Continuous price rises changing the way people shop in Japan

If you've found yourself comparing supermarket prices a little more carefully lately or maybe waiting for a sale before buying household essentials, you're not alone. A new survey of 1,200 people across Japan has shown that rising prices are reshaping the way most households spend their money, with many people expecting these habits to continue well into the future.

Almost 95% of respondents said they have noticed prices increasing over the past year, particularly for groceries, daily necessities such as detergent and toiletries, and utility bills. Food topped the list by a wide margin, with nearly 87% saying it was the expense they'd found had risen the most.

As a result, almost eight in 10 people have changed how they shop. Rather than relying on a single money-saving strategy, many are combining several. The most common changes include buying fewer items, switching to cheaper brands or private label products, choosing discounted items, shopping less often, and making greater use of coupons and loyalty points. Many are also timing their shopping around supermarket sales or visiting discount stores more frequently.

Big-ticket purchases are also being affected. Among people who were considering replacing appliances such as refrigerators, washing machines, or air conditioners, around 64% said rising prices changed their plans. Half decided to postpone buying altogether, while others chose to repair existing appliances or settle for less expensive models.

Perhaps the biggest takeaway I found from this study was that these spending habits aren't expected to disappear anytime soon. More than two-thirds of respondents said they plan to continue (or even strengthen!) their cost-cutting efforts if prices keep rising. At the same time, many people are still trying to protect things that bring them joy. While almost half said they've cut back on hobbies or entertainment because of higher living costs, nearly one in four said they're instead reducing spending elsewhere so they can keep enjoying activities they love.