'Changing clothes is a hassle' / 'I can't wear activewear until I lose weight' - KEYUCA Survey Reveals Latent Needs for 'Time-Performance Activewear'
A KEYUCA survey of 300 women in their 30s-50s shows that while intention to exercise is high, 96.7% feel they lack exercise. The hassle of changing clothes is a major barrier, revealing a strong need for 'no-change' activewear.
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- 📰 Published: April 23, 2026 at 23:00
- 🔍 Collected: April 23, 2026 at 14:31
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KEYUCA (Company name: KAWAJUN Co., Ltd., Location: Chuo-ku, Tokyo, Representative: Junzaburo Kawasaki), a life solution brand selling original products related to clothing, food, and housing at its own stores, conducted an awareness survey on 'exercise habits' targeting 300 women in their 30s to 50s nationwide. The results revealed that many people harbor psychological conflict (guilt) between the desire to 'have to exercise' and the reality of 'not being able to continue'.
■ Survey Topics
Modern exercise style emphasizes 'efficiency'. About 70% practice activities incorporated into daily life lasting under 15 minutes.
They have the motivation and are trying. Yet 96.7% realize they 'lack exercise'!
A lack of exercise also affects 'mental condition'. The reality is that more than half of those who have experienced setbacks harbor feelings of self-denial.
'Taking the trouble to change clothes' becomes a burden. The desperate need for 'no-change-needed' wear holds the key to continuing exercise.
Over 70% feel resistance toward their reflection in the mirror.
'Less anxiety, more natural.' The psychological desire to move without worrying about the eyes of others is also a factor hindering the start of exercise.
'Selection stress' becomes apparent even at the purchasing stage. About 60% expect a solution through a 'starter kit'.
■ Modern exercise style emphasizes 'efficiency'. About 70% practice activities incorporated into daily life lasting under 15 minutes.
Figure 1
Figure 2
In recent years, interest in exercise has surged against the backdrop of rising health awareness. In this survey as well, 84.3% answered that they 'want to start exercising' from this spring to summer, showing extremely high motivation toward exercise (see Figure 1).
On the other hand, looking at the actual reality of exercise, 'less than 10 minutes' (44.5%) was the most common, and when combined with '11 to 15 minutes' (24.8%), about 70% of people exercise for 15 minutes or less (see Figure 2).
Figure 3
When asked about the exercise they currently incorporate, we found that rather than 'taking the trouble to exercise' like 'going to the gym' (2.33%), activities centered within the flow of daily life, such as 'stretching at home' (49.0%) and 'consciously increasing walking time during commutes and daily life' (19.3%), were the main focus (see Figure 3).
This suggests that an exercise style emphasizing 'Taipa (time performance)', which values efficiency and can be easily incorporated as part of daily life, has taken root.
■ They have the motivation and are trying. Yet 96.7% realize they 'lack exercise'!
Figure 4
However, on the flip side, it was found that nearly everyone, 96.7%, recognizes themselves as 'lacking exercise' (see Figure 4). Even among those with high motivation who incorporate short bouts of exercise routinely, a contradictory reality has been highlighted where they feel 'I am exercising, but it is completely insufficient'.
■ A lack of exercise also affects 'mental condition'. The reality is that more than half of those who have experienced setbacks harbor feelings of self-denial.
Figure 5
Figure 6
What is even more serious is that a lack of exercise is not merely a physical issue, but inflicts serious psychological damage. Survey results revealed that 58.0% of people have experienced starting to exercise within the past year but 'could not continue' (see Figure 5).
Furthermore, more than half of them (58.1%) answered that they 'felt weak-willed' regarding their inability to continue exercising. In addition, many voices were shared, such as 'I felt I couldn't manage my health' (34.5%) and 'I felt a little depressed' (20.1%) (see Figure 6).
In this way, the 'tendency to blame oneself' and 'small feelings of guilt' born from the gap between ideal and reality have become common worries held by many modern women. It highlighted the reality that a lack of exercise is not just a physical problem, but has become a 'mental burden' in daily life.
■ 'Taking the trouble to change clothes' becomes a burden. The desperate need for 'no-change-needed' wear holds the key to continuing exercise.
Figure 7
Figure 8
Why is it that despite high motivation, they cannot continue exercising adequately? Survey results revealed that 'physical and psychological barriers' lie hidden in the daily lives of modern women, keeping them a step away from exercise.
The first is the preparation cost of 'changing clothes'. When asked about the clothing they wear during exercise, exactly half at 50.0% answered that they 'exercise in their everyday clothes/loungewear as is' (see Figure 7). The most common reason was 'because it is mostly short, light exercise, and changing just to exercise is a hassle' (48.3%), followed by 'I want clothes that I can stay in before and after exercising' (21.3%) and 'I want clothes that allow me to move immediately when I feel like it' (21.3%), each accounting for about 20% (see Figure 8).
Figure 9
Interest in this 'reduction of the burden of changing clothes' and the 'seamless integration of daily life and exercise' is extremely high, with as many as 88.0% saying 'exercising in everyday clothes as is
■ Survey Topics
Modern exercise style emphasizes 'efficiency'. About 70% practice activities incorporated into daily life lasting under 15 minutes.
They have the motivation and are trying. Yet 96.7% realize they 'lack exercise'!
A lack of exercise also affects 'mental condition'. The reality is that more than half of those who have experienced setbacks harbor feelings of self-denial.
'Taking the trouble to change clothes' becomes a burden. The desperate need for 'no-change-needed' wear holds the key to continuing exercise.
Over 70% feel resistance toward their reflection in the mirror.
'Less anxiety, more natural.' The psychological desire to move without worrying about the eyes of others is also a factor hindering the start of exercise.
'Selection stress' becomes apparent even at the purchasing stage. About 60% expect a solution through a 'starter kit'.
■ Modern exercise style emphasizes 'efficiency'. About 70% practice activities incorporated into daily life lasting under 15 minutes.
Figure 1
Figure 2
In recent years, interest in exercise has surged against the backdrop of rising health awareness. In this survey as well, 84.3% answered that they 'want to start exercising' from this spring to summer, showing extremely high motivation toward exercise (see Figure 1).
On the other hand, looking at the actual reality of exercise, 'less than 10 minutes' (44.5%) was the most common, and when combined with '11 to 15 minutes' (24.8%), about 70% of people exercise for 15 minutes or less (see Figure 2).
Figure 3
When asked about the exercise they currently incorporate, we found that rather than 'taking the trouble to exercise' like 'going to the gym' (2.33%), activities centered within the flow of daily life, such as 'stretching at home' (49.0%) and 'consciously increasing walking time during commutes and daily life' (19.3%), were the main focus (see Figure 3).
This suggests that an exercise style emphasizing 'Taipa (time performance)', which values efficiency and can be easily incorporated as part of daily life, has taken root.
■ They have the motivation and are trying. Yet 96.7% realize they 'lack exercise'!
Figure 4
However, on the flip side, it was found that nearly everyone, 96.7%, recognizes themselves as 'lacking exercise' (see Figure 4). Even among those with high motivation who incorporate short bouts of exercise routinely, a contradictory reality has been highlighted where they feel 'I am exercising, but it is completely insufficient'.
■ A lack of exercise also affects 'mental condition'. The reality is that more than half of those who have experienced setbacks harbor feelings of self-denial.
Figure 5
Figure 6
What is even more serious is that a lack of exercise is not merely a physical issue, but inflicts serious psychological damage. Survey results revealed that 58.0% of people have experienced starting to exercise within the past year but 'could not continue' (see Figure 5).
Furthermore, more than half of them (58.1%) answered that they 'felt weak-willed' regarding their inability to continue exercising. In addition, many voices were shared, such as 'I felt I couldn't manage my health' (34.5%) and 'I felt a little depressed' (20.1%) (see Figure 6).
In this way, the 'tendency to blame oneself' and 'small feelings of guilt' born from the gap between ideal and reality have become common worries held by many modern women. It highlighted the reality that a lack of exercise is not just a physical problem, but has become a 'mental burden' in daily life.
■ 'Taking the trouble to change clothes' becomes a burden. The desperate need for 'no-change-needed' wear holds the key to continuing exercise.
Figure 7
Figure 8
Why is it that despite high motivation, they cannot continue exercising adequately? Survey results revealed that 'physical and psychological barriers' lie hidden in the daily lives of modern women, keeping them a step away from exercise.
The first is the preparation cost of 'changing clothes'. When asked about the clothing they wear during exercise, exactly half at 50.0% answered that they 'exercise in their everyday clothes/loungewear as is' (see Figure 7). The most common reason was 'because it is mostly short, light exercise, and changing just to exercise is a hassle' (48.3%), followed by 'I want clothes that I can stay in before and after exercising' (21.3%) and 'I want clothes that allow me to move immediately when I feel like it' (21.3%), each accounting for about 20% (see Figure 8).
Figure 9
Interest in this 'reduction of the burden of changing clothes' and the 'seamless integration of daily life and exercise' is extremely high, with as many as 88.0% saying 'exercising in everyday clothes as is