Competitive Landscape
Kao Corp Reinforces Leadership with Strategic Portfolio and Premiumisation
Hair care in Japan remained moderately concentrated in 2025, with Kao Corp holding the leading position by a substantial margin. In 2025, Kao’s share reached 15%, showing a slight recovery from recent years and underscoring its ability to strengthen its market presence through portfolio reform and a focus on high-value shampoos, conditioners, and treatments.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair Care 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.
If you're in the Hair Care industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hair Care in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hair Care in Japan?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Hair Care in Japan - Category analysis
Key Data Insights
Premiumisation and Lifestyle-Driven Beauty Drive Value Growth Amid Stable Population Decline
Premiumisation and Lifestyle-Driven Beauty Drive Value Growth Amid Stable Population Decline
Salon Professional Hair Care Leads with Innovation and Digital Diagnostics
K-Pop Reshapes Consumer Preferences toward Premiumisation
Premiumisation and Shifting Consumer Preferences Expected to Drive Steady Value Growth
Perms and Relaxants Set to Emerge as the Fastest Growing, Driven by Ai Advancements Shaping Consumer Decisions
Specialised, Tech-Driven Routines Anticipated to Reshape Consumer Engagement and Product Development
Kao Corp Reinforces Leadership with Strategic Portfolio and Premiumisation
Health and Beauty Specialists Dominate with Targeted Promotions and Loyalty
Retail E-Commerce Remains Stable Amid Offline Channel Strength
Beauty and Personal Care in Japan - Industry Overview
Value Growth Slows Amid Cautious Spending and Ageing Population Dynamics
Key Data Insights
Value Growth Slows Amid Cautious Spending and Ageing Population Dynamics
Skin Care Leads Value through Innovation Driven by Clean Reimagined Trend
Brands Embed Longevity and Lifestyle Narratives to Sustain Value Growth
Consumers Expected to Prioritise Essential Health and Premium Value Amidst Cautious Growth
Skin Care Leads with Steady Growth While Fragrances Deliver Rapid Value Expansion
Brands Anticipated to Innovate with Science and Lifestyle Narratives to Deepen Trust and Loyalty
Large Domestic Manufacturers Consolidate Position through Trusted Portfolios and Scale
Pharmacies and Health and Personal Care Stores Gain Share as Department Stores Experience Stagnation
E-Commerce Grows Steadily Driven by the Replenishment of Trusted Daily-Use Products
Country Reports Disclaimer
The following categories and subcategories are included:
Hair Care
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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 report originates from Passport, our Hair Care research and analysis database.
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