Beauty and Personal Care in Japan

Beauty and Personal Care in Japan

EXECUTIVE SUMMARY

Inbound tourists continue to support growth in beauty and personal care

Digital technology emerges in beauty and personal care

Fragmentation accelerates as non-beauty companies and start-ups enter the market

Active ingredients focusing on efficacy continue to be introduced

Tourism and untapped territory are key for maintaining growth

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Japan

HEADLINES

PROSPECTS

The declining birth rate hampers growth in baby and child-specific products

Sun care sees the strongest growth

Time-saving leads to demand for products ideal for both adults and children

COMPETITIVE LANDSCAPE

Pigeon Corp continues to lead baby and child-specific products

Johnson & Johnson maintains its strong presence

Johnson’s Baby Oil is also popular amongst adults

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Japan

HEADLINES

PROSPECTS

Premiumisation helps maintain growth in bath and shower

The rising presence and popularity of foam format products

Growth in bath additives is forecast despite its maturity

COMPETITIVE LANDSCAPE

Kao Corp continues to lead bath and shower

Cow Brand Soap Kyoshinsha maintains its second position

Innovations in bath additives to maintain growth

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2013-2018
Table 23 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 25 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 26 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 28 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Japan

HEADLINES

PROSPECTS

The concept of men’s cosmetics emerges

New launches of men’s colour cosmetics

Social media remains an important platform to maintain a brand presence

COMPETITIVE LANDSCAPE

Shiseido continues to lead colour cosmetics

Targeting the younger generation

Chanel’s CHANEL MATSURI evokes Japanese authenticity

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 36 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 37 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 38 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Depilatories in Japan

HEADLINES

PROSPECTS

Decline is seen despite premiumisation

Professional hair removal services and electric appliances are threats to growth

Women’s razors and blades is expected to see the strongest volume decline

COMPETITIVE LANDSCAPE

Schick Japan continues to lead depilatories

Innovation is critical for growth

Kai Corp poses a strong challenge

CATEGORY DATA

Table 42 Sales of Depilatories by Category: Value 2013-2018
Table 43 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 44 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 45 NBO Company Shares of Depilatories: % Value 2014-2018
Table 46 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 47 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 48 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Japan

HEADLINES

PROSPECTS

Signs of growth in fragrances

Competition from other categories

Sumehara is a threat to growth

COMPETITIVE LANDSCAPE

International brands continue to lead fragrances

Chanel holds second place

Fits Corp remains strong in mass fragrances

CATEGORY DATA

Table 49 Sales of Fragrances by Category: Value 2013-2018
Table 50 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Fragrances: % Value 2014-2018
Table 52 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 53 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 54 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 55 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 56 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Mass Beauty and Personal Care in Japan

HEADLINES

PROSPECTS

The shift of products and marketing from “mass” to “small-mass”

Proponents of “small-mass”

Drugstores/parapharmacies remains the key distribution channel

COMPETITIVE LANDSCAPE

Kao Corp continues to lead mass beauty and personal care

High fragmentation due to the popularity of social networks

Major manufacturers face the competition

CATEGORY DATA

Table 57 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 58 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 59 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 60 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 61 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 62 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Japan

HEADLINES

PROSPECTS

Men’s bath and shower and deodorants register the strongest performances

Manufacturers launch new products

Rising awareness of men’s skin care

COMPETITIVE LANDSCAPE

Mandom Corp maintains its leading position

New players create fragmentation

Launches in men’s skin care

CATEGORY DATA

Table 63 Sales of Men’s Grooming by Category: Value 2013-2018
Table 64 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 65 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 66 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 67 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 68 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 69 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 70 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 71 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Japan

HEADLINES

PROSPECTS

Products with high unit prices attract attention

Fragrances shows strong growth

Beauty sections expand in department stores

COMPETITIVE LANDSCAPE

Shiseido leads premium beauty and personal care

The importance of the in-store experience

The competition with masstige products continues to blur borders

CATEGORY DATA

Table 72 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 73 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 74 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 75 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 76 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 77 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Oral Care in Japan

HEADLINES

PROSPECTS

Continuous growth is expected in oral care despite the ageing population

Fresh breath products have been gaining traction

COMPETITIVE LANDSCAPE

Lion Corp remains the undisputed leader

Sunstar poses a strong challenge

CATEGORY DATA

Table 78 Sales of Oral Care by Category: Value 2013-2018
Table 79 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 80 Sales of Toothbrushes by Category: Value 2013-2018
Table 81 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 83 NBO Company Shares of Oral Care: % Value 2014-2018
Table 84 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 85 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 86 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 87 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 88 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 89 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 90 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Skin Care in Japan

HEADLINES

PROSPECTS

Anti-ageing continues to show strong growth

Tourism boosts sales

Concepts using technology gradually emerge in the market

COMPETITIVE LANDSCAPE

Kao Corp focuses on the premium segment

Non-cosmetics companies and start-ups enter the market

The launch of measures to combat counterfeits

CATEGORY DATA

Table 91 Sales of Skin Care by Category: Value 2013-2018
Table 92 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 93 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 94 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 95 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 96 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 97 NBO Company Shares of Skin Care: % Value 2014-2018
Table 98 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 99 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 100 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 101 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 102 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 103 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 104 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 105 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Japan

HEADLINES

PROSPECTS

The dominance of sun protection is set to continue due to bihaku

Rising awareness of the need for UV protection and different formats

Multifunctional products gain traction

COMPETITIVE LANDSCAPE

Shiseido continues to lead sun care

Kao Corp gradually increases its share

New product launches to address UV protection

CATEGORY DATA

Table 106 Sales of Sun Care by Category: Value 2013-2018
Table 107 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 108 NBO Company Shares of Sun Care: % Value 2014-2018
Table 109 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 110 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 111 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 112 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Deodorants in Japan

HEADLINES

PROSPECTS

Sumehara helps combat maturity in deodorants

Sales of men’s deodorants particularly benefit from sumehara

Jikanuri is on the rise

COMPETITIVE LANDSCAPE

Nivea-Kao maintains its lead in deodorants

The second and third players

Lion Corp holds the second brand in deodorants

CATEGORY DATA

Table 113 Sales of Deodorants by Category: Value 2013-2018
Table 114 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 115 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 116 NBO Company Shares of Deodorants: % Value 2014-2018
Table 117 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 118 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 119 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 120 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Hair Care in Japan

HEADLINES

PROSPECTS

Botanical shampoos attract consumers’ attention

Other personalisation concepts are also seen

Grey hair is key for the colourants category

COMPETITIVE LANDSCAPE

Kao Corp remains steady at the top

The natural concept continues

Mainstream players try to intrigue consumers

CATEGORY DATA

Table 121 Sales of Hair Care by Category: Value 2013-2018
Table 122 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 123 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 124 NBO Company Shares of Hair Care: % Value 2014-2018
Table 125 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 126 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 127 LBN Brand Shares of Colourants: % Value 2015-2018
Table 128 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 129 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 130 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 131 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 132 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 133 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

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