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Report

Beauty and Personal Care in Japan

Market Direction I 2023-05-19 I 134 Pages I Euromonitor

Discounted by 10% to 2024-05-31

The emergence of the pandemic in 2020 resulted in a surge in demand for hand sanitisers and liquid soap in Japan, while many other beauty and personal care products contracted. In 2021, the local market continued to face a loss of inbound demand and weak sales for sun care and colour cosmetics, as emergency declarations and quasi-state of emergency measures were announced for most of the year, while demand for skin care, which is a strong daily habit, remained relatively stable. In 2022, life ha...

Euromonitor International's Beauty and Personal Care in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Beauty and Personal Care in Japan
Euromonitor International
May 2023

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN JAPAN
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fluctuating performances across mass beauty and personal care in 2022
Further development of private label in the mass segment
Rising cost of living encourages consumers to search for affordable but effective products
PROSPECTS AND OPPORTUNITIES
Mass segment may benefit from cost pressures and increase of inbound arrivals visiting pharmacies
Mass brands may lose consumers to overseas travel and further price hikes
Thailand set to become next major trend for colour cosmetics in Japan
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong growth for premium beauty and personal care in 2022 as local society starts to reopen
Easing of restrictions attracts both domestic consumer and inbound arrivals, benefiting premium segment
Department stores review services to push sales of premium products
PROSPECTS AND OPPORTUNITIES
Premium brands must consider emerging consumers to drive future growth
Premium brands to focus marketing on specific benefits to justify price rises
Local premium brands look to increase recognition among wealthy overseas tourists
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater segmentation within category to focus on young children rather than babies
Local player Natural Science conducts research to reassure parents when applying skin care to babies
Development of skin care for both recovering mothers and babies
PROSPECTS AND OPPORTUNITIES
Increasing focus on mild formulations for baby and child-specific toiletries
Gift sets for new mothers and babies offer higher specific value
Baby and child-specific sun care offers further growth and development potential
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Overall demand for hand sanitisers and liquid soap remain above pre-pandemic levels due to habit persistence
Bath additives continues to appeal due to relaxation trend
Mild foaming products add value to body wash/shower gel
PROSPECTS AND OPPORTUNITIES
Bath and shower offering multifunctionality can add value to mature category
Bath additives offers further development potential through personalisation
Bath and shower players to focus on recycling efforts to address environmental concerns
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rebound for colour cosmetics as consumers spend greater time outside of the home
Greater preference for brighter colours of eye make-up to match other trends
Demand for durable cosmetics due to wearing of face masks in 2022
PROSPECTS AND OPPORTUNITIES
Despite removal of face masks in early 2023, colour cosmetics is set to struggle to fully recover in short term
Personalisation driven by technology set to gain greater traction within colour cosmetics
Natural facial make-up concept to gain in popularity as use of face masks declines
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Improving demand for convenient deodorant formats due to greater time spent on the go
Consumers increasingly demand effective but safe deodorants
Fragrance increasingly features in new deodorant launches
PROSPECTS AND OPPORTUNITIES
Summer temperatures and time outside of the home should spur demand for deodorants in the coming years
Diagnostic services to address concerns over odour issues
Expansion of products offering deodorising properties offers competition to category
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Volume decline slows in 2022 due to greater time outside of the home and increasing inflation reducing expensive salon visits
New launches to address demand for hair removal for intimate areas
Players look to expand beyond traditional categories
PROSPECTS AND OPPORTUNITIES
Greater mobility and return to busy lifestyles may encourage consumers to choose electronic methods of hair removal or visit beauty salons
Environmental concerns encourage brands to use sustainable materials
Brand education from younger age can help foster loyalty among future consumers
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Premium segment continues to drive rebound of fragrances in 2022
Emerging concepts and stores as local consumers search for novelty
Salon de Parfum event proves successful for department store Isetan Mitsukoshi
PROSPECTS AND OPPORTUNITIES
Fragrances to be increasingly perceived as part of self-care routines
Personalisation trend set to gain greater momentum over forecast period
Scently offers unique analysis of consumer preferences
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Improving demand for hair care due to greater mobility outside of the home
Increasing focus on hair and scalp health in 2022
Hair care brands further develop colour support and products with specific value
PROSPECTS AND OPPORTUNITIES
Saturated category pushes players to identify new ways to drive value sales
CBD increasingly explored as hair care ingredient
Personalisation to be increasingly explored within hair care
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Improving demand due to greater mobility outside of the home
Opposing trends: Gender-focused and genderless concept
Brands increasingly target Generation Z in Japan
PROSPECTS AND OPPORTUNITIES
Greater focus on developing comfortable customer experience to expand target audience and drive future sales
Education key to capturing future consumers
Kai Corp looks to expand concept of men�s grooming with collaborations to focus on lifestyles and experiences
CATEGORY DATA
Table 91 Sales of Men�s Grooming by Category: Value 2017-2022
Table 92 Sales of Men�s Grooming by Category: % Value Growth 2017-2022
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 95 NBO Company Shares of Men�s Grooming: % Value 2018-2022
Table 96 LBN Brand Shares of Men�s Grooming: % Value 2019-2022
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 98 Forecast Sales of Men�s Grooming by Category: Value 2022-2027
Table 99 Forecast Sales of Men�s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Mouthwashes/dental rinses continues to benefit from enhanced oral care routines
Younger generations look to affordable whitening products driven by focus on self-image
Increasing health consciousness drives demand for more sophisticated toothbrushes
PROSPECTS AND OPPORTUNITIES
Players to encourage more enhanced oral care routines to support overall health
Mouthwashes/dental rinses offers further growth and development potential
Focusing on attracting younger consumers with beauty positioning within oral care
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2017-2022
Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 102 Sales of Toothbrushes by Category: Value 2017-2022
Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater focus on skin sensitivity and cleansing properties
Greater education among local consumers encourages brands to explore ingredients with specific claims
Convenience stores aim to intensify competition in mass segment of skin care
PROSPECTS AND OPPORTUNITIES
Facial care to continue driving skin care, while brands of body care must further invest in marketing to expand consumer reach
Despite wealth of ingredients, skin care continues to push boundaries
Personalised skin care using technology set to gain momentum over forecast period
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2017-2022
Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sun protection benefits from greater mobility and rising awareness of potential harm of exposure to UV rays
Elements of colour cosmetics emerge in sun care
Skin care elements increasingly considered as part of sun protection
PROSPECTS AND OPPORTUNITIES
Trend for using additional sun protection in Japan
Male-targeted or unisex sun protection to be increasingly explored
Eco-friendly claims set to increasingly penetrate Japanese sun care
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

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