Gen Z's Consumer Goods Choices Shift to Steady Updates and Solid Quality. Z-SOZOKEN Reveals Different Reasons for Support in 10th Insight Summary: 1st 'Kao' (16%), 2nd 'Lion' (10%).
Z-SOZOKEN, a Gen Z think tank, released its 10th Insight Summary on consumer goods. The survey of 300 Gen Zers shows a shift from SNS buzz to essential quality and design. Kao ranked 1st for steady quality updates, followed by Lion for eco-friendly design, and Kokuyo for motivation hacking.
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 05:00
- 🔍 Collected: April 1, 2026 at 01:00
- 🤖 AI Analyzed: April 22, 2026 at 10:21 (513h 20m after Collected)
Z-SOZOKEN (Gen Z Creativity Laboratory), a think tank operated by Fiom LLC (Headquarters: Shibuya-ku, Tokyo; Representative Partner: Yohei Takeshita), a creative company for Gen Z where Gen Z themselves analyze realities and values, has independently released its tenth Insight Summary. This report deeply examines trends in the consumer goods (daily necessities and stationery) sector, based on the latest survey report of 'Brands Whose Image Skyrocketed Among Gen Z' across 19 categories including food, cosmetics, apparel, and entertainment, targeting 300 Gen Z individuals (18-24 years old) nationwide.
In recent years, in an era where social media posts instantly influence brand image, marketing managers of consumer goods manufacturers—such as detergents, shampoos, and stationery—are constantly struggling with 'how to make daily necessities go viral and increase Gen Z engagement.'
However, superficial imitations of SNS trends, such as simply 'making packaging emotional,' or the easy use of influencers, are seen through by Gen Z, who have high information literacy and value 'essential practicality.' In many cases, these tactics do not lead to deep brand trust or repeat purchases.
Based on this background, the Gen Z-specialized research institute 'Z-SOZOKEN' picked up the 'Consumer Goods Category,' which supports the daily life foundation of Gen Z, from the overall ranking results of all 19 categories.
While Gen Z is often seen as focusing only on trend consumption, when it comes to 'daily necessities used every day,' their value criteria have clearly evolved towards 'reliable quality improvement that never betrays' and 'meaningful design that blends into the living space.' The report analyzes and announces this reality and their deep psychology from a novel and unique perspective.
Download the survey report (complete version)
## Unraveling Unique Insights on 'Gen Z's Evaluation of Consumer Goods Brands'
From the consumer goods category of this survey, it has become clear that Gen Z finds completely different values in each brand: 'absolute practicality and reliability' and 'emotional value that boosts motivation.'
**The Champion of Solid Quality Updates, 'Kao', Proudly Takes 1st Place (Image improved: 16%)**
The brand with the most improved image was Kao. More than buzz or flashy promotions, the 'steady and reliable improvement in usability' of shampoos and detergents that support daily life has gained the deepest trust from Gen Z.
**'Lion', Balancing Eco and Design, Follows in 2nd Place (Image improved: 10%)**
'Lion' ranked 2nd. The fact that it is not only environmentally friendly but also establishes itself as 'stylish packaging you want to put in your room' is highly evaluated by Gen Z, who have high aesthetic awareness and consciousness of social issues.
**Motivation Hacker 'Kokuyo' Ranks 3rd (Image improved: 6%)**
'Kokuyo' followed in 3rd place. Beyond being mere 'tools for writing,' they are widely supported from students to working adults as 'items that combine self-expression and practicality' that boost motivation for study and work.
In recent years, in an era where social media posts instantly influence brand image, marketing managers of consumer goods manufacturers—such as detergents, shampoos, and stationery—are constantly struggling with 'how to make daily necessities go viral and increase Gen Z engagement.'
However, superficial imitations of SNS trends, such as simply 'making packaging emotional,' or the easy use of influencers, are seen through by Gen Z, who have high information literacy and value 'essential practicality.' In many cases, these tactics do not lead to deep brand trust or repeat purchases.
Based on this background, the Gen Z-specialized research institute 'Z-SOZOKEN' picked up the 'Consumer Goods Category,' which supports the daily life foundation of Gen Z, from the overall ranking results of all 19 categories.
While Gen Z is often seen as focusing only on trend consumption, when it comes to 'daily necessities used every day,' their value criteria have clearly evolved towards 'reliable quality improvement that never betrays' and 'meaningful design that blends into the living space.' The report analyzes and announces this reality and their deep psychology from a novel and unique perspective.
Download the survey report (complete version)
## Unraveling Unique Insights on 'Gen Z's Evaluation of Consumer Goods Brands'
From the consumer goods category of this survey, it has become clear that Gen Z finds completely different values in each brand: 'absolute practicality and reliability' and 'emotional value that boosts motivation.'
**The Champion of Solid Quality Updates, 'Kao', Proudly Takes 1st Place (Image improved: 16%)**
The brand with the most improved image was Kao. More than buzz or flashy promotions, the 'steady and reliable improvement in usability' of shampoos and detergents that support daily life has gained the deepest trust from Gen Z.
**'Lion', Balancing Eco and Design, Follows in 2nd Place (Image improved: 10%)**
'Lion' ranked 2nd. The fact that it is not only environmentally friendly but also establishes itself as 'stylish packaging you want to put in your room' is highly evaluated by Gen Z, who have high aesthetic awareness and consciousness of social issues.
**Motivation Hacker 'Kokuyo' Ranks 3rd (Image improved: 6%)**
'Kokuyo' followed in 3rd place. Beyond being mere 'tools for writing,' they are widely supported from students to working adults as 'items that combine self-expression and practicality' that boost motivation for study and work.