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.
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, or biganki in Japanese, are gaining in popularity. This is in part underpinned by demand amongst inbound tourists, primarily from China.
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 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.
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.
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This industry report originates from Passport, our Consumer Appliances market research database.