Teens Take Charge of Snacks and Drinks
The survey highlights that when it comes to personal spending, “snacks and sweets” are the most frequently self-chosen and purchased items, with 64.8% of teens making their own selections. Following closely are “bottled, canned, or packaged beverages” at 47.5%. Interestingly, high school girls show a stronger preference for choosing their own snacks, while high school boys tend to pick their own drinks. This suggests a foundational level of independence in daily indulgences.
Parental Influence in Haircare Choices
In contrast to the autonomy seen in snacks and drinks, products like “shampoo and treatment” often fall under parental discretion. The survey indicates a strong tendency for parents to select and purchase these items, which are then often shared among family members. Even when teenagers express a preference, parents frequently make the final brand decision, underscoring the role of household dynamics in certain product categories.
The Magnetic Pull of Character Collaborations for Junior High Girls
Among the most captivating insights is the profound influence of character and anime collaborations, particularly on junior high school girls. While “taste and deliciousness” remains the top priority for over 80% of all teens when buying snacks and sweets, the appeal of a “collaboration with a favorite character or anime” stands out. Across all segments, 31.3% value such collaborations, but this figure leaps to 43.5% for junior high school girls, making them the most responsive group.
This trend extends beyond edibles. When considering hair care and styling products, junior high girls again show the highest regard for character collaborations. This suggests that for this demographic, a product is not just about its utility but also about the emotional connection and joy derived from their beloved characters. “It’s not just about the product; it’s about carrying a piece of your favorite world with you, a little spark of ‘oshi-katsu’ in everyday life!” one might imagine a young fan exclaiming, highlighting the cultural phenomenon of supporting one’s favorite characters.
These findings offer invaluable insights for brands looking to connect with the next generation of consumers. Understanding their purchasing motivations, from daily essentials to passion-driven collaborations, is key to navigating the dynamic youth market. The full report also delves into topics such as income sources, monthly spending, and how teens gather product information, painting a comprehensive picture of their economic landscape.
As Kawaii culture continues to enchant audiences worldwide, the strong preference for character collaborations among young Japanese consumers, particularly junior high girls, signals a future where emotional connection and fandom play an even more significant role in purchasing decisions. For brands aiming to resonate globally, integrating beloved characters into product lines could unlock powerful new avenues for engagement and loyalty, truly extending the reach of Kawaii culture abroad.
For more details on the survey, you can visit the Excrie report page:
