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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    Strategy Briefing

    Strategy Briefing

    World Market for Mobility

    May 2021

    COVID-19 led to global automotive sales plummeting by 16% in 2020, as lockdowns curtailed business and consumer activity. Passenger vehicle sales will, however, recover and grow by 28% over 2020-2025. Shared mobility was also squeezed, with gross ...

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    Country Report

    Country Report

    Home and Garden in Japan

    May 2021

    After seeing negligible retail current value increases during most of the review period, home and garden turned to stronger growth in 2020, due to the impact of COVID-19. All categories saw better performances than in any other year of the review ...

    US$2,100
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    Country Report

    Country Report

    Homewares in Japan

    May 2021

    After already seeing solid current value growth for most of the review period, in 2020 homewares saw a dynamic sales increase. After the emergence of COVID-19 in the country, the government encouraged home seclusion to prevent the spread of the ...

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    Country Report

    Country Report

    Gardening in Japan

    May 2021

    After seeing slow and steady current value growth for most of the review period, in 2020 gardening saw a strong increase in its rate of growth, with a double-digit increase. Home seclusion due to COVID-19 led to rising demand amongst relatively ...

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    Country Report

    Country Report

    Home Improvement in Japan

    May 2021

    Home improvement saw only insignificant movements in its current value sales during the review period, in most years either remaining static or seeing a slight decline. However, this changed in 2020 due to the impact of COVID-19, with the category ...

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    Country Report

    Country Report

    Home Furnishings in Japan

    May 2021

    Home furnishings remained by far the biggest category within home and garden in 2020, accounting for nearly two thirds of value sales in this year. Although seeing slower growth than all other home and garden categories, overall home furnishings saw ...

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    Strategy Briefing

    Strategy Briefing

    Childrenswear in Asia Pacific

    May 2021

    After persistently strong sales growth over the historic period, childrenswear saw a retail value decline in 2020 in Asia Pacific, as Coronavirus (COVID-19) hit the region. However, as children continued to outgrow their clothing and with parents ...

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    Country Report

    Country Report

    Colour Cosmetics in Japan

    Apr 2021

    The COVID-19 crisis had a severe negative impact on sales of colour cosmetics in 2020 as a wide range of factors related to the pandemic adversely affected the category’s performance. The lack of social contact resulting from consumers confining ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Japan

    Apr 2021

    The COVID-19 crisis saw a shift in demand from premium beauty and personal care products to the mass segment. This was due in part to the fact that department stores and beauty specialist retailers, key channels for the premium segment, are not ...

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    Country Report

    Country Report

    Men's Grooming in Japan

    Apr 2021

    Men’s grooming saw the COVID-19 crisis exert a varying influence across product categories in 2020. The reduction in social contact, as people stayed at home to avoid exposure to the SARS-CoV-2 virus and shifted to remote working while leisure venues...

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    Country Report

    Country Report

    Skin Care in Japan

    Apr 2021

    Skincare products were less affected by the COVID-19 crisis than other areas of beauty and personal care in 2020. The lack of social contact resulting from home seclusion and the shift to remote working had less of an impact than in categories such ...

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    Country Report

    Country Report

    Sun Care in Japan

    Apr 2021

    In 2020, high-priced and leisure-orientated brands, such as Shiseido’s Anessa and Kanebo’s Allie, which offer strong UV protection, were hit hard by Japanese consumers remaining at home in order to avoid exposure to the SARS-CoV-2 virus – and ...

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    Country Report

    Country Report

    Oral Care in Japan

    Apr 2021

    The essential status of oral care meant that demand proved resilient during the COVID-19 crisis, with the increase in consumers’ hygiene-consciousness due to the pandemic also supporting demand. Indeed, the rise in awareness of hygiene and health ...

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    Country Report

    Country Report

    Bath and Shower in Japan

    Apr 2021

    Hygiene-awareness was already on the rise amongst Japanese consumers as a result of the long flu season that lasted from 2019 into 2020 before it was further bolstered by concerns about infection with the SARS-CoV-2 virus that causes COVID-19. As a ...

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    Country Report

    Country Report

    Baby and Child-Specific Products in Japan

    Apr 2021

    2020 saw baby and child-specific products adversely affected by both the long-term trend of Japan’s continuous decline in birth rate and the direct impact of the COVID-19 crisis on consumer behaviour. Japan is going through a significant population ...

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    Country Report

    Country Report

    Depilatories in Japan

    Apr 2021

    The COVID-19 crisis had a negative impact on demand for depilatories as consumers had fewer opportunities for social contact either at work or in leisure scenarios and, therefore, took a more relaxed approach to beauty and personal care regimens, ...

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    Country Report

    Country Report

    Hair Care in Japan

    Apr 2021

    The COVID-19 crisis had a less marked impact on hair care than other beauty and personal care categories, such as colour cosmetics and sun care, with demand remaining relatively stable. This resulted largely from the fact that hair care products are ...

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    Country Report

    Country Report

    Deodorants in Japan

    Apr 2021

    In recent years, Japanese consumers have become increasingly aware of sumehara, which translates as “smell harassment”. Prior to the outbreak of COVID-19, this was driving up sales of deodorants despite the fact that the category had reached a fair ...

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    Country Report

    Country Report

    Beauty and Personal Care in Japan

    Apr 2021

    The COVID-19 crisis led to a consumer shift from premium beauty and personal care products to mass products for daily use. This resulted in part from restrictions on the operations of department stores and beauty specialist retailers, including store...

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    Country Report

    Country Report

    Premium Beauty and Personal Care in Japan

    Apr 2021

    Prior to the COVID-19 pandemic, premium beauty and personal care products had been witnessing an upward trend, with the rise in inbound tourism, the expanded range of high- value-added product line-ups and strong sales of anti-ageing products driving...

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