Asian Consumers Finally Entering an Era of Shifting from Price to Quality: From Large-Scale Fixed-Point Consumer Survey
Roland Berger has released its latest report indicating that Asian consumers are shifting from price to quality. While private consumption in Asia is expected to increase by 40% over the next decade, consumers are becoming more cautious due to geopolitical risks and inflation.
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- 📰 Published: May 11, 2026 at 20:46
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April 30, 2026 (Tokyo) – Roland Berger, one of Europe's largest management consulting firms (Global Headquarters: Munich, Germany; Japan Representative Director: Yuzuru Ohashi; hereinafter, Roland Berger), has announced its latest report, "Asian Consumer Trends: Unraveling Asia's complex consumer landscape – Transitioning from Growth to Momentum in a Complex Market Environment."
Asia is projected to see private consumption increase by approximately 40%, or about 7 trillion USD, over the next decade, continuing to be the world's largest growth engine. However, geopolitical risks, post-inflation cost of living awareness, and uncertainty in income prospects have combined to make consumer behavior more cautious and selective than ever before.
This survey analyzes changes in the consumer basket, including the mass market and food & beverage (F&B) sectors, consumer spending and saving trends, purchasing locations and decision-making methods, as well as the luxury market expected to grow in 2026 and markets anticipated to remain flat. It also provides detailed analysis and future outlook for 11 Asian countries, including Japan, and recommendations for companies entering these markets.
The survey results reconfirmed Japan's unique position in Asia. Although its growth rate is low, the importance of intangible assets such as quality orientation, trust, and experiential value is perceived highest among the 11 Asian countries. In the luxury market, Japanese consumers continue to be the most quality-conscious among the 11 Asian countries, with over half of consumers in all countries prioritizing quality over price.
The highlights of the survey results are as follows:
## Japan as a "Next-Generation Mature Market Model"
Japanese consumers are extremely cautious but are also willing to pay for "convincing value." High-frequency, high-quality consumption originating from convenience stores, expanding demand for healthcare and functional foods, and the acceptance of secondary distribution (reuse, certification) indicate that Japan has already entered a "next-generation mature market model."
Implications for Japanese Companies (Simplified Version)
- Japan is a "value creation market," not a "growth market."
- Japan as a showcase for Asian strategy.
- Prove sustainability through products, not just words.
- Integration of aging population × digital × experience.
- "The quality of goods and services provided in Japan, and external evaluations of the experiences they offer, are extremely high. Exploring ways to export these is key."
Wataru Hayami, Principal, Roland Berger
## Asia Market's Return to "Necessity-Driven" and Selective Premiumization
In Asia, the focus of consumption is returning to necessities. While daily essential categories like food are robust across all markets, discretionary goods are showing a shrinking trend.
However, consumers are not simply saving money. Instead of cheapness, they prioritize reliable quality and selectively spend in valuable areas. As a result, limited premiumization is progressing only in high-necessity areas such as health and food quality.
"While traditional retail still remains in Asia, rapid delivery and Q-commerce are also advancing, accelerating the complexity of distribution. There is still significant room for Japanese products to be in demand in Asia, but the 'how to sell' is crucial."
Kenichi Shimomura, Principal, Head of Asia Japan Desk, Roland Berger
## Sustainability: Not a "Retreat" but a "Redefinition"
A distinctive feature of this survey is that sustainability has receded as a standalone purchasing motive. In Japan, South Korea, and middle-income countries in Southeast Asia, its importance has decreased year-on-year. However, this does not mean consumers are rejecting ESG.
Amid increasing economic uncertainty, consumers are simply prioritizing "certain value," "long-lasting quality," and "trusted brands." Sustainability is not required to be at the forefront as an appeal axis but rather integrated as an element that underpins quality and durability.
## Luxury: Recovering but Growth is Polarized
The Asian luxury market is on a recovery trend, but growth is not uniform. Demand is growing among younger generations in emerging countries like India and Southeast Asia, while mature markets such as Japan, South Korea, and Hong Kong are experiencing sluggish growth.
Particularly in Japan, there is no increase in new customers, and the market has entered a phase of deepening engagement with existing customers. Moving forward, intrinsic values such as brand reliability, quality, and authenticity will increasingly determine success.
## Omnichannel as a "Prerequisite"
Omnichannel, which integrates digital and physical, is no longer a differentiator. In Japan, Singapore, and South Korea, it has become a "given," and the competitive axis has shifted to speed, frictionlessness, and the completeness of the experience. In emerging markets, however, omnichannel itself still signifies a brand's "status."
Asia is projected to see private consumption increase by approximately 40%, or about 7 trillion USD, over the next decade, continuing to be the world's largest growth engine. However, geopolitical risks, post-inflation cost of living awareness, and uncertainty in income prospects have combined to make consumer behavior more cautious and selective than ever before.
This survey analyzes changes in the consumer basket, including the mass market and food & beverage (F&B) sectors, consumer spending and saving trends, purchasing locations and decision-making methods, as well as the luxury market expected to grow in 2026 and markets anticipated to remain flat. It also provides detailed analysis and future outlook for 11 Asian countries, including Japan, and recommendations for companies entering these markets.
The survey results reconfirmed Japan's unique position in Asia. Although its growth rate is low, the importance of intangible assets such as quality orientation, trust, and experiential value is perceived highest among the 11 Asian countries. In the luxury market, Japanese consumers continue to be the most quality-conscious among the 11 Asian countries, with over half of consumers in all countries prioritizing quality over price.
The highlights of the survey results are as follows:
## Japan as a "Next-Generation Mature Market Model"
Japanese consumers are extremely cautious but are also willing to pay for "convincing value." High-frequency, high-quality consumption originating from convenience stores, expanding demand for healthcare and functional foods, and the acceptance of secondary distribution (reuse, certification) indicate that Japan has already entered a "next-generation mature market model."
Implications for Japanese Companies (Simplified Version)
- Japan is a "value creation market," not a "growth market."
- Japan as a showcase for Asian strategy.
- Prove sustainability through products, not just words.
- Integration of aging population × digital × experience.
- "The quality of goods and services provided in Japan, and external evaluations of the experiences they offer, are extremely high. Exploring ways to export these is key."
Wataru Hayami, Principal, Roland Berger
## Asia Market's Return to "Necessity-Driven" and Selective Premiumization
In Asia, the focus of consumption is returning to necessities. While daily essential categories like food are robust across all markets, discretionary goods are showing a shrinking trend.
However, consumers are not simply saving money. Instead of cheapness, they prioritize reliable quality and selectively spend in valuable areas. As a result, limited premiumization is progressing only in high-necessity areas such as health and food quality.
"While traditional retail still remains in Asia, rapid delivery and Q-commerce are also advancing, accelerating the complexity of distribution. There is still significant room for Japanese products to be in demand in Asia, but the 'how to sell' is crucial."
Kenichi Shimomura, Principal, Head of Asia Japan Desk, Roland Berger
## Sustainability: Not a "Retreat" but a "Redefinition"
A distinctive feature of this survey is that sustainability has receded as a standalone purchasing motive. In Japan, South Korea, and middle-income countries in Southeast Asia, its importance has decreased year-on-year. However, this does not mean consumers are rejecting ESG.
Amid increasing economic uncertainty, consumers are simply prioritizing "certain value," "long-lasting quality," and "trusted brands." Sustainability is not required to be at the forefront as an appeal axis but rather integrated as an element that underpins quality and durability.
## Luxury: Recovering but Growth is Polarized
The Asian luxury market is on a recovery trend, but growth is not uniform. Demand is growing among younger generations in emerging countries like India and Southeast Asia, while mature markets such as Japan, South Korea, and Hong Kong are experiencing sluggish growth.
Particularly in Japan, there is no increase in new customers, and the market has entered a phase of deepening engagement with existing customers. Moving forward, intrinsic values such as brand reliability, quality, and authenticity will increasingly determine success.
## Omnichannel as a "Prerequisite"
Omnichannel, which integrates digital and physical, is no longer a differentiator. In Japan, Singapore, and South Korea, it has become a "given," and the competitive axis has shifted to speed, frictionlessness, and the completeness of the experience. In emerging markets, however, omnichannel itself still signifies a brand's "status."