Increasing the unit price per customer is essential to overcome Japan's population decline over the mid to long term, but competition to raise retail prices is fierce in the country, where many brands are already established across the different price ranges: premium, prestige, and mass segments. Therefore, Japan’s beauty brands are struggling to attract male consumers, and although some products specifically targeting men have been performing well, they were not experiencing rapid growth at the end of the review period.
To expand the market for men's grooming in Japan, many consumers initially need basic education on how to use the products and perform self-care to foster greater engagement and uptake. To appeal to younger consumers who may become loyal customers in the future, activities to educate students on how to use these products properly are expected.
While demand for men's shaving marginally improved in 2022 due to greater mobility outside of the home and opportunities to socialise more frequently or return to the workplace compared to 2021, overall volume sales remained lower than pre-pandemic levels due to lifestyle changes. Therefore, one strategy to differentiate brands in the future is to promote the value of the product, not in terms of functionality such as hair removal and comfort of use as traditionally marketed, but in terms of making self-care the focus.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!