Beauty and Personal Care in Japan - Research and Markets

Description Table of
Contents

The COVID-19 crisis led to a consumer shift from premium beauty and personal care products to mass products for daily use. This resulted in part from restrictions on the operations of department stores and beauty specialist retailers, including store closures, as part of measures aimed at limiting the spread of the pandemic. These key distribution channels for premium products were subject to relatively strict restrictions as they were deemed non-essential.

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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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.

Note: Product cover images may vary from those shown

BEAUTY AND PERSONAL CARE IN JAPAN

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENTGLOBAL INDUSTRY ENVIRONMENTDISCLAIMER

SOURCES

Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN JAPAN

KEY DATA FINDINGS

2020 IMPACT

Mass segment benefits from distribution through essential channels
Hygiene-consciousness and stress relief support demand
Kao Corp focuses on “small mass” market

RECOVERY AND OPPORTUNITIES

Demand expected to remain relatively stable
Further development of the “petit price” concept
Awareness of plastic waste important in a segment characterised by products for daily use

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

PREMIUM BEAUTY AND PERSONAL CARE IN JAPANKEY DATA FINDINGS

2020 IMPACT

COVID-19 crisis hits premium segment hard
Partnerships open up innovation possibilities
Leading players’ brands vulnerable to decline in inbound tourism

RECOVERY AND OPPORTUNITIES

Significant obstacles to recovery
Further digitalisation
SDGs becoming part of branding

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

BABY AND CHILD-SPECIFIC PRODUCTS IN JAPANKEY DATA FINDINGS

2020 IMPACT

Sun care hit by changed lifestyles, but demand for skin care remains strong
Parents look for at-home solutions and preventative measures as they seek to avoid hospitals
Pigeon Corp consolidates leading position

RECOVERY AND OPPORTUNITIES

Opportunities despite decline in birth rates
Potential for development of sales amongst Chinese consumers
Growing demand for natural ingredients and cross-generational products

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

BATH AND SHOWER IN JAPANKEY DATA FINDINGS

2020 IMPACT

Increased hygiene-awareness leads to surge in demand for liquid hand soap and hand sanitisers
Consumers look for at-home leisure experiences
Kao retains lead

RECOVERY AND OPPORTUNITIES

Dip in performance of liquid hand soaps expected after surge in demand during pandemic
Hand sanitisers have potential to target demand for on-the-go hygiene
Potential for further development of in-bath products despite challenging economic conditions

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

COLOUR COSMETICS IN JAPANKEY DATA FINDINGS

2020 IMPACT

Colour cosmetics hit by wide range of COVID-19 related factors
Growing focus on eye make-up as a result of regular use of face masks
Colour cosmetics brands adapt to dramatic shift to digital channels

RECOVERY AND OPPORTUNITIES

Slow recovery of inbound tourism, but foreign brands gaining a presence
Colour cosmetics brands need to adapt to regular wearing of face masks
Experiences of COVID-19 set to support continued digital development

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

DEODORANTS IN JAPANKEY DATA FINDINGS

2020 IMPACT

Changes in lifestyle undermine demand for deodorants
Awareness of other causes of body odour creates demand beyond summer
Nivea-Kao remains the largest player in a contracting category

RECOVERY AND OPPORTUNITIES

Return to more normal lifestyles to provide a boost to demand, but changes in working practices may pose an enduring threat
Challenging economic environment and growing competition
Potential for higher-value products remains

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

DEPILATORIES IN JAPANKEY DATA FINDINGS

2020 IMPACT

Reduction in social contact undermines demand, though hair removers/bleaches benefits from closure of salons
Changing attitudes to gender norms
Major players exploring subscription services

RECOVERY AND OPPORTUNITIES

Changing work practices and demographic developments present significant challenges
Changing attitudes to hair removal pose a threat
Growing influence of environmental awareness leading to move away from plastic

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

FRAGRANCES IN JAPANKEY DATA FINDINGS

2020 IMPACT

COVID-19 crisis halts fragrances’ positive progress
Black tea scents prove popular in 2020
Chanel gains the lead

RECOVERY AND OPPORTUNITIES

Positive outlook, though not without obstacles
Potential for further development of subscription services
Environmental concerns to exert a growing influence

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

HAIR CARE IN JAPANKEY DATA FINDINGS

2020 IMPACT

Hair care proves relatively robust during the COVID-19 crisis
Emergence of hair care products providing supplementary ingredients
Kao Corp remains the largest player

RECOVERY AND OPPORTUNITIES

Personalisation trend has potential for further development
Opportunities for development of scalp products amongst women and younger consumers
Eco-focused products set to gain in popularity

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

MEN’S GROOMING IN JAPANKEY DATA FINDINGS

2020 IMPACT

Crisis has varying impact across categories
Mass channels remain key
Mandom Corp retains lead but faces growing competition

RECOVERY AND OPPORTUNITIES

D2C brands gaining in popularity
Ongoing expansion and diversification of the men’s grooming offer
Male consumers’ willingness to use products aimed at women poses a threat

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

ORAL CARE IN JAPANKEY DATA FINDINGS

2020 IMPACT

Essential status supports demand, but lifestyle changes have an impact
Older consumers becoming more conscious of oral care
Manufacturer innovation addresses breath odour and personalisation

RECOVERY AND OPPORTUNITIES

Growing emphasis on prevention of particular oral health problems
Return of social activity to support demand for products with an aesthetic positioning
Potential for children’s products that facilitate the development of oral care routines

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

SKIN CARE IN JAPANKEY DATA FINDINGS

2020 IMPACT

Demand remains resilient but premium segment hit by fall in inbound tourism and restrictions on store operations
Consumer practices during COVID-19 crisis lead to skin problems
Ongoing fragmentation and cultural sensitivity

RECOVERY AND OPPORTUNITIES

Slow return of inbound tourism a constraint on premium skin care’s recovery
Potential for further development of dermocosmetics
Ongoing digitalisation

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

SUN CARE IN JAPANKEY DATA FINDINGS

2020 IMPACT

COVID-19 crisis reinforces manufacturers’ motivation to look beyond UV protection
New products focus on comfort
Decline in number of Chinese visitors hits major brands

RECOVERY AND OPPORTUNITIES

Inbound tourism to play key role in driving demand for high-value sun care products
Growing role for products providing skin care effects
Rising environmental awareness to influence packaging

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

Note: Product cover images may vary from those shown

RELATED TAGS

RELATED PRODUCTS

Super Premium Beauty and Personal Care in Japan

World Market for Beauty and Personal Care

Japan Beauty and Personal Care Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Asia-Pacific Beauty and Personal Care Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Online Beauty and Personal Care Products Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027