Tokyo Gas Urban Life Research Institute Issues Latest Survey "Modern Japanese Bathing Habits 2026" - "Love for Bathing" Common Across All Ages, "Shower-Only Bathers" Increase Among Those 30+, Narrowing Age Gap

The Tokyo Gas Urban Life Research Institute (hereinafter referred to as "the Institute") has issued the urban lifestyle report "Modern Japanese Bathing Habits 2026" (hereinafter referred to as "this report"), which summarizes consumers' attitudes and actual conditions regarding bathing. The Institute continuously conducts surveys on Japanese bathing and bathrooms, and this report compiles the results of surveys conducted in 2025 and 2026 (*1). This report can be downloaded here. For Japanese people, who have long been said to love bathing, bathing is an indispensable part of daily life and culture. On the other hand, in recent years, due to the diversification of lifestyles, the spread of digital devices, and the growing awareness of "cost-performance" (*2) and "time-performance" (*3), changes have been observed in bathing styles. This report reveals that, compared to past surveys, while "liking bathing" is common across all generations, the number of "shower-only bathers" has increased among those aged 30 and above. Furthermore, it was observed that teenagers spend a longer time bathing, and over 30% of teenage girls use smartphones while bathing, indicating differences in bathing habits across generations. The report also shed light on the burden of bathroom cleaning and awareness of energy-saving actions. [Key Findings of the "Modern Japanese Bathing Habits 2026" Survey] ■ "Shower-only bathers" increase among those aged 30 and above, narrowing the age gap The style of "shower-only bathing all year round, or mostly shower bathing," which was high among younger generations, has increased among those aged 30 and above. The increase was particularly significant among those in their 60s compared to the previous survey in 2019, indicating that the age gap among shower-only bathers has narrowed, and an bathing style that prioritizes efficiency has become established across a wide range of age groups. ■ For teenagers, bathing becomes their own time The average bathing time for teenage girls was 32.3 minutes, the longest among all age groups. The proportion of those who answered "use a smartphone," "sing a song," or "listen to music" while bathing in the bathtub was also higher than in other age groups, suggesting that bathing has become their own personal time. ■ Intent to "automate or outsource" bathroom cleaning is on the rise Among dissatisfactions with bathrooms, "coldness" and "mold" were ranked high. Many people also find bathroom cleaning "troublesome" or a "burden," and the number of people willing to spend money on "machines that automatically clean bathrooms" or "external bathroom cleaning services" has increased compared to surveys in 2014 and 2019. ■ Over 70% of teenagers are aware of the term "Furo Cancel Kaiwai" Regarding the slang term "Furo Cancel Kaiwai," which spread mainly on social media and self-deprecatingly or empathetically refers to feeling bothered by bathing and skipping it, this survey found that over 70% of teenagers and nearly 60% of those in their 20s and 30s had heard of it. This report reveals that while the "tendency to like bathing" is still common across all age groups, bathing styles and how bathing time is spent have diversified with changes in generations and lifestyles. The increase in "shower-only bathers" among those aged 30 and above, and the positioning of bathing as personal time for those in their teens and twenties, suggest that for modern people, bathing is an important time that goes beyond merely washing away dirt. Notably, 2026 is the "026 = Ofuro (bath)" year, occurring once every thousand years, and this report was issued on April 26th, "Good Bath Day." The Institute will continue to survey changes in consumers' attitudes and actual conditions regarding bathing and bathrooms. Tokyo Gas Group celebrated its 140th anniversary in October 2025. As a company that goes beyond Tokyo, beyond gas, and anticipates the future, it will continue to support the next generation of society. The Tokyo Gas Urban Life Research Institute was established in July 1986. It will celebrate its 40th anniversary in 2026. Based on multifaceted research and analysis of societal changes and urban dwellers, it predicts future lifestyles and needs, and offers various proposals for a better life for consumers. *1: Survey period: [Summer Survey] August 2025 [Winter Survey] January 2026, Survey method: Internet survey, Target: 2,600 men and women aged 15-79 residing in Tokyo and three surrounding prefectures (teenagers are junior high school graduates or older) *2: "Cos-pa" is an abbreviation for "cost performance," representing satisfaction or value for money spent. *3: "Tai-pa" is an abbreviation for "time performance," representing satisfaction or efficiency for time spent. End