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Oral Care in Japan
April 2021
2020 IMPACT
Essential status supports demand, but lifestyle changes have an impact
The essential status of oral care meant that demand proved resilient during the COVID-19 crisis, with the increase in consumers’ hygiene-consciousness due to the pandemic also supporting demand. Indeed, the rise in awareness of hygiene and health resulting from COVID-19 helped to maintain demand for added-value products in categories such as toothpaste, dental floss and mouthwashes.
Older consumers becoming more conscious of oral care
Whilst many other beauty and personal care categories have been negatively impacted by the shrinking and ageing of the Japanese population, oral care has continued to see strong demand. This is partly because people are now retaining more teeth when they get old, which in turn is partly due to the Ministry of Health, Labour and Welfare’s 8020 target which aims to promote keeping more than 20 teeth at the age of 80.
Manufacturer innovation addresses breath odour and personalisation
Lion Corp remained the largest player in oral care in Japan in 2020, supported by its long history in personal care in Japan. Immediately prior to the COVID-19 pandemic, the company was benefiting from the strong performance of its relatively new brand Nonio, which was only launched in 2017, and the brand continued to grow, albeit at a significantly slower rate, in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care 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 Oral Care 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 Oral Care 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 Oral Care 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?
Oral Care in Japan - Category analysis
KEY DATA FINDINGS
2020 IMPACT
Essential status supports demand, but lifestyle changes have an impact
Older consumers becoming more conscious of oral care
Manufacturer innovation addresses breath odour and personalisation
RECOVERY AND OPPORTUNITIES
Growing emphasis on prevention of particular oral health problems
Return of social activity to support demand for products with an aesthetic positioning
Potential for children’s products that facilitate the development of oral care routines
CATEGORY DATA
Table 1 Sales of Oral Care by Category: Value 2015-2020Table 2 Sales of Oral Care by Category: % Value Growth 2015-2020Table 3 Sales of Toothbrushes by Category: Value 2015-2020Table 4 Sales of Toothbrushes by Category: % Value Growth 2015-2020Table 5 Sales of Toothpaste by Type: % Value Breakdown 2016-2020Table 6 NBO Company Shares of Oral Care: % Value 2016-2020Table 7 LBN Brand Shares of Oral Care: % Value 2017-2020Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020Table 9 LBN Brand Shares of Toothpaste: % Value 2017-2020Table 10 Forecast Sales of Oral Care by Category: Value 2020-2025Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025Table 12 Forecast Sales of Toothbrushes by Category: Value 2020-2025Table 13 Forecast Sales of Toothbrushes 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 14 Sales of Beauty and Personal Care by Category: Value 2015-2020Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020Table 20 Distribution of Beauty and Personal Care by Format: % Value 2015-2020Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2020Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025Table 23 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:
Oral Care
Dental Floss
Denture Cleansers
Denture Fixatives
Mouth Fresheners
Mouthwashes/Dental Rinses
Tooth Whiteners
Manual Toothbrushes
Battery Toothbrush Replacement Heads
Battery Toothbrush Units
Electric Toothbrush Replacement Heads
Electric Toothbrush Units
Toothpaste
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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 Oral Care research and analysis database.
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