Depilatories in Japan continued to register declines in both retail volume terms and current value terms in 2018, due to the negative impact of the ageing and declining population, as well as a fair degree of maturity. As Japan has been facing the decline and rapid ageing of its population, demographic shifts will negatively impact the demand for depilatories in the forecast period, as older women, who will account for the majority of the population, continue to show little interest in removing their body hair.
The greatest risk to the further development of depilatories in Japan over the forecast period is the possible negative impact of an increasing number of hair removal alternatives. Amidst rising awareness of beauty, the demand for hair removal alternatives, such as professional hair removal services and electric appliances, has been rapidly increasing, attracting beauty-conscious Japanese consumers, who are increasingly seeking products and services which provide highly effective long-lasting beauty solutions.
Although all categories within razors and blades are expected to see similar current value growth rates in the forecast period, the volume growth rates are set to be very different. Whilst hair removers/bleaches and women’s pre-shave are only expected to see minimal volume declines in the forecast period, women’s razors and blades is expected to see a far more significant fall.
Schick Japan (Edgewell Personal Care Brands) continued to lead depilatories in 2018, holding strong shares in women’s pre-shave and women’s razors and blades. Having reached a fair level of maturity, with the threat of consumers shifting to hair removal alternatives, the company's continuous efforts in terms of product improvement and innovation are sure to help it retain consumers and maintain a strong presence in this category in the forecast period.
As the leader in depilatories, Schick Japan considers innovation to be critical for growth, and has continuously invested in improving its product value, packaging and convenience. In 2018, it renewed its leading product line, the Schick Hydro Silk series.
Kai Corp continued to be a strong contender for Schick Japan in 2018. It has a significant presence across several categories, ranging from home goods such as kitchen products to confectionery, beauty products, medical products and business-use blades.
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This industry report originates from Passport, our Beauty and Personal Care market research database.