#JapanRetail
Japan’s consumer isn’t simply “trading down.”

Real household spending fell 3.6% YoY in July 2026. Yet drugstore food sales grew 9.1% in 2025, while online shopping reached record household participation.

Five signals global brands should watch in Japan.

#JapanRetail
September 25, 2026 at 12:45 PM
Japan’s consumer isn’t simply “trading down.”

The more useful signal is where purchase occasions are moving—toward drugstores, online baskets and content-led discovery.

Five shifts global brands should watch in Japan:

#JapanRetail

jcsignals.substack.com/p/japans-con...
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