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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Japan

117 pages, May 2018

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Continued growth supported by tourists and stable domestic demand

Growth was seen in beauty and personal care in 2017 with continued demand from inbound tourists and stable domestic demand. The Japan National Tourism Organization reported that 29 million people visited Japan in 2017, the highest number in history, with records having been beaten for five consecutive years.

Success continues to be seen in products with added value or unique positioning

Products which received high appraisal in 2017 were those which had additional functions or a unique positioning. Moisturising is the most commonly added function seen throughout many products, such as sun care, bath and shower, hair care, and skin care.

Domestic players continue to lead beauty and personal care

Domestic players remain strong in Japanese beauty and personal care. The top three companies are Kao Corp, Shiseido Co Ltd and Kosé Corp.

Innovative anti-ageing skin care products put a focus on efficacy

In January 2017, after 15 years of research, Pola Cosmetics Inc launched a new anti-ager serum, Wrinkle Shot. It is the first product to officially qualify as a quasi-drug per the Ministry of Health, Labour and Welfare, as it claims efficacy in wrinkle reduction with the company’s originally-developed NIE-L1.

Positive growth forecast from continuation of existing trends

Key factors which will support the growth of beauty and personal care in Japan, such as inbound tourists, stable domestic demand, innovative and value-added products introduced by manufacturers, and a healthy and active older generation, are not expected to change. Continued positive growth is expected to be seen over the forecast period.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Japan for free:

The Beauty and Personal Care in Japan market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Beauty and Personal Care in Japan?
What are the major brands in Japan?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

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Beauty and Personal Care in Japan

EXECUTIVE SUMMARY

Continued growth supported by tourists and stable domestic demand

Success continues to be seen in products with added value or unique positioning

Domestic players continue to lead beauty and personal care

Innovative anti-ageing skin care products put a focus on efficacy

Positive growth forecast from continuation of existing trends

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Japan

HEADLINES

PROSPECTS

Continued birth rate drop leads to inevitable shrinking of baby and child-specific products

Sun care shows the strongest growth

COMPETITIVE LANDSCAPE

Pigeon Corp maintains its strong share

Kao Corp’s Merries introduces a skin care and toiletries line

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Japan

HEADLINES

PROSPECTS

Growing focus on in-bath skin moisturising

Foam-type body wash and liquid soap shows a gradual increase

Bath additives continues to add value leading to unit price increase

COMPETITIVE LANDSCAPE

Kao Corp continues to lead bath and shower

Lion Corp shows the strongest value share growth

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Japan

HEADLINES

PROSPECTS

Ageing society demands different strategy by generation

Instagram has increasingly more influence on young consumers

COMPETITIVE LANDSCAPE

Shiseido Co Ltd continues to lead Japanese colour cosmetics

Kosé Corp increases its share by offering a wide colour variety

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 35 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 36 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 38 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022

Deodorants in Japan

HEADLINES

PROSPECTS

Growth supported by rising awareness of sumehara

Premium products stop unit price from dropping

Different deodorant types for different occasions

COMPETITIVE LANDSCAPE

Nivea-Kao Co Ltd continues to lead deodorants

Long-established players show the strongest growth

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2012-2017
Table 43 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 45 NBO Company Shares of Deodorants: % Value 2013-2017
Table 46 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 47 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 48 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 49 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Japan

HEADLINES

PROSPECTS

Volume sales fall due to population decline

Demand for professional hair removal services and electric appliances continues

Unit price increase and product variety are key for growth in women’s razors and blades

COMPETITIVE LANDSCAPE

Schick Japan Co Ltd continues to lead depilatories

Procter & Gamble sees strong growth with innovative products

CATEGORY DATA

Table 50 Sales of Depilatories by Category: Value 2012-2017
Table 51 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 52 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 53 NBO Company Shares of Depilatories: % Value 2013-2017
Table 54 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 55 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 56 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Japan

HEADLINES

PROSPECTS

Department store sales thrive

Competition with fragrance alternatives

“Odourless” becomes a threat to growth

COMPETITIVE LANDSCAPE

Chanel SA continues to lead fragrances in 2017

Fits Corp KK remains strong in mass fragrances

CATEGORY DATA

Table 57 Sales of Fragrances by Category: Value 2012-2017
Table 58 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 59 NBO Company Shares of Fragrances: % Value 2013-2017
Table 60 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 61 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 62 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 63 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 64 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Japan

HEADLINES

PROSPECTS

Botanical concept matures in shampoos and conditioners

Mass products use higher unit price for a more premium feel

COMPETITIVE LANDSCAPE

Kao Corp continues to lead hair care

Procter & Gamble struggles to maintain presence

CATEGORY DATA

Table 65 Sales of Hair Care by Category: Value 2012-2017
Table 66 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 67 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 68 NBO Company Shares of Hair Care: % Value 2013-2017
Table 69 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 70 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 71 LBN Brand Shares of Colourants: % Value 2014-2017
Table 72 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 73 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 74 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 75 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 76 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 77 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Japan

HEADLINES

PROSPECTS

Drugstores remains the key channel

Mid-priced products suffer because of price polarisation

COMPETITIVE LANDSCAPE

Kao Corp continues to lead

Popularity of SNS creates opportunity for small brands

CATEGORY DATA

Table 78 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 79 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 80 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 81 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 82 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 83 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Japan

HEADLINES

PROSPECTS

Men’s bath and shower shows strong growth

Rising awareness of men’s skin care

Multifunctional products gain popularity to save time

COMPETITIVE LANDSCAPE

Mandom Corp continues to lead men's grooming in 2017

New players create fragmentation

CATEGORY DATA

Table 84 Sales of Men’s Grooming by Category: Value 2012-2017
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 88 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 89 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 91 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Japan

HEADLINES

PROSPECTS

Factors enhancing toothpaste’s development

The need for fresh breath rises among young customers

COMPETITIVE LANDSCAPE

Lion Corp continues to lead

Domestic players challenged by new legislation

CATEGORY DATA

Table 93 Sales of Oral Care by Category: Value 2012-2017
Table 94 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 95 Sales of Toothbrushes by Category: Value 2012-2017
Table 96 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 98 NBO Company Shares of Oral Care: % Value 2013-2017
Table 99 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 100 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 101 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 102 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 104 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 105 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Japan

HEADLINES

PROSPECTS

Strong focus on anti-ageing and skin care

Tourists and department store sales support growth

Continuing growth of the female workforce

COMPETITIVE LANDSCAPE

Shiseido Co Ltd remains strong

Pola’s growth most significant

Noticeable growth in imported products

CATEGORY DATA

Table 106 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 107 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 108 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 109 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 110 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 111 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Japan

HEADLINES

PROSPECTS

Wrinkle reduction brings tremendous success for anti-agers

Powerful demand from tourists supports skin care growth

Diversified unit price performance

COMPETITIVE LANDSCAPE

Domestic players continue to dominate

Shiseido Co Ltd maintains the leading position

Pola Cosmetics rapidly gains share in skin care

CATEGORY DATA

Table 112 Sales of Skin Care by Category: Value 2012-2017
Table 113 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 114 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 115 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 116 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 117 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 119 NBO Company Shares of Skin Care: % Value 2013-2017
Table 120 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 121 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 122 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 123 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 124 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 125 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 126 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 127 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Japan

HEADLINES

PROSPECTS

Sun protection continues to dominate sun care in 2017

UV care associated with anti-ageing

Products with natural ingredients gain attention

COMPETITIVE LANDSCAPE

Shiseido Co Ltd continues to lead sun protection

Kao Corp gradually increases its share with new brand launches

Manufacturers offer multifunctional sun care products for longer, everyday use

CATEGORY DATA

Table 128 Sales of Sun Care by Category: Value 2012-2017
Table 129 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 130 NBO Company Shares of Sun Care: % Value 2013-2017
Table 131 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 132 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 133 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 134 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

Continued growth supported by tourists and stable domestic demand

Success continues to be seen in products with added value or unique positioning

Domestic players continue to lead beauty and personal care

Innovative anti-ageing skin care products put a focus on efficacy

Positive growth forecast from continuation of existing trends

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Beauty and Personal Care in Japan

EXECUTIVE SUMMARY

Continued growth supported by tourists and stable domestic demand

Success continues to be seen in products with added value or unique positioning

Domestic players continue to lead beauty and personal care

Innovative anti-ageing skin care products put a focus on efficacy

Positive growth forecast from continuation of existing trends

MARKET DATA

SOURCES

Baby and Child-Specific Products in Japan

HEADLINES

PROSPECTS

Continued birth rate drop leads to inevitable shrinking of baby and child-specific products

Sun care shows the strongest growth

COMPETITIVE LANDSCAPE

Pigeon Corp maintains its strong share

Kao Corp’s Merries introduces a skin care and toiletries line

CATEGORY DATA

Bath and Shower in Japan

HEADLINES

PROSPECTS

Growing focus on in-bath skin moisturising

Foam-type body wash and liquid soap shows a gradual increase

Bath additives continues to add value leading to unit price increase

COMPETITIVE LANDSCAPE

Kao Corp continues to lead bath and shower

Lion Corp shows the strongest value share growth

CATEGORY DATA

Colour Cosmetics in Japan

HEADLINES

PROSPECTS

Ageing society demands different strategy by generation

Instagram has increasingly more influence on young consumers

COMPETITIVE LANDSCAPE

Shiseido Co Ltd continues to lead Japanese colour cosmetics

Kosé Corp increases its share by offering a wide colour variety

CATEGORY DATA

Deodorants in Japan

HEADLINES

PROSPECTS

Growth supported by rising awareness of sumehara

Premium products stop unit price from dropping

Different deodorant types for different occasions

COMPETITIVE LANDSCAPE

Nivea-Kao Co Ltd continues to lead deodorants

Long-established players show the strongest growth

CATEGORY DATA

Depilatories in Japan

HEADLINES

PROSPECTS

Volume sales fall due to population decline

Demand for professional hair removal services and electric appliances continues

Unit price increase and product variety are key for growth in women’s razors and blades

COMPETITIVE LANDSCAPE

Schick Japan Co Ltd continues to lead depilatories

Procter & Gamble sees strong growth with innovative products

CATEGORY DATA

Fragrances in Japan

HEADLINES

PROSPECTS

Department store sales thrive

Competition with fragrance alternatives

“Odourless” becomes a threat to growth