Publication of Latest Survey 'Modern Bathing Circumstances 2026' - 'Love for Bathing' Common Across All Ages, 'Shower-Only' Increases in 30s and Above Narrowing the Generational Gap

The Tokyo Gas Urban Life Research Institute (hereafter 'the Institute') has published an urban life report titled 'Modern Bathing Circumstances 2026' (hereafter 'this report'), which summarizes the awareness and actual conditions of consumers regarding bathing.

The Institute has been continuously conducting surveys on bathing and bathrooms among Japanese people, and this report compiles the results of surveys(*1) conducted in 2025 and 2026. Click here to download this report.

For the Japanese, who are said to have loved bathing since ancient times, taking a bath is an indispensable culture in daily life. On the other hand, in recent years, bathing styles have been changing due to the diversification of lifestyles, the spread of digital devices, and a growing awareness of 'Cospa' (cost performance)(*2) and 'Taipa' (time performance)(*3).

Compared to past surveys, this report found that while 'liking to take a bath' is common to all generations, the 'shower-only' group is increasing among those in their 30s and older. In addition, teenagers have longer bathing times, with more than 30% of teenage women using smartphones while bathing, showing differences in bathing realities across generations. Furthermore, the report clarified attitudes towards the burden of bathroom cleaning and energy-saving behavior.

[Key Points of the 'Modern Bathing Circumstances 2026' Survey Results]

'Shower-Only' Increases in 30s and Above, Narrowing the Generational Gap

The style of 'taking only showers all year round, or mostly taking showers,' which used to be high among young people, is now increasing among those in their 30s and older. Particularly among those in their 60s, the increase from the previous survey in 2019 was significant, indicating that the generational gap among the 'shower-only' group is narrowing and that a highly efficient bathing style is taking root across a wide range of demographics.

For Teenagers, Bathing is 'Time for Oneself'

The average bathing time for teenage women was 32.3 minutes, the longest of all age groups. The percentage of respondents who said they 'use a smartphone,' 'sing a song,' or 'listen to music' while in the bathtub was also higher than in other age groups, suggesting that bathing has become a time for themselves.

Upward Trend in Intention for 'Automation and Outsourcing' of Bathroom Cleaning

Among dissatisfactions with bathrooms, 'coldness' and 'mold' ranked highest. In addition, many people find bathroom cleaning 'troublesome' and a 'burden,' and the number of people who are willing to spend money on 'machines that automatically clean the bathroom' or 'external services for bathroom cleaning' has increased compared to the 2014 and 2019 surveys.

Over 70% of Teenagers Recognize the Term 'Bath Cancellation Culture' (Furo Cancel Kaiwai)

Regarding the slang term 'Bath Cancellation Culture,' which spread mainly on social media to express self-deprecatingly and sympathetically the feeling of holding back or not taking a bath because it is troublesome, this survey found that over 70% of teenagers and nearly 60% of people in their 20s and 30s have heard of it.

This report clarifies that while the 'tendency for many people to like bathing' is still common across all ages, bathing styles and how time is spent in the bath are diversifying along with changes in generations and lifestyles. Given the increase in 'shower-only' people in their 30s and older, and the positioning of bathing as personal time for those in their teens and 20s, it is evident that for modern people, bathing is an important time that goes beyond just washing off dirt.

Furthermore, 2026 is the once-in-a-millennium year of '026 = Ofuro' (bath), and this report was published to coincide with 'Good Bath Day' on April 26.

The Institute will continue to regularly survey changes in consumers' awareness and actual conditions regarding bathing and bathrooms.

The Tokyo Gas Group celebrated its 140th anniversary in October 2025. As a company that goes beyond Tokyo, beyond gas, and anticipates the future, we will continue to support the next generation of society.

<About the Tokyo Gas Urban Life Research Institute>

The Tokyo Gas Urban Life Research Institute was established in July 1986. It will celebrate its 40th anniversary in 2026. Based on multifaceted surveys and analyses of social changes and urban consumers, we predict future lifestyles and needs, and make various proposals for a better life for consumers.

*1: Survey period: [Summer survey] August 2025 [Winter survey] January 2026, Survey method: Internet survey, Survey targets: 2,600 men and women aged 15-79 living in the Tokyo metropolitan area (teenagers must have graduated from junior high school) *2: Cospa is an abbreviation for 'cost performance,' indicating the feeling of satisfaction or a good deal relative to the cost incurred. *3: Taipa is an abbreviation for 'time performance,' indicating the feeling of satisfaction or efficiency relative to the time spent.