Retail in Japan

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing 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 Retailing 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 Retailing in Japan?
  • Which are the leading retailers in Retailing in Japan?
  • How are products distributed in Retailing in Japan?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Japan?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in Japan

Retail in 2022: The big picture
Further growth momentum for retail e-commerce
Transparency and sustainability
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Hatsu Uri (“First Sales”) at New Year
Valentine’s Day
White Day
Mother’s Day
Father’s Day
Summer Bargain
Halloween
Black Friday and Cyber Monday
Christmas and Year-end Bargain
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Japan

KEY DATA FINDINGS

Strong recovery from the impact of the pandemic
Implementation of innovative services to compete with other grocery retailers
Increasing awareness of sustainability issues
Implementation of AI to expedite shopping process
Increasing penetration of e-commerce
One-stop shopping
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027

Supermarkets in Japan

KEY DATA FINDINGS

Supermarkets maintains elevated value sales in 2022
Japan’s major supermarket players in fragmented competitive landscape
The rise of private label
Adjusting to ageing and declining population
Customised products and services
Increase in digital services to address further move online
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Supermarkets GBO Company Shares: % Value 2018-2022
Table 68 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 69 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Hypermarkets in Japan

KEY DATA FINDINGS

Hypermarkets struggles to return to growth post-pandemic
Adapting to changing consumer behaviour
Increasing number of private label lines to address demand for more affordable options
Online events and campaigns to maintain awareness
Going green in line with rising awareness of sustainability trend
Measures to address population decline and ageing
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Small Local Grocers in Japan

KEY DATA FINDINGS

Specialist products addressing demand for differentiation
Affordable indulgencies and heightened health awareness
Increasing competitiveness within grocery retailers
New methods of promotion and customer service
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 82 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

General Merchandise Stores in Japan

KEY DATA FINDINGS

Rising prices benefit variety stores, while department store sales struggle to recover
Leveraging pandemic trends as part of sales strategies
Crafting and popularity of DIY support sales of variety stores
Adoption of virtual shopping by popular department store player
Utilising social media and live commerce to connect with consumers
Despite positive outlook, variety stores must adapt to cashless payments
Table 83 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 84 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 85 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 86 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 87 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 88 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 89 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 90 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 91 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 92 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 93 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027

Apparel and Footwear Specialists in Japan

KEY DATA FINDINGS

Japanese consumers retain preference for comfortable, multifunctional apparel
Increasing penetration of e-commerce with apparel and footwear
Sustainable fashion comes to the fore
Strengthening online customer service
The further expansion of live commerce
Limited IT human resources can create employment opportunities
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 95 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 96 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 97 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 98 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 100 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Appliances and Electronics Specialists in Japan

KEY DATA FINDINGS

The home as a hub in Japan remains relevant in 2022
Greater use of consumer appliances and electronics at home
Emerging technology encourages upgrades
Despite stable growth overall, e-commerce set to gain further share within appliances and electronics
Adapting to changing consumer and business trends
Rental and subscription services could provide threat to new sales
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 102 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 103 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 104 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 105 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 107 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Home Products Specialists in Japan

KEY DATA FINDINGS

Affordable luxury as consumers continue to focus on the home
Property expansion supports growth of home products specialists
Urban trends in Japan encourage further expansion by retailers
Increasing demand likely for domestic furniture over the forecast period
Future challenges for home products specialists
Growing penetration of home products e-commerce, albeit from a low sales base
Table 108 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 109 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 110 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 111 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 112 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 113 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 114 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 115 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 116 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 117 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 118 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027

Health and Beauty Specialists in Japan

KEY DATA FINDINGS

Personalised beauty and cosmetics utilising digital tools
Increase in online shopping leads to greater share gain in the beauty space
Integration of technology and AI, but offline stores can leverage demand for personal service
Further competition from online sales in the coming years
User review systems to better manage expectations
Balancing offline and online demands
Table 119 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 120 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 121 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 122 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 123 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 124 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 125 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 126 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 127 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 128 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 129 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027

Vending in Japan

KEY DATA FINDINGS

Improving sales and expanding range of products offered by channel
Hygiene awareness increases use of cashless payments for vending
Mutual sales opportunities through collaboration
Renting vending machines helps raise brand awareness for foodservice players
Adapting to new lifestyles and staff challenges
Increasing reliance on digital tools to improve operations
Table 130 Vending by Product: Value 2017-2022
Table 131 Vending by Product: % Value Growth 2017-2022
Table 132 Vending GBO Company Shares: % Value 2018-2022
Table 133 Vending GBN Brand Shares: % Value 2019-2022
Table 134 Vending Forecasts by Product: Value 2022-2027
Table 135 Vending Forecasts by Product: % Value Growth 2022-2027

Direct Selling in Japan

KEY DATA FINDINGS

Direct selling’s efforts to enhance brand loyalty
Leveraging pop-up stores for greater consumer engagement
Changing consumer behaviour in Japan
Further digitisation of direct selling in the coming years as consumers continue to move online
Sustainability can be an area of focus for direct selling players
Consumer literacy and caution necessary for safe and fair business
Table 136 Direct Selling by Product: Value 2017-2022
Table 137 Direct Selling by Product: % Value Growth 2017-2022
Table 138 Direct Selling GBO Company Shares: % Value 2018-2022
Table 139 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 140 Direct Selling Forecasts by Product: Value 2022-2027
Table 141 Direct Selling Forecasts by Product: % Value Growth 2022-2027

Retail E-Commerce in Japan

KEY DATA FINDINGS

Further digital transformation of retail, despite slowing sales growth for e-commerce in 2022
Improving the user experience and attracting a wider audience
Soaring prices and increasing competition
Live commerce and the metaverse
Utilising points and rewards to foster stronger consumer loyalty
Sustainability concerns to influence future offers
Table 142 Retail E-Commerce by Channel: Value 2017-2022
Table 143 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 144 Retail E-Commerce by Product: Value 2017-2022
Table 145 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 146 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 147 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 148 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 149 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 150 Forecast Retail E-Commerce by: Value Product2022-2027
Table 151 Forecast Retail E-Commerce by: % Value Growth Product2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
        • Consumer Appliances Direct Selling
        • Consumer Electronics Direct Selling
        • Toys and Games Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
        • Home Care Direct Selling
        • Home and Garden Direct Selling
        • Pet Care Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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