Approximately 60% of Japanese Men Hesitate to Wear Desired Summer Clothes, Primarily Due to Body Hair Concerns (34.1%) — Panasonic Survey

Survey Overview Panasonic Corporation conducted an 'Awareness Survey on Sweat and Body Hair Care for Summer' from April 22 to April 24, 2026, targeting 800 men aged 20 to 50 across Japan. Recent record-breaking heat waves have accelerated a shift toward prioritizing 'coolness' and 'comfort' in clothing choices and increased casualization in business settings. However, this has also brought to light new anxieties as many men feel hesitant to wear the clothes they genuinely want due to concerns about sweat and body hair.

Key Findings

### Casualization and Heat Countermeasures Approximately 68% of respondents stated that they have started prioritizing 'coolness' and 'comfort' more than before when choosing outfits for going out. This reflects a clear trend of men seeking more breathable and comfortable clothing to cope with extreme heat.

### The 'Summer Fashion Dilemma' and Body Hair About 60% (62.7%) of respondents admitted to having summer clothes they want to wear but hesitate to put on. The primary reason for this hesitation was 'concern about exposed leg hair, such as shin hair' (34.1%), followed by 'concern about being watched by others' and 'sweat odors.' Trends varied by age, with men in their 30s being more concerned about leg hair, while those in their 50s focused more on social perception.

### Shifts in Business Attire 44.5% of men stated that they have started wearing shorter sleeves or shorts in business settings due to the ongoing extreme heat. In response to this casualization, 'body hair care' has emerged as a top-three priority alongside 'wearing functional innerwear' and 'choosing sweat-resistant clothing.' This trend is particularly prominent among men in their 20s.

### The Realities and Effects of Body Hair Care About half of the respondents feel that body hair increases discomfort related to sweat, humidity, and odors. Approximately 49.6% are either actively engaging in or interested in body hair care. The primary motivations for these men are 'to maintain cleanliness' and 'to manage sweat and humidity.' Significantly, 74.3% of those who have tried body hair care report feeling an improvement in the comfort of their clothes, confirming that grooming has become an effective functional approach to enduring the heat.

Conclusion This survey confirms that body hair care is being recognized not just as an aesthetic choice but as a functional approach for men to navigate modern extreme summers. For those prioritizing cleanliness and comfort, grooming has become a key enabler for enjoying a wider range of summer attire.