Competitive Landscape
Lion Corp and Sunstar Inc Strengthen Leadership through Innovation and Targeted Renewal
Oral care in Japan demonstrated a moderately concentrated landscape in 2025, with Lion Corp holding a commanding 29% share of value sales, significantly ahead of its closest competitor Sunstar Inc, which held 15%. This concentration reflects a slight increase in Lion’s market share over the past five years, rising from 25% in 2020 to its current position, signalling effective brand and product strategies that reinforce its leadership.
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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 Insights
Premiumisation Drives Value Growth Despite Population Decline
Premiumisation Drives Value Growth Despite Population Decline
Toothpaste Leads Value, Driven by Longevity and Preventative Health Innovation
Transparency and Regulation Drive Premium Positioning
Premiumisation and Preventive Care Anticipated to Drive Steady Growth Amid Demographic Challenges
Toothpaste Set to Continue Leading Sales, While Denture Care Emerges as Best Performing
Brands Expected to Leverage Education and Professional Endorsements to Strengthen Consumer Trust
Lion Corp and Sunstar Inc Strengthen Leadership through Innovation and Targeted Renewal
Supermarkets and Pharmacies Maintain Dominance, Driven by Consumer Preferences and Premium Product Availability
Retail E-Commerce Remains Stable, as Consumers Balance Convenience with In-Store Evaluation
Beauty and Personal Care in Japan - Industry Overview
Value Growth Slows Amid Cautious Spending and Ageing Population Dynamics
Key Data Insights
Value Growth Slows Amid Cautious Spending and Ageing Population Dynamics
Skin Care Leads Value through Innovation Driven by Clean Reimagined Trend
Brands Embed Longevity and Lifestyle Narratives to Sustain Value Growth
Consumers Expected to Prioritise Essential Health and Premium Value Amidst Cautious Growth
Skin Care Leads with Steady Growth While Fragrances Deliver Rapid Value Expansion
Brands Anticipated to Innovate with Science and Lifestyle Narratives to Deepen Trust and Loyalty
Large Domestic Manufacturers Consolidate Position through Trusted Portfolios and Scale
Pharmacies and Health and Personal Care Stores Gain Share as Department Stores Experience Stagnation
E-Commerce Grows Steadily Driven by the Replenishment of Trusted Daily-Use Products
Country Reports Disclaimer
The following categories and subcategories are included:
Oral Care
- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
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 definitionsWhy 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 Oral Care research and analysis database.
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