Now Available: Personal Care Appliances in Japan

Beauty care products for women, such as facial saunas and foot massagers, thrived in personal care appliances in Japan in 2014 and helped the category grow marginally in volume terms. Manufacturers such as Panasonic were active in launching and promoting the products throughout the year because of the increasing number of female professionals. According to Euromonitor International’s Country and Consumer data, the ratio of the employed female population gradually improved from 42% to 43% during the review period. It might seem a marginal increase, but in Japan where the population is declining, even a small demographic increase is worth investing in.

Competitive Landscape

Panasonic retained its leading position with a volume share of 42% in 2014. Panasonic aggressively launched beauty care products, including facial saunas, foot massagers, scalp massagers and body shavers amongst other products, to strengthen its position as the leader in this category. The company also carried out promotions of the products targeting female consumers in their 20s under the Mi-ta-me Up campaign. The products under the Mi-ta-me Up campaign were hair straighteners, curlers and lash curlers.

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Industry Prospects

Personal care appliances are expected to grow at a marginal CAGR in volume and value terms at constant 2014 prices over the forecast period. Mobile beauty remains a key driver due to the young female consumers’ preference for compact and convenient features in rechargeable and portable appliances such as hair irons. The increasing awareness of skin care and personal care also contributes to the performance of other personal care appliances as seen in the current trend as more manufacturers realise the potential in this category.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Personal Care Appliances industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Personal Care Appliances industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Personal Care Appliances in Japan market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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