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The shipment value of toiletries in Japan exceeded ** Japanese yen for the third consecutive year in fiscal 2023. The Japanese toiletries market is segmented into *** main sectors: household-related goods and personal care products. The former includes primarily cleaning products used in private households, whereas the latter encompasses a broad range of products for personal grooming, hygiene, and health care.

The fierce competition of personal care brands

The mass and mid-priced segments of the Japanese personal care products market are highly competitive. As consumers show high brand loyalty for daily personal care products like shampoo and toothpaste, global leaders like Proctor & Gamble or Unilever localized their brand representation in Japan. Other multinational companies like Beiersdorf, on the other hand, worked together with domestic leaders to appeal to Japanese consumers. Through a joint venture with Kao Corporation, the German manufacturer successfully popularized the skincare brand Nivea in Japan.

Cleaning products and toiletries

As personal care manufacturers are commonly the owners of major cleaning product brands as well, household detergents and fabric care solutions are included in the industry definition of “toiletries” in Japan. With synthetic detergents at its center, the market benefited from the emphasis on hygiene practices at home following the coronavirus pandemic, as household spending on cleaning agents peaked in 2021. Nonetheless, manufacturers face the challenge of balancing pricing strategies and cost structures to squeeze out higher profit margins amid low brand loyalty among consumers unlike in the personal care segment.