Dentsu’s 2025 Wellness Survey reveals generational shifts in Japan’s health consciousness

TOKYO, JAPAN — Dentsu Inc. announced the results of its 19th Wellness Survey of 10,000 People, targeting men and women living in Japan in their 20s–70s. The survey was conducted by the Dentsu Healthcare Team, a specialized organization offering a multitude of services ranging from the development of strategies and business models to market entry and public relations campaigns in the healthcare market.

Conducted annually since 2007, the survey identifies emerging trends and needs in Japan’s healthcare sector, based on consumer health awareness and behaviors. This year, for the first time, respondents in their 70s were included. A revised healthcare cluster classification system was also introduced, dividing consumers into eight types.

Key findings

1. Health awareness and behaviors
The percentage of respondents who believe “healthy people are cool” increases with age, peaking at approximately 80% among those in their 70s. Meanwhile, the willingness to join health-related communities and the desire for social recognition of one’s health efforts are highest among younger generations, particularly those in their 20s.

• 79.2% of people in their 70s agree that “healthy people are cool,” compared to 53.1% of those in their 20s.
• 32.0% of people in their 20s express interest in joining communities focused on shared health concerns and goals, versus just 12.6% of those in their 70s.
• 34.9% of people in their 20s want their health efforts to be recognized, while only 9.9% of those in their 70s share this sentiment.

2. Health spending by demographic
Monthly spending on health-related products and services is highest among women in their 70s. Compared to women in their 30s — the lowest spenders — women in their 70s spend approximately 2.4 times more on products and 2.1 times more on services.

3. Use of health tech
Men in their 20s are the most active users of digital health tools, with 28.5% tracking sleep and 25.1% tracking diet on smartphones. They also lead in the use of wearable devices (17.6%). Meanwhile, interest in recovery wear — garments designed to aid fatigue recovery — remains high, with 22.6% expressing intent to try them in the future, despite only 5% current usage.

4. Health conditions and prevention
Among 45 surveyed conditions, osteoporosis (27.9%) is the most commonly addressed through daily dietary habits, followed by high body fat (27.1%) and constipation (26.5%). The top issue managed through health foods and drinks such as FOSHU is immunity/resistance (14.8%).

5. Updated healthcare clusters
The new eight-group classification includes modern categories such as Smart Conditioners — individuals who carefully manage both mental and physical health — and Exhausted Health Postponers, who care about wellness but deprioritize it due to fatigue or busyness.

Comment from the Dentsu Healthcare Team

“Until last year, the ‘Wellness Survey of 10,000 People’ targeted respondents in their 20s–60s. Considering the changing social environment, we expanded the survey to include those in their 70s,” said the Dentsu Healthcare Team.

“By broadening the age range, we’ve made the differences in health awareness and behavior by gender and age clearer. Our updated healthcare cluster system also reveals that five groups with lower health motivation — Food Safety Only, Self-Image Driven, Anxious/Stagnant, Exhausted Health Postponers, and Low Awareness/Uninterested — account for nearly 70% of consumers. Understanding how to engage this segment will be key for the healthcare market moving forward.”

The team hopes these findings will serve as valuable insights for marketers and business developers in the healthcare industry aiming to encourage healthier behaviors among consumers.

Comprising planners specializing in healthcare, the Dentsu Healthcare Team supports clients in crafting business and marketing strategies across prescription drugs, OTC medicines, food products, toiletries, and health technology. Drawing from proprietary tools such as the Wellness Survey of 10,000 People and Healthcare Trend Forecast 50, the team drives business and communication development within the healthcare sector.

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