First Year of "Extreme Heat Day" Definition, Over 90% Concerned About "Summer Heat." Top Concern is Soaring Electricity Bills

Kufu Lifestyler Research Institute (Kufu Soken), which conducts research and disseminates information to improve the life satisfaction of consumers and society, conducted a survey on preparations for summer targeting 7,560 consumers.

The rainy season in 2026 has been characterized by temperatures at or below average, with a "mild heat" sensation nationwide. However, we are approaching the first summer since the Japan Meteorological Agency defined a day with a maximum temperature of 40°C or higher as an "Extreme Heat Day." The Japan Meteorological Agency's 3-month forecast (released in June) also predicts that the average temperature from July to September will be "average or higher than average" nationwide, with severe heat expected.

Ahead of this harsh summer, we investigated the actual situation regarding what concerns consumers have and what preparations they are making for the full-blown season.

Survey Results Summary

- Over 90% are "concerned" about this summer's heat.

- Approximately 60% are concerned about "soaring summer electricity bills."

- Electricity bill countermeasures mainly involve "efficient use of air conditioning."

- "Changing bedding" and "seasonal wardrobe change" are top preparations already made for summer.

- "Parasols and hats" to block sunlight are highly desired purchases for heat countermeasures.

Survey Overview

Survey Theme: Preparations for Summer

Survey Area: Nationwide

Survey Participants: A total of 7,560 users of the household account book service "Kufu Zaim" and the flyer/shopping information service "Kufu Tokubai."

Survey Period: June 19, 2026 (Fri) - June 22, 2026 (Mon)

Survey Method: Internet survey

Over 90% are "concerned" about this summer's heat

Regarding the summer heat in 2026, over 90% of respondents answered that they "feel concerned" (55.1% "feel very concerned," 36.9% "feel somewhat concerned," totaling 92.0%).

Approximately 60% are concerned about "soaring summer electricity bills."

This summer, with many people concerned about the extreme heat, it was found that approximately 60% (61.9%) of people are concerned about "soaring electricity bills due to air conditioner use." In addition to electricity bills, about 30% (29.7%) are concerned about "price increases for food and daily necessities such as summer vegetables and beverages," and about 20% (19.7%) are concerned about "increased expenses due to heat countermeasures." This indicates that many people are concerned about increased expenses amidst ongoing price hikes and a trend towards saving money.

Furthermore, concerns about health such as "heatstroke" (46.0%) and "summer fatigue/poor physical condition" (44.5%), as well as "decreased motivation for housework and work" (31.8%) were also ranked high.

Various tips were also shared for getting through the extreme heat more comfortably.

"Small Efforts" to Get Through Summer Comfortably and Smartly (From Survey Responses)

- I try to do my shopping in the morning or evening before the temperature rises (40s, Female)

- I do housework during cooler hours. During hot hours, I take my time shopping at commercial facilities (60s, Female)

- I avoid going out during sunny daytime hours as much as possible (40s, Male)

- I use curtains to block sunlight from entering the house in the afternoon. To prevent heatstroke, I try to take baths as much as possible, not just showers (50s, Female)

- When it's hot, I sweat to regulate my body. I practice inducing perspiration. Since it will only get hotter in the future and not cooler, I have to adapt (60s, Female)

- I try to get used to the heat by going outside before it gets too hot. In the summer, I enjoy going into rivers and doing stream climbing (30s, Female)

- I find things to enjoy in the summer. Like, "Ice cream is delicious!" (40s, Female)

- I don't say negative things like "it's hot," "I'm sluggish," or "it's tough" (50s, Female)

A common response was "being active during the cool morning hours." Many people change their shopping and outing times. Some people are conscious of adapting their bodies to the extreme heat to avoid poor physical condition, while others expressed positive sentiments about finding and enjoying the unique pleasures of summer rather than viewing it as a "summer of exhaustion."

Electricity bill countermeasures mainly involve "efficient use of air conditioning."

When asked about the countermeasures for "soaring electricity bills," which many people are concerned about, the top responses were "improving air conditioner efficiency with circulators and blackout curtains" (44.0%) and "adjusting air conditioner usage such as temperature settings" (43.8%). Since using air conditioners is indispensable, consumers' desire to save on electricity bills by taking conscious actions is evident.

Air Conditioner Usage Tips for Soaring Electricity Bills (From Survey Responses)

- Before turning on the air conditioner, I open the windows and run a circulator to let out the hot air, then turn on the AC (30s, Female)

- I divide the living room with curtains to make the room smaller and improve air conditioner efficiency (50s, Male)

- I try to have the family stay together in one room and use the air conditioner there (40s, Female)

- I reduce air conditioner usage at home by playing in public facilities (40s, Male)

"Changing bedding" and "seasonal wardrobe change" are top preparations already made for summer.

It is evident that consumers are already making various preparations for the hot summer as of the survey in late June 2026. The top responses were "changing to summer bedding" (38.3%), "seasonal wardrobe change" (36.7%), "air conditioner cleaning" (34.4%), and "purchasing sun protection goods" (34.4%). Among the aforementioned efforts to reduce electricity bills, about 20% (23.8%) mentioned "using cooling bedding to reduce nighttime air conditioning costs," indicating that many people are taking measures to ensure comfortable sleep.

When asked about the timing of test runs and cleaning of home air conditioners for summer, the most common answer was "completed by May," accounting for about 40% (39.9%).

"Parasols and hats" to block sunlight are highly desired purchases for heat countermeasures.

For summer heat countermeasures, the most frequently purchased (or intended to purchase) items were "parasols and hats" to block harsh sunlight (34.3%), followed by "cooling sprays/sheets" (29.0%) and "salt supplements/sports drinks" for heatstroke prevention (28.0%).

***

Japan is increasingly experiencing "extreme heat summers" as the norm. The results suggest that awareness of severe heat is widespread, and individual consumers are proceeding with their summer preparations according to their own lifestyles.

● About "Kufu Lifestyler Research Institute"

By analyzing and understanding consumer behavior data and real voices accumulated through operating services for consumers provided by the Kufu Company Group, we aim to disseminate information that contributes to improving individual life satisfaction and overall societal life satisfaction.

● About the flyer/shopping information service "Kufu Tokubai" https://tokubai.co.jp/

Launched in 2013, this web service and app features flyers and shopping information from retailers of various formats, including supermarkets. Information can be viewed for free on PCs and smartphones. It features approximately 270,000 stores* and is used by over 17 million people monthly*, mainly women in their 30s and 40s. (*=As of January 2026)

* "Tokubai" was renamed to "Kufu Tokubai" in October 2025.

● About the household account book service "Kufu Zaim" https://zaim.net

With over 12 million downloads*, the household account book service "Kufu Zaim" allows users to easily record their household finances from their smartphones. In addition to a function that automatically reads receipts by taking photos, it can automatically record income and expenses through integration with banks and credit cards, making it easy to manage finances. (*=As of January 2026)

* "Zaim" was renamed to "Kufu Zaim" in October 2025.

● Company Overview https://kufu.co.jp/company/kufucompany/

Company Name: Kufu Company, Inc.

Head Office Location: Mita International Building 23F, 1-4-28 Mita, Minato-ku, Tokyo 108-0073

Established: September 2012 *Established as Zaim Inc.

Main Business: Planning, development, and operation of flyer/shopping information service "Kufu Tokubai," household account book app "Kufu Zaim," travel/outing media "Kufu Trip," regional media businesses "Kufu Loco Shizuoka" and "WOMO," and other daily life-related services.