Female travellers still key to spending: JTM / TFWA study

Print Article E-Mail Article

Women in their 30s and women in their 50s will drive travel-retail sales among Japanese travellers into the next decade, according to independent research conducted by a leading authority on Japanese travel

Competition from downtown stores within Japan in terms of price and choice will also become more intense for duty-free operators.

JTM vice president Masato Takamatsu commented: "Younger, female Japanese travellers in particular compare prices at the Japanese airport stores to those of the airport stores of destination, in-flight offerings, downtown duty-free and high street stores. These same consumers have the general impression that prices at the airport duty-free store are higher than those in the high street.

"There is a growing number of branded boutiques opening in Japan that will continue to apply competitive pressure to travel-retail stores to maintain a clear price proposition," said Takamatsu.

The Japanese Traveller Study 2002, a joint report conducted by Japan Tourism Marketing Co (JTM) with Tax Free World Association released this month (TRW 02/08/02), found that women in the 30s and 50s age groups spend considerably more on travel shopping than other groups. 

The report also notes that over the decade from 1990 to 2000 the number of Japan's female international travellers grew at twice the rate of increase as that of Japanese males. By 2000, 25 to 29 year olds were at the peak of Japan's population. By 2005 this population bubble will be in their 30s.

"These generations will become the new market leaders. Their population is expected to grow significantly and their departure rate is significantly higher than the same generation in the 1980s or 1990s," commented JTM's Masato Takamatsu.

Other gender differences are also significant. The report showed that 40% of Japanese men and 50% of women plan their purchase before setting out on a trip. Furthermore 15% of men and 23% of women pre-plan the actual brand to be purchased.

The report also identifies product categories which are key to the development of the travel-retail market. Out of the total, 51% of Japanese travellers will purchase confectionery during their trip and 46% will purchase tobacco products. As these percentages differ little by gender or age, it is clear that confectionery and tobacco play a pivotal role in travel-retail.

"Tobacco and confectionery may not account for large sales volume compared to luxury branded items, but it should be noted that they are contributing a great deal by drawing customers into the store," said Takamatsu.

• Japanese Traveller Study 2002 will be released to TFWA members free of charge and will be available to non-members at a cost of $120 or Eur120.

Tax Free World Association
Tel: +33 1 40 74 09 86
Email: contact@tfwa.com

Japan Tourism Marketing Co
Masato Takamatsu
Tel: +81 3 5299 6503
Email: takamatsu@jtm-net.co.jp