Competitive Landscape
Kao Corp Closes the Gap with Shiseido Co Ltd as Market Share Shifts
Sun care in Japan remained moderately concentrated in 2025, with the top three manufacturers, Shiseido Co Ltd, Kao Corp and Kosé Corp, together accounting for nearly two thirds of value share. Shiseido held the largest individual share at 24%, but this represents a notable decline from 33% in 2021, indicating a steady erosion of its lead over the period.
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Overview:
Understand the latest market trends and future growth opportunities for the Sun 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 Sun 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 Sun 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 Sun 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?
Sun Care in Japan - Category analysis
Key Data Insights
Clean Reimagined Trend Drives Innovation in Value-Added Products as Economic Constraints Slow Growth
Clean Reimagined Trend Drives Innovation in Value-Added Products as Economic Constraints Slow Growth
Adult Sun Care Remains the Largest and Best Performing, Driven by Consumer Adoption of Lifestyle-Driven Beauty Trends
Brand-Adopted Longevity-Focused Messaging Drives Consumers to Prioritise Long-Term Skin Health
Adult Sun Care Set to Lead Sales as Consumers Continue to Prioritise Long Term Skin Health
Preventative Sun Care and Innovation in Products Supporting Multi-Usage Occasions Expected to Continue Gaining Traction
Kao Corp Closes the Gap with Shiseido Co Ltd as Market Share Shifts
Health and Beauty Specialists Drive Sales through Mas-Priced, High-Rotation Assortments
Retail E-Commerce Accelerates through Convenience and Exclusive Ranges
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:
Sun Care
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
Sun Care
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.
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 Sun Care research and analysis database.
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