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.
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 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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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.
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This report originates from Passport, our Men's Grooming research and analysis database.
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