Executive Summary

Feb 2019
PROSPECTS
Polarisation seen in some categories

In body shavers, premium products under the top brands, Panasonic, Braun and Philips, are selling well. Consumers are paying for more value such as sensing capacity, control, automatic washing and better shaving through less damage to the skin.

Trust in domestic brands, though younger generation proving more adventurous

Even when looking for inexpensive products in categories such as body shavers and hair care appliances, it is important to note that many Japanese consumers still hesitate to opt for Chinese brands. Many Japanese consumers still blindly trust domestic brands.

Face massagers leads growth in other personal care appliances

Face massagers, or biganki in Japanese, are gaining in popularity. This is in part underpinned by demand amongst inbound tourists, primarily from China.

COMPETITIVE LANDSCAPE
Panasonic consolidates dominant position

Panasonic dominates personal care appliances in Japan, thanks to a strong presence across a broad range of categories. Moreover, the company increased its overall share and extended its lead in 2018, as it continued to successfully develop its offer in line with evolving demand trends and saw particularly notable growth in hair care appliances and the emergent electric facial cleansers category.

Dyson grows business in personal care appliances

Dyson is growing its business in personal care appliances in Japan after winning renown with its premium brand in vacuum cleaners. The company’s dryer product had a significant impact when it was released in 2016 because of its unique shape and the power of its air blow.

Panasonic and Philips to expand the oral care appliances market

Besides products in the contracting electric and battery toothbrush categories, Panasonic and Philips have different types of oral care products that provide “water flossing” by shooting a stream of water between teeth and gums to get rid of plaque better than just brushing. In Japan, dental flossing is not as common as in the US or Western European countries.

Want to find out more about this report?
Request more information
Why 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.

Your Recently Viewed Reports

Personal Care Appliances in Japan

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Personal Care Appliances industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Personal Care Appliances industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Personal Care Appliances in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Personal Care Appliances in Japan?
  • What are the major brands in Japan?
  • What is the share for hair care appliances?
  • Is an increased focus on health and beauty driving electric tooth brush sales?

Why 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 industry report originates from Passport, our Consumer Appliances market research database.

Personal Care Appliances in Japan - Category analysis

HEADLINES

PROSPECTS

Polarisation seen in some categories
Trust in domestic brands, though younger generation proving more adventurous
Face massagers leads growth in other personal care appliances

COMPETITIVE LANDSCAPE

Panasonic consolidates dominant position
Dyson grows business in personal care appliances
Panasonic and Philips to expand the oral care appliances market

CATEGORY DATA

Table 1 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 2 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 3 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Body Shavers by Format: % Volume 2013-2018
Table 6 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 7 NBO Company Shares of Personal Care Appliances 2014-2018
Table 8 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 9 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 10 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 11 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 12 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 13 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Consumer Appliances in Japan - Industry Overview

EXECUTIVE SUMMARY

Demographic developments contribute to modest growth
Time pressures support demand
Japanese manufacturers finally focus on connected appliances
Internet retailing grows quickly in small appliances
Overall stagnation expected over forecast period, but areas of potential remain

MARKET INDICATORS

Table 14 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 15 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 16 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 17 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 18 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 19 Sales of Consumer Appliances by Category: Value 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 26 Sales of Small Appliances by Category: Volume 2013-2018
Table 27 Sales of Small Appliances by Category: Value 2013-2018
Table 28 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 29 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 31 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 32 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 33 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 34 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 35 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 36 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources