Executive Summary

Jun 2019
PROSPECTS
Men’s bath and shower and deodorants register the strongest performances

Men’s bath and shower and men’s deodorants registered the strongest performances in men’s grooming in 2018, and this is expected to continue during the forecast period, driven by rising awareness of sumehara, which translates as “smell harassment”. Over the review period, the word sumehara, which refers to the act of causing discomfort to others, particularly in the workplace via unpleasant body odours, rose to prominence in Japan.

Manufacturers launch new products

Seeing the increasing demand from men, manufacturers actively launched body washes and deodorants with the function of preventing body odour, specifically targeted towards men. Companies are also beginning to take action to spread awareness of the issue, including asking their employees to attend “smell care” seminars hosted by Mandom, which the latter officially started hosting from 2014.

Rising awareness of men’s skin care

Men’s skin care is expected to see gradual growth over the forecast period, amidst growing awareness of the need for such products amongst male consumers. Whilst men’s skin care is relatively underdeveloped, with a shorter history than other men's grooming categories, it has come to be gradually recognised amongst Japanese consumers, thanks to manufacturers' active promotional activities and awareness-raising campaigns.

COMPETITIVE LANDSCAPE
Mandom Corp maintains its leading position

Mandom Corp maintained its lead in men's grooming in value terms in 2018, thanks to the strong loyalty of Japanese consumers to its powerful brands Gatsby and Lúcido. Whilst the company was traditionally known for its hair care products, as it saw a decreasing trend in styling agents in Japan, it started to shift its focus to skin care and deodorants, which it believes have large growth potential.

New players create fragmentation

As consumer demand for men's grooming increases, more and more companies are expanding their portfolios and trying to enter men's grooming, especially men’s skin care. For instance, Daiichi Sankyo, which previously offered only female skin care products, expanded the product lines of its female skin care brand, Minon, and added Minon Men, skin care products for men with sensitive skin, for the first time in 2018.

Launches in men’s skin care

As men’s skin care products gradually increased in popularity in recent years, more and more companies entered the category, further highlighting its potential. For example, Schick Japan, one of the leading companies in men's shaving, entered skin care, no longer offering only shaving products, but also skin care products.

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Men's Grooming in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Japan?
  • What are the major brands in Japan?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

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 industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Japan - Category analysis

HEADLINES

PROSPECTS

Men’s bath and shower and deodorants register the strongest performances
Manufacturers launch new products
Rising awareness of men’s skin care

COMPETITIVE LANDSCAPE

Mandom Corp maintains its leading position
New players create fragmentation
Launches in men’s skin care

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Japan - Industry Overview

EXECUTIVE SUMMARY

Inbound tourists continue to support growth in beauty and personal care
Digital technology emerges in beauty and personal care
Fragmentation accelerates as non-beauty companies and start-ups enter the market
Active ingredients focusing on efficacy continue to be introduced
Tourism and untapped territory are key for maintaining growth

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources