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Beauty and Personal Care in Japan- Product Image
Beauty and Personal Care in Japan- Product Image
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Beauty and Personal Care in Japan

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    Report

  • 136 Pages
  • April 2024
  • Region: Japan
  • Euromonitor International
  • ID: 2315999
Description Jump to:
Beauty and personal care continued to show a current value rebound after the pandemic decline in Japan in 2023. In 2023, Japan finally relaxed various restrictions related to COVID-19. First, the status of COVID-19 as an infectious disease, which was previously level 2, under which the government made various demands on consumers, was moved to level 5, equivalent to influenza, from May 2023.

The 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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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.

Table of Contents

BEAUTY AND PERSONAL CARE IN JAPAN
EXECUTIVE SUMMARY
  • Beauty and personal care in 2023: The big picture
  • 2023 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 2018-2023
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • End of pandemic is a headwind to growth for mass bath and shower
  • Mass colour cosmetics flourishes amidst rising living costs, while mass fragrances faces competition
  • Private label beauty lines are emerging from mass retailers
PROSPECTS AND OPPORTUNITIES
  • Mass beauty and personal care to maintain growth moving forward
  • Mass retailers will attract customers by developing private label lines with added value
  • Consumers will continue to find multipurpose products cost-effective
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Premium adult sun care and fragrances drive growth in premium beauty and personal care
  • Luxury brands strengthen fragrances as a gateway to their brand
  • Rebound of premium colour cosmetics and the rise of luxury brands
PROSPECTS AND OPPORTUNITIES
  • Premium beauty and personal care expected to see continuous growth
  • Premium sun protection and fragrances likely to see increases in the consumer base and unit prices
  • Opportunities in meeting the need for premium gift sets
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Greater mobility and increased demand for sun care drive growth
  • Growth in premiumisation, and the entry of premium brands
  • K-Beauty emerges in baby and child-specific products
PROSPECTS AND OPPORTUNITIES
  • While declining birth rate will negatively impact sales in the long term, skin care and sun care set to grow over the forecast period
  • Involving parents in promotions
  • Cultivating brand loyalty through special care for postpartum women
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Although value sales remain higher than pre-pandemic, normalisation of society leads to decline
  • Bath additives records decline due to climate and inflation, but value-added products increase
  • Bar soap and body wash/shower gel show stable demand
PROSPECTS AND OPPORTUNITIES
  • While minimal value growth is expected, bath additives and body wash/shower gel set to see good performances
  • Products with hair care and skin care values will attract consumers
  • Experiential events are key to improving brand image and driving brand switching
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2018-2023
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Colour cosmetics grows on the back of the pandemic, but prices are polarising
  • Breakthrough of premium brands due to increasing presence of luxury fashion brands, despite price rises
  • Rise of mass brands and private label lines from mass retailers
PROSPECTS AND OPPORTUNITIES
  • Colour cosmetics not set to recover in the forecast period; challenges include creating luxury value propositions and attracting men
  • Share erosion of mid-priced brands expected to continue due to price polarisation
  • Demand for colour cosmetics with skin care benefits expected to continue to rise
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
  • Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
  • Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
DEODORANTS IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Competition becomes fierce as sales continue to rebound
  • Leveraging collaborations to boost brand awareness
  • The concept of femcare appears in deodorants
PROSPECTS AND OPPORTUNITIES
  • More time spent outside the home and global warming will contribute to solid growth
  • Products that protect against sweat and odours will be able to differentiate from fragrance products
  • Products with concepts of hair care and skin care will attract attention
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2018-2023
  • Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
  • Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
  • Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
  • Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • While social activities normalise, fiercer competition continues to be a headwind
  • Safety and moisturisation are key in product selection, just like in skin care
  • Disposable products going green
PROSPECTS AND OPPORTUNITIES
  • Women’s razors and blades set to see slight growth in depilatories
  • Desire to take care of pubic hair will generate demand
  • Availability of razors and blades for specific body parts will increase
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2018-2023
  • Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
  • Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
  • Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
  • Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Increasing number of new users and the popularity of premium products drive growth
  • Luxury brands strengthen fragrances as a gateway to their brands
  • Consumers enjoy scents at home, but not just fragrances
PROSPECTS AND OPPORTUNITIES
  • Fragrances set to keep growing, with more room for new consumers, and the popularity of premium products
  • Subscription services expected to expand
  • Salon de Parfum by Isetan Mitsukoshi regarded as the most influential fragrance event
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2018-2023
  • Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
  • Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
  • Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
  • Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Hair care increases steadily, thanks to the self-care trend and premiumisation
  • New emerging brands and private label on the rise
  • Benefit of scent in hair care products
PROSPECTS AND OPPORTUNITIES
  • Growth in hair care set to be slow, but the category will continue to see solid demand
  • Skinification to continue
  • Potential for hair care gift sets
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2018-2023
  • Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
  • Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
  • Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
  • Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
  • Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Growth continues in men’s grooming, with new consumers in skin care and fragrances
  • Men’s skin care is attracting interest amongst all generations
  • Men’s fragrances from luxury brands and fashion brands attract new consumers
PROSPECTS AND OPPORTUNITIES
  • Rising awareness of beauty and the genderless concept will support growth in the consumer base
  • Retailers could attract new consumers to men’s grooming
  • Men’s colour cosmetics has significant potential for growth
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2018-2023
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2019-2023
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Functionality continues to support growth
  • Decline for mouthwashes/dental rinses
  • Oral care while sleeping
PROSPECTS AND OPPORTUNITIES
  • High functionality and generating new young users will be important for growth
  • While periodontal disease remains the main concern, demand for bad breath care and teeth whitening will also rise
  • A subtle change in the competition in electric toothbrushes
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2018-2023
  • Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
  • Table 102 Sales of Toothbrushes by Category: Value 2018-2023
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
  • Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
  • Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
  • Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Skin care increases due to the strong performance of long-selling brands, and as coloured lip care grows significantly due to unmasking
  • Dermocosmetics skin care continues to grow, while the competition intensifies due to fragmented demands
  • Ingredient-focused trend takes hold, pursuing both safety and efficacy, and products based on K-beauty treatment concepts emerge
PROSPECTS AND OPPORTUNITIES
  • Domestic demand and increasing unit prices as value growth drivers; facial cleansers, face masks and anti-agers in the spotlight
  • Medical approach-inspired product developments and branding will win over consumers
  • Potential for skin care products which contain natural ingredients from beverage and food production processes
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2018-2023
  • Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
  • Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
  • Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
  • Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
  • Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN JAPANKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Dynamic growth due to more time spent outside, and the long, hot summer
  • A new waterproof standard is established
  • Products with colour cosmetics function attract attention
PROSPECTS AND OPPORTUNITIES
  • Sun protection will continue to grow, with room for expansion amongst men
  • Sun protection products with high skin care functionality will continue to see demand
  • Social media drives user reviews, but a need to establish an objective effect measurement
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2018-2023
  • Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
  • Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
  • Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
  • Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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