Bath and Shower in Japan

2020 IMPACT

Increased hygiene-awareness leads to surge in demand for liquid hand soap and hand sanitisers

Hygiene-awareness was already on the rise amongst Japanese consumers as a result of the long flu season that lasted from 2019 into 2020 before it was further bolstered by concerns about infection with the SARS-CoV-2 virus that causes COVID-19. As a result, the Japanese market witnessed a strong rise in demand for liquid hand soap and alcohol-based hand sanitisers, which served to drive overall growth in the bath and shower category in 2020.

Consumers look for at-home leisure experiences

As consumers refrained from leaving their homes during the COVID-19 crisis and sought ways to pass the time and relieve the stress of the situation, there was a rise in demand for products such as scented bath additives. Bathclin’s Nihon no Meitou (Japan's Famous Hot Springs) series, which aims to provide the feeling of hot springs around Japan, and the Aroma Sparkling Collection series, which seeks to offer the scent of natural heritage sites in Japan such as Ogasawara, Shiretoko, and Yakushima, saw particularly notable increases in popularity during the pandemic.

Kao retains lead

Kao Corp retained a strong lead in bath and shower in 2020 thanks to its long-standing presence in the market and its regular investment in new and innovative products and marketing campaigns. Prior to the outbreak of COVID-19, Kao Corp launched a new line of body wash/shower gel under its Bioré U brand called Bioré U The Body with its main product being a foam type format.

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