In Japan, most consumers use oral care on a daily basis, but as the population is expected to decline over the long term, the category will become more mature, making it difficult to attract new users. However, by increasing the unit price per user, brands can still maintain value sales growth.
In Japan, the number of users who use mouthwashes/dental rinses on a daily basis is still limited, meaning that the category has room to grow in the coming years. In addition, with the government's announcement that from March 2023, the wearing of face masks will be left to the individual’s discretion, demand for mouthwashes/dental rinses, which are marketed as not only effective for supporting teeth and gum health but also to reduce incidence of halitosis while refreshing the breath, is expected to increase.
Oral care products typically offer specific value from a health perspective, but they are also increasingly assuming a beauty positioning as well, and therefore have the potential to attract new users. Younger generations of consumers, who often have fewer health concerns, are more interested in beauty-related products, and therefore branding and promotions on colour cosmetics and fragrances can be effective in attracting their attention.
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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.
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 Definitions
This report originates from Passport, our Oral Care research and analysis database.
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