Japan's newly dominant consumer is likely to be in his 20s to 30s, favors cosmetics over deluxe cars and enjoys eating sweets with his parents at home rather than treating his girlfriend to fancy eateries.
Such men are called "soshokukei danshi," or "herbivorous men." The phrase is generally applicable to men who are friendly and home-oriented, and not aggressive toward women, love and marriage. Its opposite is "nikushokukei joshi," or "carnivorous women," who pursue an active lifestyle.
Some manufacturers are beginning to cater to those born in the late 1970s and after who are changing patterns of consumption with their emphasis on reasonably priced goods.