Singles Markets in Japan: Key Research Findings 2019
Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic 16 singles-related markets and has found out the respective market trends, the trends of the market players, and the future perspectives.
In Japan, the number of singles has been increasing due to growing number of single households. Also, due to changes in lifestyles and diversified likings and hobbies, more people have started acting and consuming by themselves. As a result, many industries have been invigorated by the singles, gradually expanding the influence to the whole economy. This is the report of the 16 singles-related markets researched.
In (FY) 2017, out of the 16 singles-related markets, 12 markets have exceeded the previous (fiscal) year. Especially, those markets that showed remarkable growth were: Solo ready-to-eat food and delicatessen (the market size calculated based on the amount paid for the products for lone customers) rose by 6.6% from the previous fiscal year to achieve 8,100 billion yen, solo dining (based on the amount paid by lone customers) rose by 4.5% to attain 7,641.5 billion yen, and solo karaoke (based on the number of customers visited alone) rose by 6.7% to reach 3.2 million people.
Figure 1 above shows major fast-food chains analyzed through “X Business ®” Engine which is the analysis method that Yano Research Institute has originally developed to visualize the assessment of products, services, technologies, brands and sometimes the companies themselves.
As a result, three Gyudon chains (Matsuya, Yoshinoya, and Sukiya) have dominated the upper ranking for “Enthusiasm,” the index of the number of user reactions calculated based on the total number of searches and comments on the web, shown according to the bubble size. The three companies have actively promoted their products via commercials on TV and online movies, and through major media. In addition, all three companies have been in the “Enthusiastic Support” zone, indicating that the users support them spontaneously and that the brands have been well accepted. Especially, Matsuya have scored and share the top with Hanamaru Udon in the “Eagerness” which is the index of how widely the information spread out from the users.
The next group of companies that earned high scores in “Enthusiasm” following the above three chains have been Marugame Seimen, CURRY HOUSE CoCo ICHIBANYA, and Katsuya. Particularly, Katsuya has scored the largest in “Attractiveness,” the index of how the users have been attracted without being affected by the media, calculated by the user-reaction levels and media coverage. Nevertheless, the chain has not been able to gain good scores in “Eagerness,” which led it to be positioned at the “Cool Eagerness” zone. The high scores gained through online in “Attractiveness” for Katusya may have been affected by a TV program broadcasted in December 2018 in which the new menu was determined to be provided during a certain period of time.
On the other hand, all three stand-up soba chains, Yudetaro, Fuji Soba, and Komoro Soba have failed to gain good scores for most of the index. Especially, Komoro Soba that scored the least out of all the chains in both “Eagerness” and “Attractiveness” shows that it has been unsuccessful in conveying messages and promoting products via media and the internet.
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