Over 70% of People Who Felt Summer 2025 Was the Hottest on Record Were Not Sufficiently Comfortable with the Heat Countermeasure Goods Used This Year! Phiten Conducts "Extreme Heat Countermeasure Survey"!!

Phiten Co., Ltd. (Headquarters: Nakagyo-ku, Kyoto; Representative Director: Yoshihiro Hirata), a body care company, conducted an "Extreme Heat Countermeasure Survey" targeting men and women in their 20s to 50s. This survey revealed the reality of extreme heat countermeasures among men and women in their 20s to 50s, their awareness of issues with existing heat relief products, and their future needs for such products. Recent extreme heat has become increasingly severe, with the summer of 2025 recording the highest average temperature ever observed. This harsh heat has begun to seriously affect the quality of life (QOL), leading to reduced sleep quality and decreased concentration during the day. Consumers are believed to be taking various measures against this extreme heat, such as using parasols and handy fans, but the actual state of these measures and whether they are sufficiently satisfied with existing solutions remains unclear. Therefore, Phiten Co., Ltd. conducted this survey to clarify the heat countermeasures actually taken by consumers, their satisfaction, and their dissatisfaction. - Over 70% of men and women in their 20s to 50s felt that this summer (2025) was the hottest on record. - The main impacts of the extreme heat felt by those who perceived summer 2025 as the hottest on record were "reduced frequency of going out" and "increased utility costs." - The top 3 heat countermeasure goods used this year by those who felt summer 2025 was the hottest on record were: 1st "sweat wipes," 2nd "parasols," and 3rd "hats." - Over 70% of people who felt summer 2025 was the hottest on record were not sufficiently comfortable with the heat countermeasure goods they used this year. - The main reasons for not feeling sufficiently comfortable with the heat countermeasure goods used this year were "it's still hot when outside no matter what" and "the effect doesn't last." - The top 3 desired heat countermeasure goods for the future, as considered by those who felt summer 2025 was the hottest on record, were: 1st "those with a long-lasting cooling effect," 2nd "those that can be used easily," and 3rd "those that can be reused." Survey period: November 19-21, 2025 Survey method: Internet survey Target audience: Men and women in their 20s to 50s Number of respondents: 453 people Monitor provider: RC Research Data Over 70% of men and women in their 20s to 50s felt that this summer was the hottest on record. First, in response to the question "Did you feel that this summer (2025) recorded the highest temperature ever observed?", 73.1% answered "Yes" and 26.9% answered "No." This result shows that over 70% of men and women in their 20s to 50s felt that this summer was the hottest on record. The main impacts of the extreme heat felt by those who perceived summer 2025 as the hottest on record were "reduced frequency of going out" and "increased utility costs." Next, for those who answered that they felt this summer recorded the highest temperature ever observed, in response to the question "What kind of impact did this summer's heat have on you?", the results were: 1st "Reduced frequency of going out" at 49.6%, 2nd "Increased utility costs" at 47.1%, and 3rd "Introduced heat countermeasure goods" at 30.2%. This result revealed that the main impacts of the extreme heat felt by those who perceived summer 2025 as the hottest on record were "reduced frequency of going out" and "increased utility costs." The top 3 heat countermeasure goods used this year by those who felt summer 2025 was the hottest on record were: 1st "sweat wipes," 2nd "parasols," and 3rd "hats." Subsequently, for those who felt summer 2025 was the hottest on record, in response to the question "What heat countermeasure goods did you use this year?", the results were: 1st "sweat wipes" at 41.7%, 2nd "parasols" at 39.9%, and 3rd "hats" at 37.5%. This result clarified that many of those who felt summer 2025 was the hottest on record primarily used "sweat wipes" and sun protection items like "parasols" and "hats" as their main heat countermeasure goods this year. Over 70% of people who felt summer 2025 was the hottest on record were not sufficiently comfortable with the heat countermeasure goods they used this year. Furthermore, for those who felt summer 2025 was the hottest on record, in response to the question "Did you feel 'sufficiently comfortable' with the heat countermeasure goods you used this year?", the results were: 72.8% answered "No" and 27.2% answered "Yes." This result shows that over 70% of people who felt summer 2025 was the hottest on record were not sufficiently comfortable with the heat countermeasure goods they used this year. The main reasons for not feeling sufficiently comfortable with the heat countermeasure goods used this year.