Cosmetics And Toiletries in Japan
Euromonitor International's Cosmetics And Toiletries in Japan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 162 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Growth despite maturity due to innovation
Strong new product development and increasingly demanding consumers drove continued growth in cosmetics and toiletries in 2007. The huge domestic giants in cosmetics and toiletries such as Shiseido, Kao and Kosé continued to invest heavily in research and development and drove growth through the launch of products designed to appeal to Japanese consumers’ changing demands. Kao’s launch of hair care range Segreta in 2007 for example targeted affluent women approaching middle-age, capitalising on the ageing population and on older women beginning to grow their hair longer.
Skin whitening and anti-ageing products drive growth
The key trends in cosmetics and toiletries in 2007 were skin whitening and anti-ageing, with these driving growth in a number of product areas such as skin care, sun care and colour cosmetics. These trends notably supported strong growth in foundation/concealer, facial care and sun protection, as Japanese consumers sought to create and preserve lighter and more youthful skin on a daily basis. Increasingly, products are multifunctional, such as Kanebo Cosmetics’ Akai Bihaku Whitening Conclusion in nourishers/anti-agers, which offers anti-ageing and whitening benefits.
Domestic giants compete at top
Cosmetics and toiletries is lead by a number of strong domestic players clearly attuned to the changing needs of consumers. Shiseido is in the lead in NBO terms, benefiting from its development of huge new megabrands from 2005-2007, such as Shiseido Maquillage in colour cosmetics. However, in the last two years of the review period Shiseido faced growing competition from Kao Corp, which acquired Kanebo Cosmetics in 2006. This catapulted Kao Corp into the lead in GBO terms and could well herald an era of stronger competition in cosmetics and toiletries during the forecast period, as Kao Corp and Kanebo Cosmetics pool their extensive research and development resources.
Consumers seek out specialists
Health and beauty retailers continued to account for the largest share of value sales in cosmetics and toiletries, with perfumeries being particularly important. Consumers appreciate the wide range of products these outlets offer, along with the expert advice offered by perfumeries. With growing interest in more sophisticated colour cosmetics, skin care and fragrances, perfumeries continued to gain value share in 2007 over the previous year.
Wide penetration constrains future growth
Most product areas in cosmetics and toiletries already have wide household penetration and frequent usage amongst Japanese consumers. It will therefore be difficult for players to expand sales during the forecast period, particularly given an expected population decline in the country. However, some product areas will succeed in adding value and enticing consumers through innovation. Skin care and sun care are expected to benefit from blurring the boundaries with each other, for example, with skin care increasingly offering UV protection and sun care offering skin care benefits such as anti-ageing and light-textured formulations designed for everyday use.
Table of contents
COSMETICS AND TOILETRIES IN JAPAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth despite maturity due to innovation
Skin whitening and anti-ageing products drive growth
Domestic giants compete at top
Consumers seek out specialists
Wide penetration constrains future growth
KEY TRENDS AND DEVELOPMENTS
Ageing population shapes growth across cosmetics and toiletries
Rising income levels encourage consumers to trade up
Players benefit from environmentally-friendly positioning
Consumers seek professional beauty help
Competitive environment
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - JAPAN
KANEBO COSMETICS INC - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Kanebo Cosmetics Inc: Key Facts
Summary 3 Kanebo Cosmetics Inc: Operational Indicators
COMPANY BACKGROUND
PRODUTION
Summary 4 Kanebo Cosmetics Inc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Kanebo Cosmetics Inc: Competitive Position 2007
KANEBO TRINITY HOLDINGS LTD - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Kanebo Trinity Holdings Ltd: Key Facts
Summary 7 Kanebo Trinity Holdings Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 8 Kanebo Trinity Holdings Ltd: Competitive Position 2007
KAO CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Kao Corp: Key Facts
Summary 10 Kao Corp: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 11 Kao Corp: Competitive Position 2007
KOSé CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Kosé Corp: Key Facts
Summary 13 Kosé Corp: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 14 Kosé Corp: Competitive Position 2007
LION CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Lion Corp: Key Facts
Summary 16 Lion Corp: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 17 Lion Corp: Competitive Position 2007
MANDOM CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Mandom Corp: Key Facts
Summary 19 Mandom Corp: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 20 Mandom Corp: Competitive Position 2007
ORBIS CO LTD - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Orbis Co Ltd: Key Facts
Summary 22 Orbis Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 23 Orbis Co Ltd: Competitive Position 2007
PIGEON CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Pigeon Corp: Key Facts
Summary 25 Pigeon Corp: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 26 Pigeon Corp: Competitive Position 2007
SHISEIDO CO LTD - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Shiseido Co Ltd: Key Facts
Summary 28 Shiseido Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUTION
Summary 29 Shiseido Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 30 Shiseido Co Ltd: Competitive Position 2007
SUNSTAR INC - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 31 Sunstar Inc: Key Facts
Summary 32 Sunstar Inc: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 33 Sunstar Inc: Competitive Position 2007
BABY CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Baby Skin Care Brand Shares by Retail Value 2004-2007
Table 22 Baby Sun Care Brand Shares by Retail Value 2004-2007
Table 23 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 29 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 30 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 31 Bath and Shower Products Premium Brand Shares 2007
Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Deodorants by Subsector: Value 2002-2007
Table 36 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 37 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 38 Deodorants Company Shares by Retail Value 2003-2007
Table 39 Deodorants Brand Shares by Retail Value 2004-2007
Table 40 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 41 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 42 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Hair Care by Subsector: Value 2002-2007
Table 44 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 45 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 46 Hair Care Company Shares by Retail Value 2003-2007
Table 47 Hair Care Brand Shares by Retail Value 2004-2007
Table 48 Styling Agents Brand Shares by Retail Value 2004-2007
Table 49 Colourants Brand Shares by Retail Value 2004-2007
Table 50 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 51 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 52 Hair Care Premium Brand Shares 2007
Table 53 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 54 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 55 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
Table 56 Retail Sales of Styling Agents by Type 2003-2007
Table 57 Retail Sales of Salon Hair Care by Subsector 2003-2007
COLOUR COSMETICS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 59 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 60 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 61 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 62 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 63 Facial Make-up Brand Shares by Retail Value 2004-2007
Table 64 Eye Make-up Brand Shares by Retail Value 2004-2007
Table 65 Lip Products Brand Shares by Retail Value 2004-2007
Table 66 Nail Products Brand Shares by Retail Value 2004-2007
Table 67 Colour Cosmetics Premium Brand Shares 2007
Table 68 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 69 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 70 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 72 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 73 Sales of Men's Razors and Blades by Type 2005-2007
Table 74 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 75 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 76 Men's Razors and Blades Brand Shares by Retail Value 2004-2007
Table 77 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 78 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
Table 79 Retail Sales of Electric Shavers 2003-2007
ORAL HYGIENE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 81 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 82 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 83 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 84 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 85 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 86 Toothpaste Brand Shares by Retail Value 2004-2007
Table 87 Mouthwash/Dental Rinses Brand Shares by Retail Value 2004-2007
Table 88 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 89 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Fragrances by Subsector: Value 2002-2007
Table 93 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 94 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 95 Fragrances Company Shares by Retail Value 2003-2007
Table 96 Fragrances Brand Shares by Retail Value 2004-2007
Table 97 Men's Premium Fragrances Brand Shares by Retail Value 2004-2007
Table 98 Women's Premium Fragrances Brand Shares by Retail Value 2004-2007
Table 99 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Skin Care by Subsector: Value 2002-2007
Table 103 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 104 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 105 Skin Care Company Shares by Retail Value 2003-2007
Table 106 Skin Care Brand Shares by Retail Value 2004-2007
Table 107 Facial Moisturisers Brand Shares by Retail Value 2004-2007
Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2004-2007
Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2004-2007
Table 110 General Purpose Body Care Brand Shares by Retail Value 2004-2007
Table 111 Skin Care Premium Brand Shares 2007
Table 112 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Depilatories by Subsector: Value 2002-2007
Table 116 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 117 Depilatories Company Shares by Retail Value 2003-2007
Table 118 Depilatories Brand Shares by Retail Value 2004-2007
Table 119 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 120 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Sales of Sun Care by Subsector: Value 2002-2007
Table 122 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 123 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 124 Sun Care Company Shares by Retail Value 2003-2007
Table 125 Sun Care Brand Shares by Retail Value 2004-2007
Table 126 Sun Care Premium Brand Shares 2007
Table 127 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 128 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 129 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012