Deodorants in Japan

PRE-COVID-19 PERFORMANCE

Poor weather hits sales in 2019 but jikanuri offers potential

Deodorants saw a significant decline in current value terms in 2019, continuing the downward trajectory witnessed the previous year. A big factor behind this was the poor weather conditions seen during 2019 with a long rainy season and a lack of sunshine during the summer months.

Concerns over ‘sumehara’ help drive demand for deodorants

Rising awareness of sumehara, which translates as “smell harassment”, continued to support sales of deodorants in 2019 despite the category having reached a fair degree of maturity. Sumehara refers to the concept that other people’s body odour, bad breath or applying too much fragrance may cause distress or discomfort for certain people, particularly in the workplace.

Nivea-Kao launches Nivea deodorants as it looks to further cement its leading position

Nivea-Kao Co Ltd continued to lead deodorants in Japan in value terms in 2019, competing with many strong domestic players with its popular 8x4 brand. The company has a longstanding history in Japan and it expanded its portfolio of deodorants in 2019 with it launching its Nivea brand into the category in February.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to decline by 4% 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 deodorants

All areas of deodorants are likely to see sales decline during 2020 by virtue of the fact consumers are being forced to spend more time at home.

Recovery and opportunities

The rearranged Tokyo Olympics, which are now due to be held in 2021, should provide a big boost to sales of deodorants partly due to an influx of tourists but also due to a likely rise in the number of consumers taking part in sport and outdoor activities. Manufacturers are likely to continue focusing on products which can prevent body odour and sweat stains, which is likely to result in deodorant sprays continuing to decline.

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