Japanese Consumers Prioritize Durability in Umbrella Purchases

A recent survey by Weathernews Inc. reveals that Japanese consumers are prioritizing durability over design and price when purchasing umbrellas. The survey, conducted among users of the company's weather app, found that 46% of respondents cited durability as the most important factor in their latest umbrella purchase, significantly higher than design (17%) or price (10%).

The average budget for an umbrella has risen to 3,272 yen, up from 2,227 yen in 2015. Weathernews attributes this increase to growing awareness of extreme weather conditions, such as sudden downpours and linear precipitation bands. The survey also highlighted gender and age differences in preferences, with men (54%) and younger respondents (56-58%) placing higher importance on durability, while older individuals (20-23%) valued lightness more.

Parasol usage for sun protection was also explored, with 57% of respondents not using one. However, male parasol use rose to 15% in 2026, up from 4% in 2019. Black remained the most popular parasol color at 31%. The survey drew thousands of responses across various categories, providing insights into consumer behavior and preferences in Japan.