The Japanese culture places a high value on neatness, cleanliness, and presentation, and this extends to grooming practices. One unique aspect of Japanese men's grooming culture is the popularity of "double cleansing," a skincare technique that involves using an oil-based cleanser followed by a water-based cleanser to thoroughly remove dirt and impurities from the skin. Additionally, there is a growing trend of Japanese men using makeup products, such as BB creams and tinted moisturizers, to achieve a more polished and put-together appearance. The concept of masculine identity is changing with time and is generating demand for male grooming and cosmetic products. The increase in awareness among the millennial population about the benefits of adopting skincare products is the major driving factor influencing the Japanese male grooming market. The advancements in technology and shift towards a healthy lifestyle, along with quality healthcare services, are reducing the mortality rate and increasing the birth rate in the country. Rapid urbanisation and the presence of the young male population in countries with high disposable income to spend on quality lifestyles are expected to fuel market growth. Men are focusing on the purchase of toiletries apart from fragrances and shaving products, and the increase in men paying attention to their appearance is accelerating the growth of the Japanese male grooming market. The rise in the number of magazines published on men’s grooming and lifestyle, along with the growing popularity of websites that sell men’s fitness and health content, is expected to propel the Japanese male grooming market's growth during the forecast period.
According to the research report “Japan Men’s Grooming Market Overview, 2028," published by Bonafide Research, the market is expected to add USD 792.06 Million by 2028. The market is expected to grow due to rising disposable income, change in cultures, increase in Gen z population, personal care, urbanization; Growing skin concern among men such as sensitivity, aging, inflammatory conditions, acne, and dryness is expected to drive the demand This all factors are driving the market of men’s grooming in Japan. Apart from this, the strong influence of social media platforms, such as YouTube, Instagram and Facebook Growing skin concern among men such as sensitivity, aging, inflammatory conditions, acne, and dryness is expected to drive the demand.
In Japan, men's grooming products are regulated by the Ministry of Health, Labour, and Welfare (MHLW) under the Pharmaceutical Affairs Law (PAL) and the Act on Securing Quality, Efficacy, and Safety of Products Including Pharmaceuticals and Medical Devices (the "PMD Act"). These regulations ensure that men's grooming products are safe, effective, and of high quality. Under these regulations, men's grooming products must meet certain criteria for safety, including stability testing, toxicology testing, and microbiological testing. Additionally, the ingredients used in these products must be approved by the MHLW.
The men’s grooming market in Japan is segmented by product type: Shave care, Skin Care, Hair Care, toiletries, fragrances, and others. Shaving cream, shaving gel, razors and blades, aftershave care, lotion/balm, splash/gel, trimmers, and other shave care products are examples. Skin care products include facial cleansers, moisturisers, scrubs, anti-aging creams, sun cream, face masks, and others. Hair care products includes hair shampoo, hair conditioner, hair styling products, hair oils, hair spray, hair colour, Others, Toiletries include bath soap and shower gel, as well as fragrances such as perfumes, deodorants, and colognes. Currently, the market is dominated by fragrances because they offer a way for men to express their individuality and personal style. Men's fragrances can evoke different moods and emotions, and many men enjoy exploring different scents and finding ones that suit their personalities and tastes. Fragrances are frequently used on a daily basis, so these factors influence fragrance demand in the Japan. During the forecast period, the skin care segment is expected to dominate the Japan market for men’s grooming due to the fact that men are becoming more aware of the importance of skin health and are taking steps to protect their skin from damage caused by environmental factors, aging, and other factors. This has led to a surge in demand for skin care products that address specific skin concerns, such as dryness, sensitivity, and aging.
The men’s grooming market in the Japan is segmented by price range: mass products and premium products. Currently, the market is dominated by mass-market products due to the fact that they are generally more affordable than premium products, which makes them accessible to a wider range of consumers. Many men are looking for grooming products that offer good value for money, and mass-produced products are often a more cost-effective option. Mass-produced products are widely available in supermarkets, drugstores, and online retailers, which makes them convenient for consumers to purchase. They are also available in a variety of formats, such as multipacks and travel sizes, which makes them ideal for on-the-go use. During the forecast period, it is expected that the premium products segment is going to dominate the market for men’s grooming in the Japan due to men becoming more interested in self-care and investing in high-quality grooming products that offer a luxurious and indulgent experience. Premium products often offer unique formulations, high-end packaging, and premium ingredients, which can provide a more enjoyable grooming experience. Because the per capita income in the Japan is high, these factors create a demand for premium products in the Japan.
The men’s grooming market in the Japan is segmented by distribution channel: supermarkets/hypermarkets, convenience stores, specialty stores, e-commerce, and others. Currently, the market is dominated by hypermarkets and supermarkets because the growth of the segment is mainly driven by the rising consumer inclination towards supermarkets and hypermarkets as a primary source to purchase beauty and personal care products. Additionally, supermarkets and hypermarkets typically have a wide selection of men's grooming products, including mass-market brands and a growing selection of premium products. This wide selection makes it easy for consumers to find the products they need and compare different options. During the forecast period, it is expected that the e-commerce segment is going to dominate the market for men’s grooming in the Japan due to the increase in high use of smart homes, internet penetration, and the preference to buy online. E-commerce allows consumers to shop for men's grooming products from the comfort of their own homes at any time of day or night. This convenience is particularly appealing to busy consumers who don't have the time or inclination to visit a physical store.
Considered in this report
• Geography: Japan
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028
Aspects covered in this report
• Japan Men’s grooming market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation
By Product Type
• Shave care
• Skin Care
• Hair Care
By Price range
• Mass Products
• Premium Products
By Distribution Channel
• Convenience Stores
• Speciality Retail
The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Men’s grooming market, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
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