Japan

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Japan. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Japan StatisticsConsumer Lifestyles in JapanJapan Country BriefingsFuture Demographics: Japan in 2030

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    Bags and Luggage in Japan

    Aug 2020

    Luxury handbags remains the largest category in bags and luggage, but it is also set to be one of the hardest hit categories by COVID-19. These products rely heavily on visitors from markets such as China for sales and with Japan closing its borders ...

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    Country Report

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    Watches in Japan

    Aug 2020

    Watches has been hard hit by COVID-19 with sales set to drop by around one fifth in current value terms in 2020. The problems started in February 2020 with fewer Chinese visitors arriving in Japan to celebrate Chinese New Year. This is often an ...

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    Country Report

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    Personal Accessories in Japan

    Aug 2020

    Most products within personal accessories are seen as non-essential items and as such sales have been hit hard by COVID-19 in 2020. Not only have store closures made it more difficult to access products, but the closure of Japan’s borders has cut off...

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    Country Report

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    Jewellery in Japan

    Aug 2020

    Like most areas of personal accessories in Japan, sales of jewellery have a strong reliance on sales to foreign visitors and tourists. Chinese New Year is usually a particularly important time of the year for sales of jewellery in Japan; however, ...

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    Writing Instruments in Japan

    Aug 2020

    Sales of writing instruments are expected to decline in 2020, but the effect of COVID-19 is not expected to anywhere near as significant as in other areas of personal accessories. A big factor in this is that a large proportion of the products ...

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    Country Report

    Country Report

    Traditional Toys and Games in Japan

    Aug 2020

    The strong trend towards blind collectables was a notable factor in the development of traditional toys and games at the end of the review period, providing a bright spot amongst the overall stagnation of the category. Takara Tomy has been a ...

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    Country Report

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    Toys and Games in Japan

    Aug 2020

    Japan has taken a range of measures to control the spread of COVID-19 including the closure of non-essential stores such as traditional toys and games stores. Although this has made it harder to purchase some products the effect on sales has been ...

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    Video Games in Japan

    Aug 2020

    When it came to static consoles and hand-held consoles Japan saw mixed results in 2019. Nintendo Ltd extended its dominance with the launch of Nintendo Switch Lite proving a success in hand-held consoles following its launch in 2019, although it did ...

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    Country Report

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    Sunglasses in Japan

    Jul 2020

    Sales of sunglasses in Japan have been decimated by the impact from COVID-19. The problems started in February 2020 as fewer visitors from China arrived to celebrate Chinese New Year. Luxury sunglasses suffered a blow from this with Chinese tourists ...

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    Eyewear in Japan

    Jul 2020

    For consumers with eyesight problems the wearing of some form of eyewear is a daily necessity; however, despite this, sales are still expected to struggle in 2020. With consumers forced to spend more time at home due to the measures being taken to ...

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    Spectacles in Japan

    Jul 2020

    Sales of spectacles have seen a significant slump in 2020, with the efforts to control COVID-19 taking a huge toll. While contact lenses and sunglasses have seen online sales flourish in recent years, when it comes to spectacles most consumers still ...

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    Contact Lenses and Solutions in Japan

    Jul 2020

    The consumer base for contact lenses and solutions continues to grow in Japan with eye health conditions impacting a growing number of consumers both young and old. Among younger consumers the growing usage of devices such as smartphones and tablets ...

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    Cigars, Cigarillos and Smoking Tobacco in Japan

    Jul 2020

    Price fighter cigarillos continued to record dynamic growth in 2019 with these products attracting price-conscious consumers who have been impacted by the continuous price hikes seen in cigarettes. New ranges of cigarillos were also launched towards ...

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    Country Report

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    Cigarettes in Japan

    Jul 2020

    In July 2018, Japan approved its first national legislation banning smoking inside public places, such as schools, hospitals, retail stores and restaurants. The ban was introduced in two stages starting in July 2019 with the second stage coming into ...

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    Tobacco in Japan

    Jul 2020

    Despite measures being taken to control the spread of COVID-19, such as the closure of non-essential retail outlets and bars, there is not expected to be a large impact on sales of tobacco in 2020. As of 14 May 2020, Japan Tobacco’s four production ...

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    Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Japan

    Jul 2020

    Despite the continuous investment in heated tobacco by Philip Morris, British American Tobacco and Japan Tobacco, the category started to register slower growth in current value and retail volume terms in 2019. This is attributed to the slow ...

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    Country Profile

    Country Profile

    Japan: Country Profile

    Jul 2020

    The Japanese economy will contract sharply in 2020. Japan is struggling to contain COVID-19 and the 2020 Olympic Games have been postponed, which will have a profound impact on expected tourist arrivals. 2019’s sales tax hike will also limit consumer...

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    Country Report

    Country Report

    Fragrances in Japan

    Jun 2020

    Fragrances continued to see healthy growth in current value terms in 2019 despite its traditional underdeveloped nature. Over the review period, both imported and domestic fragrances posted strong growth, which is likely mostly attributed to ...

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    Country Report

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    Skin Care in Japan

    Jun 2020

    Anti-agers continued to show momentum in 2019, supported by Japan’s rapidly ageing population who are becoming increasingly interested in products that can help them look and feel younger for longer. Recognising the potential of the category the ...

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    Country Report

    Country Report

    Premium Beauty and Personal Care in Japan

    Jun 2020

    Over the review period there were several new products launched with extremely high prices, with this continuing in 2018/2019. For example, Kao Corp launched Est The Cream TR, which is a line of premium anti-agers which cost JPY30,000 (excluding tax)...

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