Executive Summary

Jun 2019
PROSPECTS
Decline is seen despite premiumisation

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.

Professional hair removal services and electric appliances are threats to growth

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.

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

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.

COMPETITIVE LANDSCAPE
Schick Japan continues to lead depilatories

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.

Innovation is critical for growth

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 poses a strong challenge

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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Depilatories in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories 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 Depilatories industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories 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 Depilatories in Japan?
  • What are the major brands in Japan?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

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.

Depilatories in Japan - Category analysis

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 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Japan - Industry Overview

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 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources