[Survey on Extreme Heat] 60% of people refrained from going out due to the 2025 heatwave. About 1 in 3 cancelled trips/outings. The perception of summer expanded to 4 months (June-September), and 83% reported feeling unwell.

Through marketing and research consulting for the No. 1 circulation (*1) magazine "Halmek" and others, the Halmek Ikikata Jozu Research Institute, which daily explores the insights of people in their 50s and older, conducted a web survey on the "Survey on Extreme Heat" targeting 509 female "Harutomo" members aged 50 and above.

(*1) Japan ABC Association Publisher Report (January to June 2025)

Key Survey Results:

- Approximately 60% refrained from going out due to the extreme heat, and about 1 in 3 canceled trips or outings. Avoidance of outings began in June when maximum temperatures reached 35°C, and the image of summer has expanded from the traditional July-August to June-September.
- With fewer outings, home activities mainly consisted of watching TV/web and taking naps. Although purchases increased due to the heat, the number one category was "food and beverages." Changes in lifestyle habits to avoid the heat, such as shifting outing times and utilizing e-commerce, were also observed.
- 83% reported feeling unwell due to the heat and air conditioning chills. The top three complaints were "sluggishness/fatigue," "decline in sleep quality," and "rough skin." Reflecting the increase in time spent at home, "eye fatigue/dryness" also ranked high.

[Survey Background]

The Halmek Ikikata Jozu Research Institute conducts surveys and analysis on senior insights. Regarding the summer of 2025, which recorded the highest average temperature in observational history, we investigated its impact on outings and consumption.

[Survey Overview]

Survey Method: Web questionnaire
Target Audience/Valid Responses: 509 female Harutomo (Halmek's monitor organization) members aged 50 and over nationwide.
Survey Period: Thursday, October 30, 2025 to Tuesday, November 4, 2025
Survey Conductor: Halmek Age Marketing Co., Ltd., Halmek Ikikata Jozu Research Institute

* Halmek's "Questionnaire on Summer Living" (September 2024, September 2025) targeted women over 50 subscribed to the Halmek mail order site newsletter.
* Survey percentages are rounded to the nearest first decimal place, so the sum of the breakdown may not perfectly match the total.
* When publishing the contents of this release, please clearly state the source as "Survey by Halmek Ikikata Jozu Research Institute."
* Interviews and comments from the director of the "Halmek Ikikata Jozu Research Institute" are also available upon request.

Approximately 60% refrained from going out due to extreme heat, and about 1 in 3 canceled trips or outings.
Avoidance of outings started to increase from June when maximum temperatures reached about 35°C,
expanding the image of summer to June-September.

Compared to previous summers, 57.2% said their outings decreased due to the 2025 heatwave. A higher percentage of those in their 60s and older reported a "decrease" compared to those in their 50s.

When asked those whose outings decreased about when they started avoiding going out, 21.3% answered "June" and 48.5% answered "July," meaning about 70% started by July. Furthermore, the older the demographic, the earlier they began avoiding outings.

By residential area, more than 20% of residents in the Kanto and Kansai regions also refrained from going out from June. Looking at the maximum temperatures in each area for that month, they exceeded 35°C from June.

The impact of the extreme heat on travel and outings was "cancelled" for 28.9%, which was especially high among those aged 70 and over. "Delayed the timing" was 15.1%.

Regarding the months that come to mind when hearing "summer," in 2024, more than half of the respondents chose the two months of "July" and "August," but in 2025, this expanded to a four-month period from "June" to "September."

Refraining from going out, home activities were mainly watching TV/web and napping.
The top item with increased purchases due to the heat was "food and beverages,"
and changes in lifestyle to avoid the heat, such as shifting outing times and using EC, were also seen.

Due to staying indoors, common activities at home included "watching TV," "browsing the web and SNS," and "taking time to rest the body by napping." While "browsing the web and SNS" was lower than average for those aged 70 and over, "brain training and puzzles" was about 10 points higher than average.

The number one item purchased more than the previous year due to the heatwave was "food and beverages."

The biggest changes in lifestyle due to the heatwave included decreased outings, changing outing locations and times, purchasing heatstroke and UV protection goods, and increased use of e-commerce.

■ Biggest lifestyle changes due to extreme heat (Free Response)

Decreased outings / Increased time at home
- I stayed home a lot. To prevent summer fatigue, I spent money on food like eel and meat, and often drank fruit vinegar mixed with carbonated water. (65 years old)
- I was worried about sunburn, so I bought a stepper for days I didn't go for a walk. (65 years old)
- Outings decreased, and the frequency of shopping for food and daily necessities also dropped. Spending time at home using air conditioning caused a loss of stamina due to lack of exercise, and I easily felt depressed. (68 years old)
- Confined to the house, living a reading-centric life. Once it got cooler, I suffered from headaches and insomnia due to eye strain. (75 years old)

Changing outing locations and times
- Escaping the heat by going to cool accommodation facilities. (65 years old)
- Walking the dog before dawn and going shopping in the morning. (69 years old)
- Walking as exercise...