nations, with a 7-percentage-point increase in shoppers adopting new behaviors.

Shopping frequency is up six percentage points since Q2 2024, and more consumers are delaying purchases—rising from 13% to 19% in just one quarter. In total, 51% of consumers are now engaging in new shopping behaviors, up from 36% a year ago.

These behavioral shifts come amid mounting economic pressure. Inflation levels—at highs not seen since the 1990s—are weighing heavily on households.

Just 7% of Japanese consumers now express optimism about the economy, marking a steep 30-point drop from a year ago.

Additionally, 67% list rising prices as their top concern, the highest level of inflation anxiety reported across all APAC countries surveyed.

Discount stores are seeing a surge as more people hunt for lower prices. Their numbers have tripled since 2008, and they continue to grow as inflation pressures households.