No.3715
01/14/2025

Toiletries Market in Japan: Key Research Findings 2024

Toiletries Market Size as a Total of 50 Items Increased to 2,148,697 Million Yen in FY2023, Representing 101.4% of Preceding Fiscal Year, Maintaining 2-Trillion Yen Level, Showing Positive Growth for Two Consecutive Years

Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic toiletries market as a total of 50 items from 5 product categories, and found out the market size, the trends by item, the market player trends, and future perspective.



 


Transition and Projection on Toiletries Market Size (Total of 5 Product Categories)
Transition and Projection on Toiletries Market Size (Total of 5 Product Categories)

Market Overview

In FY2023, the toiletries market grew to 101.4% of the previous fiscal year, reaching 2,148,697 million yen (based on the shipment value at manufacturers, covering 50 items from 5 product categories). This growth has maintained the market at the 2-trillion-yen level since FY2020, reflecting positive growth for two consecutive years. Demand for consumer sanitary products like face masks and wet wipes has remained steady even after the easing of activity restrictions, and the movement of goods related to personal care and etiquette has shown a clear recovery. The market’s growth has also been supported by repeated price adjustments since FY2022, driven by rising energy and logistics labor costs, as well as higher manufacturing expenses due to the weak yen affecting the cost of importing raw materials.

Noteworthy Topics

Antiperspirants & Deodorants Become a Year-Round Product Amid Global Warming, Extended Summer Heat, and Concerns for “Smell Harassment”

Antiperspirants and deodorants are increasingly in demand not only as a solution for individuals seeking to avoid sweat stains and discomfort caused by perspiration, but also as a means to address issues like "smell harassment" that may affect those around them. Additionally, they serve as an etiquette tool for individuals particularly concerned about emitting unpleasant body odor. As a result, the range of deodorant products has been expanding.
Sales of antiperspirants and deodorants were primarily driven during the summer months, when high heat and humidity leads to excessive perspiration. However, in recent years high temperatures and lingering summer-like conditions have extended to October and November. It is becoming increasingly difficult for people in Japan to adapt to the temperature shift between indoor (such as air-conditioned offices and public transport) and outdoor environment, even in winter months.

In addition, the use of antiperspirants and deodorants has been expanded by the increase of situations where people may perspire throughout the year, associated with the use of heat insulation innerwear and layering clothing. Antiperspirant and deodorants for the face and body are used and carried around throughout the year.

Future Outlook

​Consumers in Japan generally have high hygiene awareness. People are continuing hybrid workstyles (commuting and telework), meeting people, enjoying hobbies, and engaging in outdoor activities, sports, and other leisure activities. These trends underpin the steady growth of the toiletries market.


On the other hand, the declining population is stunting the growth of product volume in production and sales. To overcome this challenge, toiletry manufacturers are developing high-value-added products, improving operational efficiency by digital transformation including implementation of online sales, cutting costs, revising prices, and reviewing packaging and contents (making products longer and/or larger, adding refill products, etc.). In addition, to address the 2024 logistics issues, they are working on materializing joint delivery and sharing logistics platforms.

Research Outline

1.Research Period: November to December 2024
2.Research Object: Manufacturers of toiletry products, other related enterprises
3.Research Methogology: Face-to-face interviews by our expert researchers (including online interviews), mailed questionnaire, research on industry associations, and literature research

The toiletries market in this survey refers to a total of 50 items from 5 categories that are mainly sold via distribution channels of FMCG, including "clothing related products (7 items such as synthetic detergents for clothing and fabric softeners)", "household products (16 items including kitchen detergents, wrapping films, room fragrance/air freshener/deodorant for rooms, and insecticides)", "facial/body care products (10 items like body shampoos and hand soaps)", "oral care products (6 items like toothpastes and mouth washers)", and "sanitary products (11 items including toilet paper, tissue paper and adult diapers)". The market size is calculated based on the shipment value of manufacturers.

<Products and Services in the Market>

(1) Clothing related products (synthetic detergents for clothing, laundry detergent for fashion wear, fabric softeners, liquid household bleach, deodorants for clothing/fabrics, insect repellent for closets/drawers, water-proof agents); (2)Household products (kitchen detergents, kitchen cleaners, wrapping films, oven sheets, aluminum foils, rubber gloves for kitchen, refrigerator deodorizer, sanitization agents for kitchen, dishwasher detergent, detergent for baths, room fragrance/air freshener/deodorant for rooms, dehumidifying agents, detergent for residence, wax for flooring, toilet detergents, insecticides); (3)Facial/body care products (soaps, body shampoos, hand soaps, anhidrotic agents, bath salts, hand cream, cosmetic cottons, spare blades, disposable blades for razors, shaving agents); (4)Oral care products (tooth pastes, tooth brushes, mouth washers, denture stabilizing agents, detergents for artificial teeth, dental flosses); (5) Sanitary products (diapers for babies, adult diapers, sanitary napkins, products for incontinence, tissue paper, wet wipes, towel paper, toilet paper, cooking paper, facial masks, oil blotting papers)

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