Summary of Research Findings

Due to the impacts of climate change driven by global warming, Japan is experiencing an increase in severe heat waves and sudden heavy rainfall. Each year, the demand for products and services aimed at shielding individuals from extreme weather conditions is growing, leading to an expanding market for weather protection items.

Particularly, there is notable growth in products and services designed to prevent heatstroke. Data from the Japan Meteorological Agency indicates that the annual occurrence of extremely hot days (days when temperatures reach 35 degrees Celsius or higher) has been increasing. Both 2023 and 2024 recorded an unprecedented number of these extremely hot days. The shift in weather patterns has heightened the danger of heatstroke. Consequently, there is a rising interest in items that provide relief from intense heat and help in preventing heat-related illnesses, as well as those designed for comfort.

Parasol for preventing heatstroke is one of the products experiencing notable growth in its market. The umbrella and rain gear market, which encompasses parasols, is projected to rise by 13. 0% annually in 2024, a growth primarily driven by the demand for parasols. These umbrellas are well-recognized for lowering the heat index (WBGT). While women used represent the majority of its users, the recent surge in extreme heat has led experts to strongly advise the use of parasols to combat heatstroke. An unparalleled rise in consumers of all ages and genders has been boosting the market.

Additionally, the increasing demand for newer products aimed at preventing heatstroke, like portable electric fans, neck coolers, and general cooling items, is leading to a growing number of companies entering the market, which is rapidly enlarging its size. Furthermore, with workplace heatstroke prevention measures becoming compulsory starting June 2025, there is also a growing number of businesses catering to the needs of their corporate clients.

As seniors tend to have a higher risk of heatstroke, we anticipate that the need for preventive goods and services will rise as we move towards a super-aged society. Stricter rules regarding workplace health and safety, along with the increasing focus on health management in businesses, are pushing the market to expand. In fields that require working in hot indoor or outdoor conditions, like construction, manufacturing, and agriculture, ensuring the safety of employees has become an urgent priority.

Given these societal trends, the market for weather protection products and services, especially those aimed at preventing heatstroke, is expected to continue its growth.

Noteworthy Topics

Multifunctional Products

Previously, items designed for weather protection were generally intended for a single use, like providing shade from the sun or keeping dry in the rain. Nowadays, there's a growing variety of products that tackle multiple weather challenges, including cooling arm sleeves that protect against the sun and breathable hats designed for rainy conditions. These versatile products are becoming more favored.
Advances in technology have allowed for the creation of materials that serve multiple functions, like fabrics that quickly dry and pull moisture away from the skin, while also offering protection against UV rays. As competition rises in the market, businesses are working harder to enhance their products to stand out from others.

Research Outline