In 2023, opportunities to spend greater time outside of the home in Japan due to the further easing of restrictions on leisure and travel, and the government's announcement in March that the wearing of masks both indoors and outdoors will be left to consumers’ discretion, should provide a tailwind to demand for deodorants. Consumers who have had greater time to spend on self-care and personal hygiene routines as a result of the pandemic will also be more conscious of the need for deodorants, especially as they start to come into contact with others more regularly.
Some consumers are concerned about their personal odour levels, and they are unsure if their own deodorant care is effective. In December 2022, an improved version of Odorate AP, a mail-in test kit for analysing body odour, was launched on a crowdfunding platform.
Similar to specific deodorants, the growing number of skin care, clothing, and fabric care products with deodorising, antimicrobial, and fragrance properties is expected to intensify competition for this category over the forecast period. For example, in March 2022, CLOSSHI, a private label line from apparel giant Shimamura, introduced women's underwear featuring Kobayashi Pharmaceutical's KOBA-GUARD, which is an antibacterial agent with deodorising and antimicrobial properties, while absorbing moisture to dry quickly.
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Understand the latest market trends and future growth opportunities for the Deodorants 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.
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Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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 Deodorants research and analysis database.
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