Natural & Organic Cosmetics Market in Japan: Key Research Findings 2019
Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic natural & organic cosmetic market and has found out the market trends by product and by channel, trends of market players, and future outlook.
Natural cosmetics in this research refers to those cosmetics containing natural plants as chief ingredients and restraining the use of chemically synthesized compounds, while organic cosmetics in this research refers to those cosmetics that are certified as “organic” by a third-party institution, or that employ organic materials from in-house or tie-up farms for large part of ingredients, or that use organic materials in most of the owned brands.
Development of natural and organic cosmetics increasingly initiated at growing numbers of domestic and overseas brands, against the backdrop of rising ethical consumption, more women suffering from sensitive skins stemming from environmental changes, and more consumers demanding environmentally conscious lifestyles and safety in cosmetics due to improved awareness of ecology and LOHAS. In addition, natural & organic cosmetics have become more appealing as some functions of aging care and whitening effects have been added just like general cosmetic products, which increased the number of real and online stores to deal in such cosmetics, making more chances for general people to see and come in contact with them. The natural & organic cosmetic market expanded in FY2018 to 104.9% of the size of the previous fiscal year to reach 141,500 million yen. Upon carrying out the FY2018 research, the market size calculated in FY2017 was revised.
Establishment of a Guideline for Natural & Organic Products in Japan
While many people in Japan have hardly had any familiarity with organic products in the first place, without any certification systems for such products, many consumers seem to have little knowledge on what organic means.
Aiming to provide information on natural and organic cosmetics for consumers to easily understand them, Japan Cosmetic Industry Association (JCIA) has established a “Guideline to Label Natural/Organic Index Values for Cosmetic Products” in 2018. This guideline indicates technical definitions and criteria for natural and organic cosmetic ingredients defined in ISO 16128, which is a step forward for the industry in that it encourages consumers to choose the products from the label conforming to the criteria.
Currently, each of major companies consider coping with establishment of the guideline, accordingly, on the assumption of supplying safe and quality products. Hereafter, whether this can be the key for the market penetration will be paid attention.
The natural and organic cosmetic market size in FY2019 based on the shipment values at brand makers is estimated as 149,700 million yen, 105.8% of the size of the preceding fiscal year.
More consumers are expected to replace general cosmetics with natural & organic ones, as more brands of natural & organic cosmetics adding functions such as aging or sensitive skin care. Also, as drugstores, variety stores, and newly emerged semi-self-service stores are likely to acquire new users, the natural & organic cosmetics market size is projected to expand steadily, keeping the annual growth of 3 to 4 % until FY2023.
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