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

Zozo – 2021 Conviction Call Short Unlikely to Hit Its GMV Targets

ZOZO – Getting Gamestopped on This 2021 Conviction Call

Rakuten - Pricing Response Has a Few Surprises but Coverage Remains the Issue

Real Insight on Japanese Consumer Markets

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. 

Equity Bottom-Up

Zozo promised significant category expansion 18 months ago and it has delivered.Last year, the online mall added a dedicated footwear section complete with measuring tool and then a new section offering a large line up of DtoC brands.This Spring it will add cosmetics alongside yet another data collection tool, this time for skin analysis, as well as a new premium and luxury section with 70 brands.Zozo expects to become the biggest online cosmetics store within a year, a realistic goal (Zozo customers spend ¥82,200 a year on cosmetics, 2.2 times the average for Japan as a whole).In the meantime, GMVs and OP are improving strongly – while Zozo still has some headwinds in the form of competition and falling shipment values, the strong impetus from the consumer shift to digital, a decent management team, and its category and territory expansion bode well for the immediate future.

Zozo promised significant category expansion 18 months ago and it has delivered.Last year, the online mall added a dedicated footwear section complete with measuring tool and then a new section offering a large line up of DtoC brands.This Spring it will add cosmetics alongside yet another data collection tool, this time for skin analysis, as well as a new premium and luxury section with 70 brands.Zozo expects to become the biggest online cosmetics store within a year, a realistic goal (Zozo customers spend ¥82,200 a year on cosmetics, 2.2 times the average for Japan as a whole).In the meantime, GMVs and OP are improving strongly – while Zozo still has some headwinds in the form of competition and falling shipment values, the strong impetus from the consumer shift to digital, a decent management team, and its category and territory expansion bode well for the immediate future.

ZOZO Inc

Zozo on the March Again