While men’s deodorants and men’s razors and blades showed current value declines in 2021, due to the continuation of the COVID-19 pandemic and the delayed recovery of opportunities to go out, men’s hair care, which has relatively stable demand, and men’s skin care and men’s fragrances, which saw an increasing number of users, showed growth. Therefore, men’s grooming as a whole showed only a slight decline in 2021.
The prolonged impact of COVID-19 negatively impacted men’s shaving once again in 2021. January to October 2021 was a period of emergency declaration, or priority measures to prevent the spread of infection and limit foot traffic in Tokyo, which restricted people’s activities.
More brands are actively entering or being promoted in men’s grooming, including colour cosmetics, and skin care, hair care and bath and shower products. Each brand aims to establish its own identity and value proposition through branding and new product launches in order to attract fans.
While women’s beauty and personal care was relatively mature and was negatively impacted by COVID-19, men’s grooming remained relatively stable by attracting new customers, and is expected to see current value growth in the forecast years. Many D2C brands have been successful in attracting customers with their personalised concepts and friendly communication, as well as expanding their fan base through word of mouth from existing fans.
Pre-COVID-19, men’s grooming was not growing rapidly; however, it is set to show increasing demand in the forecast period, and is recognised as having the potential to attract new users in the future. This is partly because of the trend towards gender equality in Japan, whereby men are no longer uncomfortable about caring about their self-image from a beauty perspective.
Men’s razors and blades was a category that was directly negatively affected by the decline in opportunities to go out due to the spread of COVID-19. And, although the easing of restrictions and normalisation are expected in 2022 and beyond, new lifestyles, such as remote working and mask-wearing, are expected to take root.
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Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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