Oral care sales were fairly stable overall in current value terms in 2021, remaining at around the same level as in 2019. Less frequent opportunities to leave the home were offset by an increase of e-commerce purchases, including bulk purchases or purchases of larger volume products, whilst increased oral care awareness resulted in the rising popularity of premium oral care products with added value and higher unit prices.
Hygiene awareness, which was further heightened by COVID-19, encouraged consumers to use additional oral care items, such as dental floss, in addition to their regular teeth brushing routine. Many Japanese consumers brush only with a toothbrush and toothpaste, and they can therefore suffer from periodontal disease and tooth decay due to the inability to remove leftover food and plaque between the teeth.
As consumers became more aware of the importance of oral care against viruses, in addition to the popularity of products that prevent periodontal disease, demand for products that promote disinfection effects, such as Earth Chemical’s Mondahmin and Sunstar’s Gumwell Plus in mouthwashes, and Sunstar’s Gum Medical in toothpaste, gained popularity. Also in 2021, the use of masks to prevent infection continued to take root, and as a result, Lion’s Nonio mouthwash, which deal with halitosis, continued to do well.
Oral care is expected to continue to expand in current value terms in the forecast period, as it is now recognised as a health measure to avoid various diseases triggered by poor oral health. In addition to robust demand for toothpaste, toothbrushes and mouthwashes/dental rinses, the development of high value-added products with enhanced functions is expected to continue to drive growth as unit prices rise.
Oral care products are basic items for which demand is expected to remain strong even in a recession, and despite the backdrop of a declining population in Japan, health and hygiene awareness has risen in recent years, and the category is expected to maintain its value growth in forecast period. In such an situation, it is important for brands to have an advantage that can differentiate themselves from other brands in order to attract customers and increase their value share.
Currently, oral care products are mainly for use by the whole family, with the exception of toothbrushes, where each person owns one toothbrush. However, the spread of COVID-19 in 2020 has triggered a shift towards personal use in oral care, whereby individuals in a family use their own individual products in other categories.
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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.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See All of Our DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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