Japanese consumer economy expert Miura Atsushi: In the fifth consumption era, low prices are no longer a guaranteed strategy for business competition.

Ask AI · Why Have Young Women’s Consumer Preferences Become a New Market Driver?

On March 25, the 2026 China Catering Industry Festival and the 35th HCC Global Catering Industry Expo, jointly organized by the World Federation of Chinese Catering and Hongcan Network, was held at the Hangzhou Convention and Exhibition Center. During the “2026 China Catering Industry Conference,” Japanese consumer economy expert Miura Zhan shared insights under the theme “The Fifth Consumption Era.”

Using Japan as an example, Miura Zhan introduced the evolution from the First to the Fourth Consumption Era:

• First Consumption Era (1914-1936): Rise of middle-class family lifestyles, emergence of department stores, amusement parks, etc.
• Second Consumption Era (1952-1974): Establishment of middle-class and mass consumption society, rapid economic growth, mass production, and consumption.
• Third Consumption Era (1975-1997): Shift from material to service consumption, characterized by personalization and high-end experiences, with consumption becoming a form of self-expression.
• Fourth Consumption Era (1998-2020): Focus on minimalism, social sharing, collective values, environmental protection, and sustainability; the key word is “healing.”

Miura Zhan proposed that society is entering the Fifth Consumption Era. In recent years, slowing economic growth and aging populations have made these changes more apparent, leading to shifts in consumption habits. Surveys show that middle school and high school students in Japan increasingly value relaxed learning and living experiences. Consumer preferences are also shifting toward experiential enjoyment and spiritual fulfillment.

△Japanese consumer economy expert Miura Zhan

Miura Zhan summarized the characteristics of the Fifth Consumption Era with 7 S’s:

• Slow: Emphasizing slow living, such as slow dining and slow fashion.
• Sensuous: Pursuit of sensory satisfaction, like personalized gourmet dishes.
• Sociable: Social interactions and human connections.
• Small: Cozy places to spend time and chat with friends.
• Soft: Gentle, calm environments with high emotional value over brand premiums.
• Sustainable: Preference for eco-friendly materials and extended product lifespan, e.g., healthy, natural foods in the catering industry.
• Solution of social problems: Social responsibility, including environmental changes, aging populations, gender inequality, disabilities, and declining birthrates.

In this consumer environment, some economic concepts are gradually becoming less effective; products are not necessarily sold because they are cheap, nor are high prices a barrier.

Miura Zhan also emphasized that for catering businesses, understanding young women’s consumer preferences is crucial for future marketing, as their purchasing power and potential are significant. A joint survey last year by Miura Zhan and the Changsha New Consumption Research Institute showed that among the food categories young women born in the 90s most want to see grow are handmade bread, baked goods, and other healthy, organic foods, accounting for 79%. These represent market opportunities.

Author: Hongcan Editorial Team