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Men's Grooming in Japan
April 2021
2020 IMPACT
Crisis has varying impact across categories
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 such as bars and restaurants closed, had a marked negative impact on sales of men’s deodorants.
Mass channels remain key
The demand for convenience plays a strong role in the distribution landscape for men’s grooming, with mass channels such as drugstores/parapharmacies, convenience stores and supermarkets being the most popular. With men becoming more open to using a wider range of products, retailers were starting to expand their ranges of men’s grooming products before the COVID-19 crisis.
Mandom Corp retains lead but faces growing competition
Mandom Corp maintained its lead in men's grooming in value terms in 2020, largely thanks to the strong loyalty shown to its Gatsby and Lúcido brands. Whilst the company was traditionally known for its hair care products, as demand for styling agents has declined in Japan it has started to shift its focus to skin care and deodorants, which it believes to have stronger growth potential.
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Overview:
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.
The Men's Grooming in Japan report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Men's Grooming in Japan?
Which are the leading brands in Japan?
How are products distributed in Japan?
To what extent is e-commerce changing the retail environment and consumer demand?
How are sales of mass versus premium beauty products evolving?
Which products are seeing rising demand in the wake of COVID-19?
Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
How is the macroeconomic environment shaping demand?
Where is future growth expected to be most dynamic?
Men's Grooming in Japan - Category analysis
KEY DATA FINDINGS
2020 IMPACT
Crisis has varying impact across categories
Mass channels remain key
Mandom Corp retains lead but faces growing competition
RECOVERY AND OPPORTUNITIES
D2C brands gaining in popularity
Ongoing expansion and diversification of the men’s grooming offer
Male consumers’ willingness to use products aimed at women poses a threat
CATEGORY DATA
Table 1 Sales of Men’s Grooming by Category: Value 2015-2020Table 2 Sales of Men’s Grooming by Category: % Value Growth 2015-2020Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020Table 5 NBO Company Shares of Men’s Grooming: % Value 2016-2020Table 6 LBN Brand Shares of Men’s Grooming: % Value 2017-2020Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020Table 8 Forecast Sales of Men’s Grooming by Category: Value 2020-2025Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
Beauty and Personal Care in Japan - Industry Overview
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 10 Sales of Beauty and Personal Care by Category: Value 2015-2020Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020Table 16 Distribution of Beauty and Personal Care by Format: % Value 2015-2020Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2020Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Men's Grooming
Men's Post-Shave
Men's Pre-Shave
Men's Razors and Blades
Premium Men's Bath and Shower
Mass Men's Bath and Shower
Premium Men's Deodorants
Mass Men's Deodorants
Premium Men's Hair Care
Mass Men's Hair Care
Premium Men's Skin Care
Mass Men's Skin Care
Premium Men's Fragrances
Mass Men's Fragrances
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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 report originates from Passport, our Men's Grooming research and analysis database.
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