Interpreting 2013's "Trending and Noteworthy Products" Part 1

Interpreting the "Consumer-Selected 2013 Hot Topics and Noteworthy Products Ranking"

DENTSU SOKEN INC. recently compiled a report analyzing this year's "trending and notable products," announcing the "Consumer-Selected 2013 Trending and Notable Product Rankings" and the "2014 Consumer Keywords." The survey was conducted online from November 15 to 17, targeting 1,000 men and women aged 20 to 69 nationwide. It compiled and analyzed data on approximately 130 products and phenomena from three perspectives: "Awareness," "Attention," and "Talkability." We present the commentary by Yoshiyuki Sodezawa, Senior Researcher at DENTSU SOKEN INC., who compiled the report, in two parts.

2013: "The Year Reality Exceeded Expectations"

The year 2013 began with the topic of Abenomics, saw stock prices return to pre-Lehman Shock levels, and witnessed a gradual easing of consumers' "mental deflation." Furthermore, it was a year marked by major positive developments, including the registration of Mount Fuji as a World Cultural Heritage site and the successful bid for the 2020 Tokyo Olympic and Paralympic Games in September.

2014 marks the 25th anniversary since 1989, when Japanese stock prices hit their post-war peak. Despite experiencing major upheavals like the Asian Financial Crisis, the Lehman Shock, and the Great East Japan Earthquake, Japanese society has overcome these challenges and is finally regaining the energy to shift from settling past issues to adopting a proactive stance.

From late 2013 through March 2014, consumption is expected to surge due to last-minute demand ahead of the consumption tax hike. The challenge now is to sustain this momentum and translate it into continuous consumer demand.

2013 Hot Topics & Popular Products Ranking

What were the consumption trends in 2013?

The top spots in the 2013 Hot Topics and Popular Products Ranking were occupied not so much by new products debuting in 2013, but rather by products that had been popular for several years, further evolving to broaden their user base and appeal, continuing a stable trend.

The characteristics of 2013's trending and notable products can be summarized from three perspectives.

First, futuristic technologies like energy-saving and collision-avoidance systems for cars and 3D printers captured attention. It was surprising to see technologies thought to be years away from realization actually commercialized and released.

Second, a premium shift and full-scale adoption of products. Premium versions of confectionery sold exclusively at Osaka department stores, packaged snacks and foods labeled "for adults" or "gold," and special health-promoting beverages were accepted as "premiumization with a sense of justification." Convenience store specialty coffee also gained popularity for being authentic yet easily accessible.

Third, against a backdrop of renewed confidence in Japan, there is growing appreciation for Japanese culture and content, along with a rising momentum to promote them overseas. Alongside Japanese hospitality, Mount Fuji's designation as a World Cultural Heritage site, Washoku's recognition as an Intangible Cultural Heritage, and the high standard of Japanese craftsmanship, the diversity of regional offerings also stood out, such as mascot characters and luxurious regional sightseeing trains.

Characteristics of Products/Services in the Rankings

Tokyo Skytree, ranked 1st, opened in May 2012. It ranked 3rd in 2011, 2nd in 2012, and finally reached 1st this year. Since DENTSU SOKEN INC.'s ranking survey targets consumers nationwide, its rise to 1st place this year was driven by growing interest in regional areas, including heightened enthusiasm for Tokyo tourism among regional residents.

Second-place hybrid cars faced concerns that sales might decline after front-loading demand due to the eco-car subsidy program ending in summer 2012. However, the introduction of new products and technologies, combined with improved economic sentiment driven by Abenomics since November 2012, triggered so-called "pent-up demand" (the phenomenon where demand held back during a recession is released during an economic upturn). Additionally, hybrid technology was applied to kei cars, expanding the range of models and broadening the pool of interested buyers.

Smartphones, ranked third, had held the top spot for three consecutive years until 2012 but fell to third this time. While new models were launched by various companies in 2013 and the user base expanded, no new massively popular app emerged to rival Twitter, Facebook, or LINE, and other products overshadowed them in terms of buzz. However, smartphones ranked first among those in their 20s and 30s.

Ranked fourth, robotic vacuum cleaners maintained their high ranking position for the second consecutive year since 2012, becoming increasingly established as part of everyday lifestyles. Fifth place went to collision avoidance support systems for cars, which manufacturers began offering, increasing interest as an accessible technology. Sixth place was taken by theme park anniversary events, which set new records for both attendance and profits, reflecting consumers' desire to spend more on leisure and recreation. Investments in revamped parades and new attractions captured the hearts of consumers seeking extraordinary experiences.

Other notable products defining 2013 include: 6th place: "Authentic Coffee at Convenience Stores," where the live experience of freshly brewed coffee gained popularity. Instant noodles with fresh noodle-like texture saw increased variety since 2012, achieving a premium shift that elevated the category's perceived quality by several tiers. Ranked 12th, 3D printers gained support across age groups, hinting at future integration into daily life beyond industrial uses—such as preserving children's growth as "3D photos" in figurines or creating pet charms. Ranked 20th, "functional beverages" also performed well. Amid shifting health perceptions—where health no longer equals bland taste but rather rich flavor in small portions—a boom in enjoyable functional beverages appears imminent.

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Yoshiyuki Sodekawa

(Sodekawa Yoshiyuki)
Joined Dentsu Inc. in 1987. Held positions including Marketing Bureau, Senior Researcher at DENTSU SOKEN INC., and Policy Planning Researcher at the National Institute of Population and Social Security Research (NISSRS) before assuming his current role. Serves as a part-time lecturer at Tama Art University and Keio University Graduate School. Specializes in marketing communication, family studies, generational theory, and hit product/trend analysis. Author of books including "The Mechanics of Creative Thinking."