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Survey: Japanese consumer sentiment during the coronavirus crisis

Japanese consumers remain pessimistic or unsure about a swift economic rebound, and cautious with their spending.

In Japan, fewer consumers saw a decline in income, spending, and savings in recent weeks compared to last pulse survey, but the intent to spend remains negative across all categories except groceries. Consumers are becoming more mindful of how they spend their money and adopting habits like making plans and trading down. Up to 1 in 5 have taken on new shopping behaviors, including trying new stores and brands. Japanese consumers have not shifted dramatically to purchasing online, though they have picked up new digital and low-touch activities such as video conferencing and online fitness. While most believe it will take more than six months for their routines to go back to normal, there is a greater intent to engage in out-of-home activities in the coming weeks. Of the consumers waiting to engage in all regular out-of-home activities, 40 percent are waiting for a vaccine or treatment.

These exhibits are based on survey data collected in Japan from June 19–22, 2020. Check back for regular updates on Japanese consumer sentiments, behaviors, wages, spending, and expectations.

About the author(s)

Resil Das is a specialist in McKinsey’s Gurugram office; Veena Lerkriangkraisorn is a knowledge specialist in the Bangkok office; Opal Wu is a hub manager in the Kuala Lumpur office; and Naomi Yamakawa is a partner in the Tokyo office.

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