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: 156 | Publication date: Aug 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Sales see negative growth
Overall, cosmetics and toiletries experienced a decline in sales in 2008. The decline of growth was mainly due to consumers changing their buying patterns in the worsening economy from the fourth quarter of 2008 onwards. Premium products on an average were not performing well as consumers switched to mass brands. The price discounts given out by chained retailers such as drugstores also eroded value growth.
Prevention measures drive growth
Products such as anti-aging skin care, oral hygiene and sun care saw growth in 2008 despite the economic downturn. The reason is that people are increasingly concerned about the preservation of their health and beauty in the future. Consumers are starting to understand that it is cheaper to prevent problems rather than to fix them at a later stage of life. This trend was seen for all ages and genders. With the economic slowdown, consumers are becoming more selective and sophisticated in their search for products that work and are affordable instead of blindly using premium products.
Domestic players face tougher competition from localised multinationals and new entrants
Domestic players still have a competitive edge in Japanese cosmetics and toiletries but more multinationals adapted to local demand by developing formulas suited for Japanese consumers. Also noticeable was the entry of players from other industries, with their technology developed in fields other than cosmetics. This was sometimes in of collaboration with existing cosmetics and toiletries players, although some developed their own products. Given the shrinking population of Japan, domestic manufacturers will face a fiercer competitive situation during the forecast period, with players fighting over the shrinking consumer base.
Retailers reorganising to attract target consumers
With consumer spending dropping due to the recession, retailers faced a challenge in attracting consumers. To maintain profitability, they cannot only resort to cutting prices. They therefore to identify which product areas are growing and reorganise their shelves and product portfolio accordingly. This can be in the form of creating a designated space for target consumer groups such as male consumers, with such areas being introduced by retailers such as Isetan, Plaza Style, Tokyu Hands and Loft by the end of the review period. Players are expected focus on certain target consumer groups during the forecast period such as the emerging aging consumer base.
Despite forecast overall decline, growth areas remain
Cosmetics and toiletries as a whole is likely to see a slight constant value decline over the forecast period due to the foreseen recession. However, decline will not affect all product areas. There will still be pockets of growth in products such as face masks with anti-ageing properties, liquid soap with moisturising and anti-bacterial properties. Brands with more value-added benefits or targeted at the masses are also expected to perform better than their standard counterparts.
Table of contents
COSMETICS AND TOILETRIES IN JAPAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales see negative growth
Prevention measures drive growth
Domestic players face tougher competition from localised multinationals and new entrants
Retailers reorganising to attract target consumers
Despite forecast overall decline, growth areas remain
KEY TRENDS AND DEVELOPMENTS
Domestic companies still strong but localised multinationals gain share
Movement towards authenticity for organic products
Scientific approach to skin care
Players become more sophisticated in targeting men
Aging population offers an opportunity for growth
Selective spending shifts into full swing with economic slowdown
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - JAPAN
DHC CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 DHC Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 DHC Corp: Competitive Position 2008
FANCL CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Fancl Corp: Key Facts
Summary 5 Fancl Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Fancl Corp: Competitive Position 2008
KANEBO COSMETICS INC - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Kanebo Cosmetics Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Kanebo Cosmetics Inc: Competitive Position 2008
KAO CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Kao Corp: Key Facts
Summary 10 Kao Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Kao Corp: Production Statistics
COMPETITIVE POSITIONING
Summary 12 Kao Corp: Competitive Position 2008
KOSé CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Kosé Corp: Key Facts
Summary 14 Kosé Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Kosé Corp: Competitive Position 2008
MANDOM CORP - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Mandom Corp: Key Facts
Summary 17 Mandom Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Mandom Corp: Competitive Position 2008
POLA COSMETICS INC - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Pola Cosmetics Inc: Key Facts
Summary 20 Pola Cosmetics Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Pola Cosmetics Inc: Competitive Position 2008
SHISEIDO CO LTD - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Shiseido Co Ltd: Key Facts
Summary 23 Shiseido Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Shiseido Co Ltd: Competitive Position 2008
SUNSTAR INC - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Sunstar Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 Sunstar Inc: Competitive Position 2008
UNILEVER JAPAN KK - COSMETICS AND TOILETRIES - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Unilever Japan KK: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Unilever Japan KK: Competitive Position 2008
BABY CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Care Premium Brand Shares 2005-2008
Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 31 Bath and Shower Products Premium Brand Shares 2005-2008
Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Deodorants by Subsector: Value 2003-2008
Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 38 Deodorants Company Shares by Retail Value 2004-2008
Table 39 Deodorants Brand Shares by Retail Value 2005-2008
Table 40 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 41 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 42 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Hair Care by Subsector: Value 2003-2008
Table 44 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 45 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 46 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 47 Hair Care Company Shares by Retail Value 2004-2008
Table 48 Hair Care Brand Shares by Retail Value 2005-2008
Table 49 Styling Agents Brand Shares by Retail Value 2005-2008
Table 50 Colourants Brand Shares by Retail Value 2005-2008
Table 51 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 52 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 53 Hair Care Premium Brand Shares 2005-2008
Table 54 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 55 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 56 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 58 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 59 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 60 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 61 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 62 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 63 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 64 Lip Products Brand Shares by Retail Value 2005-2008
Table 65 Nail Products Brand Shares by Retail Value 2005-2008
Table 66 Colour Cosmetics Premium Brand Shares 2005-2008
Table 67 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 68 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 69 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 71 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 72 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 73 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 74 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 75 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 76 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 77 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 79 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 80 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 81 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 83 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 84 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 85 Toothpaste Brand Shares by Retail Value 2005-2008
Table 86 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 87 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 88 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 89 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 91 Sales of Fragrances by Subsector: Value 2003-2008
Table 92 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 93 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 94 Fragrances Company Shares by Retail Value 2004-2008
Table 95 Fragrances Brand Shares by Retail Value 2005-2008
Table 96 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 99 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 100 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 101 Sales of Skin Care by Subsector: Value 2003-2008
Table 102 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 103 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 104 Skin Care Company Shares by Retail Value 2004-2008
Table 105 Skin Care Brand Shares by Retail Value 2005-2008
Table 106 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 107 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 108 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 109 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 110 Skin Care Premium Brand Shares 2005-2008
Table 111 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 112 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 113 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 114 Sales of Depilatories by Subsector: Value 2003-2008
Table 115 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 116 Depilatories Company Shares by Retail Value 2004-2008
Table 117 Depilatories Brand Shares by Retail Value 2005-2008
Table 118 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 119 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Sales of Sun Care by Subsector: Value 2003-2008
Table 121 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 122 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 123 Sun Care Company Shares by Retail Value 2004-2008
Table 124 Sun Care Brand Shares by Retail Value 2005-2008
Table 125 Sun Care Premium Brand Shares 2005-2008
Table 126 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 127 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 128 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013