Introduction
Dentsu Inc., one of Japan’s leading advertising and research organizations, has published the results of its 18th annual 10,000-Person Wellness Survey, a long-running study that tracks how people across Japan think about health, well-being, and daily lifestyle management. Conducted every year since 2007, the project has become a consistent benchmark for understanding how wellness behaviors evolve across demographic groups and economic cycles.
The 2024 edition of the survey was carried out online between June 7 and June 10, collecting responses from 10,000 men and women aged 20 to 60 nationwide. This extensive dataset offers a current snapshot of how Japanese consumers incorporate wellness into their daily routines, how they evaluate their own health, and how they engage with both established and emerging wellness categories.
For global professionals in wellness, health, nutrition, fitness, and beauty, the study provides valuable visibility into a market that is often difficult to analyze without Japanese-language fluency. This article translates and summarizes the major findings of the 2024 report, providing an accurate, neutral overview of key trends to help international teams understand Japanese wellness attitudes and behaviors today.
Background and Objectives of the Survey
Dentsu launched the Wellness 10,000-Person Survey in 2007 to track how consumers interpret the idea of “wellness” and how that interpretation changes over time. The survey measures not only physical health but also psychological, emotional, environmental, and lifestyle factors that influence overall well-being.
The 2024 edition focuses on several themes: daily health awareness, comfort with wellness technology, consumer spending, and interest in data-driven services. By documenting behaviors across these categories, the study aims to show how people in Japan define wellness in their own terms and how their needs, concerns, and habits shift year by year.
Key Findings from the Survey
1. Adoption of Health-Tech Devices and Services
One of the most notable trends in the 2024 survey is the continued growth of health-related technology in daily life. Usage of wristwatch-style wearable devices, including models that measure heart rate, steps, and sleep cycles, has expanded rapidly. Current adoption stands at 11.7 percent, while 33.7 percent of respondents expressed interest in using such devices in the future. Compared with 2020, this represents a 181 percent increase, reflecting a significant rise in comfort with self-monitoring tools.
Interest is also spreading into adjacent service categories. Respondents indicated growing curiosity about intestinal environment testing, nutrition analysis, and sleep-related tools and bedding capable of tracking rest quality. Although usage rates remain modest compared to more established wellness activities, the gradual expansion of these categories suggests that consumers are increasingly open to incorporating digital health insights into their routines.
Dentsu notes that this broadening interest signals a shift from passive to more active monitoring of personal health. As tracking becomes easier and more accessible, more people appear to be exploring tools that help them understand their own physical and lifestyle patterns.
2. Gender Differences in Health Interests
The survey also highlights clear differences in wellness priorities by gender. Among women, the most commonly cited areas of interest were psychological fatigue (39.0 percent), sleep quality (36.3 percent), and hormone balance (33.4 percent). These categories point to an emphasis on internal states, mood regulation, and overall balance.
Men, by contrast, expressed stronger interest in blood pressure (36.6 percent) and body fat or visceral fat levels (29.6 percent). These findings indicate that men may be more focused on quantifiable physiological metrics that relate directly to cardiovascular and metabolic health.
Another area where gender differences appear is the willingness to engage with integrated wellness services. Over half of the total respondents said they were interested in comprehensive solutions that consolidate health data into one accessible platform. However, less than 10 percent reported willingness to pay for such services. While this indicates meaningful curiosity about data-driven wellness, it also reflects a cautious approach toward monetized offerings.
3. Wellness Spending Trends
The 2024 data shows a notable shift in how people in Japan allocate money toward wellness-related goods and services. Average monthly spending on wellness products decreased to ¥1,269, the lowest level recorded in the past five years. This category includes physical items such as supplements, fitness goods, and health-related household products.
In contrast, spending on wellness services increased slightly, rising from ¥896 in 2023 to ¥948 in 2024. While the change is modest, it marks a continuation of a trend toward service-oriented wellness consumption. Consumers appear to be directing more of their budgets toward experiences or ongoing support rather than acquiring new physical goods.
This progression aligns with broader patterns in consumer behavior across other categories in Japan, where subscription models, light-touch services, and personalized consultation formats have gained traction in recent years.
4. Environmental Triggers for Health Concerns
Environmental factors continue to play a significant role in how respondents perceive and manage their health. Barometric pressure changes were identified as the leading external trigger for headaches, cited by 55.5 percent of participants. This aligns with an ongoing rise in public attention to “weather sensitivity” and its physical effects.
Weather-related fluctuations also ranked highly for conditions such as fatigue and tinnitus, suggesting that people are more aware of how day-to-day environmental shifts influence their well-being. As these associations continue to gain traction, interest may grow in solutions that help consumers better anticipate or manage weather-linked symptoms.
5. Awareness of the Term “Well-Being”
Recognition of the term “well-being” has increased steadily. In 2024, 31.1 percent of respondents said they understood the term, compared with 20.8 percent in 2022. An additional 24 percent reported that they had heard the word but did not fully grasp its meaning.
This indicates a growing presence of “well-being” in everyday language in Japan, although the depth of understanding remains limited for many consumers. As the term continues to enter mainstream usage, it may prompt further demand for clear explanations, practical applications, and more accessible communication around wellness concepts.
Implications for the Wellness Market in Japan
The findings from Dentsu’s 2024 study highlight several important considerations for organizations operating within Japan’s wellness sector. The expanding adoption of health-related devices suggests that consumers are becoming more receptive to technology-enabled insights. This creates opportunities for products and services that integrate seamlessly with wearables or that provide meaningful feedback based on personal data.
Gender-based differences in health priorities underline the value of targeted communication and product design. Brands that address specific concerns, such as sleep quality for women or cardiovascular indicators for men, may find higher relevance among their intended audience.
The gradual shift in spending from goods to services also signals a potential opening for subscription-based offerings, coaching support, or experiences that deliver ongoing value. Since many respondents show interest in bundled or integrated health-management tools but remain hesitant to pay, there may be room for hybrid models that combine free features with optional upgrades.
Environmental sensitivity represents another notable factor. With many consumers linking physical discomfort to weather changes, brands may explore content or tools that help predict or manage such fluctuations.
Finally, increasing recognition of “well-being” suggests a growing foundation for broader wellness education. Clear explanation and accessible framing may help deepen consumer understanding and support the development of more holistic wellness messaging across industries.
Conclusion
Dentsu’s 18th Wellness 10,000-Person Survey provides a detailed view of how people across Japan think about health, lifestyle, and daily well-being in 2024. The results reflect growing engagement with digital health tools, evolving spending patterns, and increasing awareness of environmental and psychological factors that influence overall wellness.
By presenting the findings in English, this overview helps international professionals access data that is typically available only in Japanese. As wellness continues to expand as a consumer priority in Japan, Dentsu’s annual survey remains a valuable reference point for understanding how trends develop and what they may signal for the future.
For brands looking to navigate Japan’s evolving wellness landscape, Pulse Marketing helps turn consumer insights into practical direction. If wellness is part of your strategy, we would be happy to discuss your goals.
