'Changing is a Hassle' and 'I Must Lose Weight Before Wearing Gear': KEYUCA Survey Reveals Latent Needs for 'Time Performance Activewear'

KEYUCA (Kawajun Co., Ltd., based in Chuo-ku, Tokyo; CEO: Junzaburo Kawasaki), a lifestyle solution brand that sells original food, clothing, and housing products, conducted an awareness survey on 'exercise habits' among 300 women aged 30 to 50 across Japan. The survey revealed that many are experiencing a psychological conflict (guilt) between the desire to exercise and the reality of not being able to sustain it.

### Survey Topics - Modern exercise styles emphasize 'efficiency,' with about 70% practicing activities integrated into daily life within 15 minutes. - People have the desire and are practicing, yet 96.7% feel they are 'under-exercised'! - Lack of exercise also affects 'mental condition,' with over half of those who gave up feeling self-deprecating. - The 'burden of changing' is a hurdle; there's a desperate need for 'no-change' options to sustain exercise. - Over 70% feel resistance to their reflection in the mirror. - Being 'anxiety-less and more natural' is key; the psychological barrier of caring about others' eyes also prevents starting. - 'Selection stress' at the purchasing stage; about 60% expect solutions via 'starter kits.'

### Modern Exercise Style Focuses on 'Efficiency' About 70% practice activities within 15 minutes integrated into daily life. Interest in exercise is high, with 84.3% saying they want to start exercising this spring or summer. However, in reality, 'less than 10 minutes (44.5%)' was the most common duration, and about 70% exercise within 15 minutes when combined with '11-15 minutes (24.8%).'

Instead of 'formal workouts' like 'going to the gym (2.33%),' activities centered on daily routines are more common, such as 'stretching at home (49.0%)' and 'walking more during commuting (19.3%).' This shows that a 'time performance (Taipa) focused' exercise style, which can be easily incorporated as part of daily life, has become established.

### 96.7% Realize 'Lack of Exercise' Despite Effort Almost everyone (96.7%) recognizes themselves as being under-exercised. Even those who are highly motivated and incorporate short bursts of activity feel their exercise is completely insufficient.

### Psychological Impact: Over Half Feel Self-Deprecation Exercise deficiency is not just a physical issue; it causes mental damage. Among the 58.0% who started exercising in the last year but 'didn't continue,' 58.1% replied they felt they had 'weak will.' Voices like 'felt I couldn't manage my health (34.5%)' and 'felt a bit depressed (20.1%)' were common. The guilt of blaming oneself is a shared struggle for modern women.

### The Need for 'No-Change' Activewear Why can't they sustain exercise? A major barrier is the 'preparation cost' of changing. 50.0% of respondents exercise in their 'daily clothes or loungewear.' The top reasons are 'it's light exercise and changing just for that is a hassle (48.3%)' and 'wanting clothes that can be worn before and after exercise (21.3%).' Interest in 'no-change' and 'seamless integration' is extremely high, with 88.0% wanting to exercise as they are in their daily clothes.