Expert on Japan Retail and Consumer Markets, JapanConsuming

Michael Causton

Michael is co-founder and partner at JapanConsuming.

JapanConsuming is a specialist research firm producing intelligence on Japanese retail and consumer markets. Founded in 2000, JapanConsuming has become the leading provider of insights on Japanese retailers and consumer trends to retailers, brands, government agencies and investors. As well as a highly regarded monthly report on the market, JapanConsuming produces in-depth reports and seminars on retail sectors and consumer trends, as well as telephone consulting/meetings with investors. 

All of JapanConsuming's team are bilingual and bi-cultural, and the company's research sources are:

Direct meetings with retailers, wholesalers, distributors, trade body staff, govt., marketing firms, academics etc.
Govt. data
Trade association data
Trade Press across all consumer sectors
Unique Network of buyers/managers/marketing staff at retail, as well as wholesalers and trading firms.
Editors/Journalists at publishing houses and PR/Ad firms.


JapanConsuming was founded by Michael Causton and Roy Larke. 

Michael Causton set up and ran a consumer distribution business in Tokyo for 10 years and developed this into a business responsible for annual imports to Japan of several billion Yen, at the same time building up an inside knowledge of how Japanese distribution works and developing a network of contacts across the industry. Seeing the lack of quality market intelligence on Japanese markets, he co-founded JapanConsuming in 2000. He divides his time between Japan and Europe/US consulting for companies, governments and investors, including providing talks, seminars, and webinars as well as writing reports and books.

Expert on Japan Retail and Consumer Markets

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JapanConsuming

JapanConsuming is a specialist research firm producing intelligence on Japanese retail and consumer markets. Founded in 2000, JapanConsuming has become the leading provider of insights on Japanese retailers and consumer trends to retailers, brands, government agencies and investors. As well as a highly regarded monthly report on the market, JapanConsuming produces in-depth reports on retail sectors, seminars on key trends and telephone consulting to investors on trends and retailers.

JapanConsuming was founded by Michael Causton and Roy Larke. 

Thematic (Sector/Industry)

Japan Consumer discretionary / Thematic (Sector/Industry)

Astonishing as it may seem but 80% of all retail transactions in Japan are made with cash and 88% if you include the cash stored in so-called 'smart wallets' – essentially cash stored in plastic.Just like much of Japan's service sector, payments is a classic example of the sector's capacity to resist change, resist still more and finally, with much knocking of heads in Kasumigaseki, race to modernise in a very short period of time.That Japan will switch to cashless payments in the next three years is not in doubt – not least because of Japan's fear of Chinese payments systems gaining too much share – but with so many competing payments services available and still being launched, the big question is who will win. Given their deep data, consumer loyalty and brand names, it is likely that the current kings of loyalty points will take the biggest share alongside some of the biggest retailers meaning <a href="https://www.smartkarma.com/entities/31" target="_blank" data-smartkarma-citation="entities:31:1">Rakuten (4755 JP)</a>, <a href="https://www.smartkarma.com/entities/27445" target="_blank" data-smartkarma-citation="entities:27445:1">Softbank (9434 JP)</a>, <a href="https://www.smartkarma.com/entities/1089" target="_blank" data-smartkarma-citation="entities:1089:1">NTT Docomo (9437 JP)</a> and the three convenience store schemes backed by banks.While the use of cash may decline, households still keep an average of ¥830,000 in cash (8% of GDP in total) under the futon and are unlikely to change that particular habit given the frequency of earthquakes and other natural disasters.

Astonishing as it may seem but 80% of all retail transactions in Japan are made with cash and 88% if you include the cash stored in so-called 'smart wallets' – essentially cash stored in plastic.Just like much of Japan's service sector, payments is a classic example of the sector's capacity to resist change, resist still more and finally, with much knocking of heads in Kasumigaseki, race to modernise in a very short period of time.That Japan will switch to cashless payments in the next three years is not in doubt – not least because of Japan's fear of Chinese payments systems gaining too much share – but with so many competing payments services available and still being launched, the big question is who will win. Given their deep data, consumer loyalty and brand names, it is likely that the current kings of loyalty points will take the biggest share alongside some of the biggest retailers meaning Rakuten (4755 JP), Softbank (9434 JP), NTT Docomo (9437 JP) and the three convenience store schemes backed by banks.While the use of cash may decline, households still keep an average of ¥830,000 in cash (8% of GDP in total) under the futon and are unlikely to change that particular habit given the frequency of earthquakes and other natural disasters.

Mitsubishi UFJ Financial (MUFG) (8306 JP)

Who Will Win the Cashless Wars in Japan?