In Japan, most consumers bathe and wash their hands on a daily basis, and therefore the penetration rate of bath and shower in the country is fairly high. However, by increasing the unit price, the category can increase value sales growth over the forecast period.
Bath additives enjoyed greater demand during the pandemic as local consumers spent prolonged time at home. However, changes to lifestyles have left them highly stressed and fatigued, and bath additives which provide self-care and relaxation by simply incorporating them into daily bathing routines are expected to help maintain higher demand levels over the forecast period when compared to 2019.
Bath and shower products, which are used by a significant proportion of the Japanese population, and have a large impact on the environment, have traditionally been developed from a sustainability perspective by reducing plastic containers and promoting the use of refills. Recently, in addition to plastic reduction efforts by different players, a resource-recycling model has emerged, either on a company-by-company basis or through collaborations and partnerships with local communities.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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