Similar to the premium segment, mass beauty and personal care as a whole experienced current value decline in 2021, due to the prolonged COVID-19 pandemic and the decline of categories that performed well in 2020. However, the situation was different according to the category.
Benefiting from the hygiene awareness that has taken root amongst consumers due to the prolonged pandemic situation, sales of liquid soap and hand sanitisers, which are effective in preventing COVID-19 infection, remained at a high level in 2021, despite seeing decline. However, looking at brand shares, different trends can be seen in hand sanitisers and liquid soap.
Prolonged mask-wearing due to the pandemic further accelerated consumer awareness of halitosis care, that had been gaining attention in recent years, and demand therefore increased for products that can provide additional value to traditional tooth brushing habits. In addition to toothpastes that claim to provide halitosis care or fresher breath, consumers moved to a complete oral care routine.
Mass beauty and personal care is expected to show a recovery trend in 2022 and beyond in current value terms, led by colour cosmetics and sun care, which were most strongly negatively affected by the pandemic. In addition, growth will be helped along by hygiene-related products (hand sanitisers, liquid soap, mouthwashes, etc.
Since the hand washing and disinfection habits that took root during the prolonged pandemic are expected to remain, and continue to affect the forecast years, sales of liquid soap and hand sanitiser, which are directly related to hygiene care, will remain at higher levels than before the pandemic, even if the number of COVID-19 cases decreases in the future. In addition, as most consumers now wash and sanitise their hands several times a day, more consumers are facing problems such as spray or liquid spatter when using these products outside the home, and dry hands and skin irritation.
Even in the mass segment, SDGs, a universal call to action to eliminate poverty, protect the planet, and enable all people to enjoy peace and prosperity by 2030, should be addressed by the entire industry, and more corporate initiatives are expected in the future. For example, in 2021, Kao was working to ensure and confirm that its oil suppliers and group companies comply with the NDPE (No Deforestation, No Peat, No Exploitation) and HCSA (High Carbon Stock Approach) concepts in order to achieve sustainable palm oil procurement.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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