“2024’s Hottest Products in Japan: A Survey of Sales Growth and Evolving Lifestyles”

TOKYO — A list of the top-selling everyday products in Japan for 2024 compared to the prior year illustrates lifestyle shifts resulting from the extreme summer temperatures and the COVID-19 pandemic.

A private research firm based in Tokyo, Intage Inc., gathered sales information from around 6,000 supermarkets and various stores across the nation between January and October, releasing the “2024 best-selling products ranking” based on estimated growth rates in sales, with an emphasis on essential items and food.

The leading position was held by shoe cleaners, with a 53% increase in sales compared to 2023. Sheet-type cleaners for sneakers gained particular popularity. A representative at Intage attributed this trend to “the move toward casual business wear and the effects of the extreme summer heat.” Sneakers became preferred for commuting during the coronavirus pandemic and continued to be in demand due to the heatwave. Shoe cleaners were chosen for being “portable, cost-effective, and user-friendly.”

Facial masks occupied the second position, climbing from 15th place in 2023 with a 44% rise in sales. The growth of South Korean beauty products and a surge driven by well-known personalities are thought to have influenced this increase. Together with shoe cleaners, facial masks have entered the annual top 10 for the first time since 2020, signaling a new trend.

Rice, which faced a nationwide shortage, was ranked third with a 30% increase in sales. “Rice dishes” — predominantly prepackaged rice believed to have been purchased by many as an alternative to uncooked rice — took the 10th spot, showing a 13% rise from 2023. Retail prices of rice peaked in August, reaching approximately 1.7 times the usual cost, and elevated prices reportedly persist in various regions, including the Tokyo metropolitan area.

Cardiac stimulants secured the fifth position, with an 18% sales rise from the previous year. An Intage representative stated, “Their sales have been enhanced by the increasing trend of inbound tourists and the weakened yen making them more affordable.” These home remedies, noted for their effectiveness in treating palpitations and shortness of breath, are particularly favored by Chinese customers. They claimed the top position in the annual ranking in 2023 and have continued to grow steadily this year. Additionally, lip balms, in seventh place with a 16% increase, also enjoyed support from international visitors coming to Japan.

(Japanese original by Yuko Shimada, Business News Department)