Why are more than half of NISA users experiencing 'NISA Poverty'?

It is because they prioritize investment contributions due to future anxiety, leading to excessive cuts in daily expenses for food and household items, which reduces their overall life satisfaction.

How much can I specifically save with a BRITA water filter?

Based on the survey data, a two-person household can expect to save 74,972 yen per year compared to purchasing bottled water.

What is considered the ideal saving style in Japan?

Styles that are 'easy to do' (58.6%) and 'can be continued gradually' (45.2%) are most preferred, indicating a demand for sustainable and effortless methods.

NISA Poverty: Over 50% of NISA Users Struggle to Balance Investment and Quality of Life Amid Rising Prices

Published May 19, 2026 12:00 AM ・ Updated Jun 2, 2026 1:04 PM ・ 3 min read ・ Source: PR TIMES

A survey by BRITA Japan reveals that 91.6% of respondents feel the impact of inflation. While NISA (Small Amounts Investment Tax-Free System) usage has reached 44% due to future anxiety, over half of these users find themselves in 'NISA Poverty,' where excessive saving for investment funds leads to a decline in their quality of life. BRITA proposes water filters as an effortless way to save approximately 75,000 yen annually without sacrificing daily comfort.

BRITA Japan Co., Ltd. has conducted a continuous survey regarding the impact on household finances and awareness of savings amidst the prolonged period of rising prices. The latest results highlight the reality of 'NISA Poverty,' where individuals over-scrutinize their daily expenses to secure investment funds for NISA, resulting in a decrease in their Quality of Life (QOL).

Key Findings on Inflation: 91.6% of respondents feel prices have risen compared to the spring of last year. Specifically, burdens are felt most in 'Food (excluding rice),' 'Rice,' and 'Daily necessities.' Furthermore, approximately 60% have experienced 'stockpiling' due to concerns over future price hikes and potential shortages caused by logistics and crude oil costs.

The Reality of 'NISA Poverty': NISA usage stands at 44%, with the primary reason being 'to prepare for future anxiety.' However, 52.5% of these users feel that their QOL has declined due to the excessive saving required to fund their investments. This state, where daily living standards are compromised for the sake of future financial security, is defined as 'NISA Poverty.'

Proposed Solution: BRITA offers a way to balance investment and daily life without compromising quality. By using a BRITA water filter instead of purchasing bottled water, a two-person household can save 74,972 yen annually. This aligns with the 'Ideal Saving Style' identified in the survey: something that is 'easy to do' and 'can be continued gradually.'

Survey Overview: - Subjects: 580 men and women aged 20s to 60s nationwide - Period: April 27 (Mon) – May 1 (Fri), 2026 - Method: Internet research by BRITA Japan

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Source: PR TIMES
Category: Survey

NISA Poverty: Over 50% of NISA Users Struggle to Balance Investment and Quality of Life Amid Rising Prices

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