The day when 75% of the umbrella market pursued sunshine.
Have you ever recently visited an umbrella store and felt like there were only parasols lined up? That intuition is backed up by a data analysis.
An analysis of the latest market statistics using an AI prediction model has yielded a surprising estimate: parasols and umbrellas with parasol functionality that can be used in both rain and sun will account for a whopping 75.3% (approximately 30.5 billion yen) of the Japanese umbrella import market in 2024.
While the forecast for the number of units is around 53%, it accounts for three-quarters of the total value. This strongly suggests that the market may be polarized between "inexpensive rain gear" and "high-performance parasols."
From beauty tools to "gear that saves lives"
Why is it believed that the market structure has changed so dramatically? The biggest factor is the shift in our consciousness from "beauty" to "survival."
Parasols used to be a fashion item for people who were concerned about sunburn, but with the extreme heat of recent years, the definition of parasols is being redefined as "personal safety gear to protect against heatstroke."
Instead of "enduring," people should use tools to "defend" intelligently. With the spread of this rational way of thinking, parasols have evolved into an essential tool that transcends gender and generations and should be owned by everyone.
Portable shade that blocks out 100% light
The dramatic evolution of products is also a major factor supporting this prediction. Currently, mainstream models have a special coating on the inside that provides both 100% light blocking and high heat insulation.
These not only block out light, but also create a noticeable temperature difference underneath the umbrella. Furthermore, by incorporating a strong water-repellent coating, the umbrella has established itself as an all-weather device that can withstand sudden downpours.
Another major factor is the expansion of the male market, as symbolized by the term "parasol boys." The influx of men who prioritize functionality has led to increased demand for more strict specifications, which is analyzed as having boosted the quality of the market as a whole.
Umbrellas are now transforming from consumable items used to keep out the rain to high-performance gear that can make harsh environments more comfortable. The next umbrella you pick up will surely show you its value.
