Bath and Shower in Japan

PRE-COVID-19 PERFORMANCE

Foam-type products and larger pack sizes in focus in 2019

Foam-type products continued to attract consumers in 2019, with these being perceived as more convenient to use while also having a more luxurious feel. 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.

Sleep-deprived consumers turn to bath additives for solutions

According to Euromonitor’s beauty survey for Japan, almost half of all respondents take a fully immersed daily bath. In Japan, taking a fully immersed bath is considered to relieve fatigue and enhance good sleep.

Kao continues to innovate as it extends its lead in 2019

Kao Corp retained a strong lead in bath and shower in 2019 thanks to its long-standing presence in the market and its regular investment in new and innovative products and marketing campaigns. In August 2019, 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.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to grow by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

Alongside government advice to wash hands frequently there have also been videos appearing online from celebrities promoting handwashing. This has been driving strong growth in liquid and bar soap, especially products with antibacterial claims.

Recovery and opportunities

The focus on preventative health should continue to influence sales of bath and shower over the forecast period with COVID-19 and a long flu season the year before encouraging consumers to pay closer attention to their hygiene habits. This will likely also play a role in new product development with manufacturers likely to focus on the antibacterial properties of their products.

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