Survey on Cooling Items Reveals Demand for 'Long-Lasting Cooling'; Footmark's 'Hiyashi-Toku' Series Meets Consumer Needs
Footmark Corporation conducted a survey on cooling items, highlighting dissatisfaction with current products and the growing demand for heat relief. With 'duration' being the top priority for consumers, the 'Hiyashi-Toku' series is positioned to meet this crucial market need.
📋 Article Processing Timeline
- 📰 Published: May 26, 2026 at 20:00
- 🔍 Collected: May 26, 2026 at 11:31
- 🤖 AI Analyzed: May 27, 2026 at 08:29 (20h 57m after Collected)
Footmark Corporation (Headquarters: Sumida-ku, Tokyo; President: Norifumi Isobe) conducted a 'Survey on Cooling Items' (targeting 1,000 men and women aged 10-60 nationwide) ahead of the peak summer season.
The results revealed that approximately 40% of current cooling item users are dissatisfied with the cooling effect of their products, with 48% specifically complaining that products 'get warm quickly after initial use.' Furthermore, one in three people do not own any cooling items, indicating significant untapped potential. With the forecast of increased 'extreme heat days' in 2026, 54.5% of respondents are considering purchasing or replacing their current cooling gear, suggesting market growth.
When asked about desired functions, 'duration' (maintaining a pleasant chill) topped the list at 56.3%, clearly defining consumer priorities. In this context, the 'Hiyashi-Toku' series—a new concept in cooling wear that is pre-chilled in a refrigerator or cooler bag to ensure a dry, long-lasting chill—has gained attention.
Experts have commented on the potential impact of such technology. Industrial physician Honami Onai noted that maintaining clothing surface temperatures around 28°C can help suppress increases in skin surface and core body temperature. Additionally, Dr. Tsuyoshi Kato of Tokai University's Institute of Sports Medical Science explained that keeping material at an optimal temperature contributes to lowering heatstroke risk and reducing fatigue.
Demand is particularly high for 'energy-saving at home' and 'commuting,' highlighting the need for cooling wear that is versatile for both outdoor and indoor use. Footmark aims to continue developing products that align with people's needs for heat relief, leveraging this 'long-lasting cooling' technology.
The results revealed that approximately 40% of current cooling item users are dissatisfied with the cooling effect of their products, with 48% specifically complaining that products 'get warm quickly after initial use.' Furthermore, one in three people do not own any cooling items, indicating significant untapped potential. With the forecast of increased 'extreme heat days' in 2026, 54.5% of respondents are considering purchasing or replacing their current cooling gear, suggesting market growth.
When asked about desired functions, 'duration' (maintaining a pleasant chill) topped the list at 56.3%, clearly defining consumer priorities. In this context, the 'Hiyashi-Toku' series—a new concept in cooling wear that is pre-chilled in a refrigerator or cooler bag to ensure a dry, long-lasting chill—has gained attention.
Experts have commented on the potential impact of such technology. Industrial physician Honami Onai noted that maintaining clothing surface temperatures around 28°C can help suppress increases in skin surface and core body temperature. Additionally, Dr. Tsuyoshi Kato of Tokai University's Institute of Sports Medical Science explained that keeping material at an optimal temperature contributes to lowering heatstroke risk and reducing fatigue.
Demand is particularly high for 'energy-saving at home' and 'commuting,' highlighting the need for cooling wear that is versatile for both outdoor and indoor use. Footmark aims to continue developing products that align with people's needs for heat relief, leveraging this 'long-lasting cooling' technology.
FAQ
Why does the 'Hiyashi-Toku' series stay cool?
By pre-chilling the wear in a refrigerator, the material maintains a comfortable temperature for a certain period, suppressing body temperature rise.
Is it effective for saving air conditioning costs?
50.5% of survey respondents indicated interest in using it for energy saving at home, as it aids in efficient body temperature management.
Can it be used during exercise?
Yes, it helps suppress the rise in core body temperature, serving as an auxiliary item for maintaining a safe exercise environment.