Bath and Shower in Japan

PROSPECTS

Premiumisation helps maintain growth in bath and shower

Bath and shower in Japan is likely to maintain a positive performance over the forecast period in current value terms, due to the continued strong popularity of premium products. During the review period, bath and shower, especially body wash/shower gel and liquid soap, experienced the significant development of premium products, which offset declines in traditional bar soap and contributed to the growth of the overall category.

The rising presence and popularity of foam format products

It is worth noting that foam format products have been launched by various manufacturers, which attracted consumers away from liquid format products during the review period. Foam products often come in a bottle with a special pump, which lathers up the liquid inside when pushed, and thus can be applied directly, without the consumer having to lather it.

Growth in bath additives is forecast despite its maturity

Bath additives in Japan is expected to continue to grow in current value and volume terms over the forecast period, despite having reached a fair degree of maturity, thanks to manufacturers’ efforts to create demand. Bath additives is well-developed in Japan compared with Western countries, as it has traditionally played an important role in Japanese culture, resulting in one of the highest levels of per capita consumption in the world.

COMPETITIVE LANDSCAPE

Kao Corp continues to lead bath and shower

Kao Corp continued to lead bath and shower in Japan in value terms in 2018, thanks to its long-established strong presence and wide product lines. In 2018, the company benefited from the strong performance of its leading brand Bioré U, which it renewed in 2017 to improve its ingredients, as well as introducing eco-friendly refill packaging, which is easy and efficient to refill, for standard Bioré U body wash.

Cow Brand Soap Kyoshinsha maintains its second position

Cow Brand Soap Kyoshinsha remained the second strongest player in bath and shower in Japan in value terms in 2018, supported by the company’s long history and a strong presence, especially in bar soap. During the review period, to celebrate the 20th anniversary of Milky, one of its leading body wash brands, the company renewed the packaging to further attract consumers to its fragrances, on which the brand focused.

Innovations in bath additives to maintain growth

As a growing number of people have busy lifestyles and take showers to save time, Kao Corp introduced “short-time bathing”, a new concept of taking a bath for a short time. It renewed its existing brands and improved the ingredients to form a “heat retention veil”, so that consumers can feel long-lasting warmth by taking a bath even for a short time.

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