Gen Z's Consumer Goods Choices Shift Towards Steady Upgrades and Reliable Quality. Kao Ranks First (16%), Lion Second (10%), with Different Support Reasons, as Revealed by Z-SOZOKEN in 10th Insight Summary.

Fiom LLC, a creative company for Gen Z (Headquarters: Shibuya-ku, Tokyo, Representative: Yohei Takeshita), operating the "Z-SOZOKEN (Gen Z Creativity Research Institute)" where Gen Z individuals analyze their own realities and values, has independently released its tenth insight summary deeply analyzing trends in the consumer goods (daily necessities/stationery) sector from its latest survey report, "Brand Ranking Where Gen Z's Image Skyrocketed." The survey targeted 300 Gen Z individuals (ages 18-24) nationwide across 19 categories including food, cosmetics, apparel, and entertainment.

In an era where SNS communication can instantly shape brand image, marketing professionals at consumer goods manufacturers like detergent and shampoo brands, and stationery companies, are constantly pondering, "How can we make daily necessities go viral and increase Gen Z engagement?"

However, superficial imitation of SNS trends, such as simply making packaging "emo," or the easy adoption of influencers, are often seen through by Gen Z, who possess high information literacy and value "essential practicality." This leads to cases where such efforts do not translate into deep brand trust or repeat purchases.

Against this backdrop, "Z-SOZOKEN (Gen Z Creativity Research Institute)," a research institution specializing in Gen Z, has selected the "Consumer Goods Sector," which supports the daily lives of Gen Z, from the overall ranking results across 19 categories.

While Gen Z is often perceived as chasing trends, when it comes to "daily necessities used every day," their value criteria have clearly evolved towards "reliable quality improvements that never disappoint" and "meaningful designs that blend into living spaces." This report analyzes and presents the reality and underlying psychology behind this shift from a novel and unique perspective.

Decoding Unique Insights into Gen Z's Consumer Goods Brand Evaluation

The consumer goods sector of this survey revealed that Gen Z finds completely different values in each brand: "absolute practicality and reliability" and "emotional value that boosts motivation.".

Kao, the Champion of Reliable Quality Updates, Takes a Solid First Place (Image Improved: 16%)

Kao was the top-ranked brand for improved image. More than buzz or flashy promotions, the "steady and reliable improvement in usability" of shampoos and detergents that support daily life has earned the deepest trust from Gen Z.

Lion, Balancing Eco-friendliness and Design, Follows in Second Place (Image Improved: 10%)

Lion ranked second. Not only is it environmentally conscious, but its ability to translate this into "stylish packaging that one would want to display in their room" is highly valued by Gen Z, who are conscious of aesthetics and social issues.

KOKUYO, a Motivation Hacker, Ranks Third (Image Improved: 6%)

KOKUYO followed in third place. Going beyond being mere "writing tools," these items are supported by a wide range of users, from students to working professionals, as "items that combine self-expression and practicality, boosting motivation for studying and work.".

[Survey Research Report Commentary] Detailed Rankings and Deep Analysis of the "Consumer Goods Sector"

Based on the data in the main report, this section provides a deeper analysis of the real values Gen Z holds for consumer goods brands and marketing hints that companies should glean from them.

1st Place: Kao (Image Improved: 16% / Image Skyrocketed Most: 10%)

As exemplified by the comment, "My daily shampoo and detergent are becoming easier and easier to use, they are truly reliable!" (23 years old / Working Professional / Chiba Prefecture), the biggest factor for Kao's top ranking is its positioning of daily necessities not as "things to be consumed," but as "reliable infrastructure that reliably reduces life's stresses." For Gen Z, who extremely prioritize time performance (タイパ - taipa), the inconvenience of daily necessities becomes an invisible stress. Therefore, "steady product updates" like ease of refilling or effectiveness in cleaning deeply resonate with them more than any flashy advertisement, ultimately leading to absolute brand trust: "If in doubt, buy Kao, and you won't go wrong.".

2nd Place: Lion (Image Improved: 10%)

As stated in the comment, "The packaging became stylish, and eco-friendly products increased, raising my impression" (20 years old / University Student / Saitama Prefecture), Lion perfectly embodies Gen Z's "fusion of sustainability and design." While Gen Z is highly interested in environmental considerations (eco-friendliness), they are reluctant to place "uncool" or "overtly domestic-looking" items in their personal space. By promoting eco-friendly product lines and elevating them into sophisticated packaging that blends with modern minimalist lifestyles, Lion presents a smart choice that simultaneously satisfies the dual desires of "social contribution" and "self-expression.".

3rd Place: KOKUYO (Image Improved: 6%)

As indicated by the comment, "They have so many cute stationery items that boost my study motivation, I always use them" (17 years old / High School Student / Fukuoka Prefecture), KOKUYO has evolved stationery into a "daily motivation hack tool." The reason Gen Z, digital natives, choose analog stationery is for "changing their mood." While high functionality is a given, curating stationery whose colors and designs fit their aesthetic is an important ritual (routine) for approaching tedious study or work. This approach of adding emotional value to practicality generates strong favorability.

Survey Overview

Survey Name: Brand Ranking Where Gen Z's Image Skyrocketed

Target Audience: Gen Z nationwide (18-24 years old)

Survey Period: September 2025

Survey Method: Online questionnaire survey

Valid Responses: n=300

Survey Analysis: Z-SOZOKEN (Gen Z Creativity Research Institute) (Operated by: Fiom LLC)

Usage Conditions

Please clearly state "Fiom LLC" as the source of information.

Download the Complete Survey Report (51 Pages) for Free

The content introduced here is an excerpt from 19 categories and represents only a portion of the survey report.

The full report includes the complete "Image Skyrocketing Ranking" for all 19 industries, including the consumer goods sector introduced in this release, as well as SNS, Apparel, Cosmetics, Food, Retail Stores, Cafes, Travel, E-commerce, Education, Games, Video Distribution, Music/Theater, Finance, and Sustainability.

Furthermore, it analyzes specific brands whose image has "declined" and the fatal reasons behind it, from multiple perspectives with candid opinions from Gen Z.

It is packed with real Gen Z insights that can be immediately applied to your brand strategy and communication measures starting tomorrow.

If you are even slightly interested, please download and utilize it from the link below.

Comment from the Director of Z-SOZOKEN

The notion that Gen Z only chases new trends is a significant misconception when it comes to daily necessities.

The ranking of Kao and Lion in this tenth insight summary proves that Gen Z's approach to consumer goods has completely shifted from the phase of "buying because it's trending on social media" to a phase of "super-essentialism" where they rigorously assess whether it "reliably enhances the quality of daily life.".

For companies aiming to increase Gen Z engagement, simply releasing quirky products targeting viral trends is insufficient.

Companies that can "skyrocket" their brand image are those that deeply align with the target's "everyday life infrastructure," such as Kao, which provides "reliable functional improvements that resolve their daily minor stresses," or Lion, which "balances environmental consideration with design aesthetics that fit into their rooms," and relentlessly polish their products without compromise.

"Gen Z Research Menu" for Discovering Real Insights by Gen Z Individuals

Z-SOZOKEN offers a "Gen Z Research Menu" where Gen Z researchers directly handle projects tailored to corporate challenges, going beyond independent surveys like the one introduced in this release.

Instead of an external observation-based research from an adult perspective, it synchronizes "passion" as individuals living in the same era as the target audience, uncovering deep psychology and context invisible in superficial surveys. It defines the "inevitability" for your brand to be chosen by Gen Z.

[Offered Plans (Partial Excerpt)]

・Z-SOZOKEN Market Research Plan (Standard Menu)

Conducts hypothesis formulation, quantitative surveys, and qualitative interviews to create and deliver an original research report that unravels the reality.

・Z-SOZOKEN Insight Research Plan (Standard Menu)

In addition to market research, it provides end-to-end support for deep research and integrated PR support (press release distribution) to make insights widely known.

・Customized Research by Objective (Single Menu)

Proposes optimal approaches tailored to objectives, such as in-depth interviews, group interviews, nationwide quantitative surveys, and evaluation/improvement of existing creative assets from a Gen Z perspective.

Specific pricing, schedules, and deliverables for each plan are exclusively available within the service brochure. Companies facing challenges in Gen Z marketing research or customer understanding are encouraged to download the brochure from the link below for details.

To Those Struggling with Appealing to Gen Z

"We renewed our packaging for Gen Z, but it hasn't translated into sales."

"Our SNS campaigns aimed at going viral were temporary and didn't lead to brand stickiness."

To the representatives who felt this way after seeing the results of this survey.

Our company is a creative company specializing in Gen Z, composed entirely of Gen Z members.

We provide integrated, one-stop support from marketing research and strategy design to planning, production, and operation, leveraging Gen Z's unique sensibilities and peer perspectives.

Please feel free to consult us if you are facing challenges in planning, production, marketing, or branding for Gen Z and young demographics.

https://fiom-llc.studio.site/contact

About "Z-SOZOKEN (Gen Z Creativity Research Institute)"

Creating the Future with Gen Z Creativity. A Next-Generation Think Tank Specializing in Gen Z.

"Z-SOZOKEN" is a next-generation think tank specializing in Gen Z, operated by Fiom LLC, a creative company for Gen Z. It unearths and explores new insights through analysis from the perspective of Gen Z peers.

Gen Z individuals grasp and analyze the realities and values of Gen Z from various viewpoints.

It deciphers the unknown cultures of Gen Z, who are at the forefront of the times, and explores new values that will lead the era.

It provides practical marketing information that can be utilized for communication and promotion design that resonates with Gen Z, based on the empathy of real Gen Z origins.

Official Website: https://z-sozoken.studio.site

About Fiom LLC

A Creative Company Specializing in Gen Z, by Gen Z

A creative company specializing in Gen Z, with all members being Gen Z.

Implements a Gen Z-centric approach based on Gen Z's creativity.

Provides execution support from upstream design to production and operation of advertising communications for Gen Z.

A creative company that leverages the sensibilities of Gen Z, who are at the forefront of the times.

Company Name: Fiom LLC
Address: Kuwano Bldg. 2F, 6-23-4 Jingumae, Shibuya-ku, Tokyo
Established: October 15, 2021
Representative: Yohei Takeshita
HP: https://fiom-llc.studio.site

Inquiries Regarding This Matter

Email: [email protected]
Inquiry Form: https://fiom-llc.studio.site/contact