COMPETITIVE LANDSCAPE
Panasonic and other brands drive premiumisation
Personal care appliances is concentrated in Japan, with Panasonic holding a significant share of 45% in 2025. Personal care appliances is driven by the trend towards premiumisation, with consumers seeking scientifically backed solutions and advanced features.
Emerging brands capitalise on premiumisation and innovation
There are emerging companies that are performing well in personal care appliances in Japan. Kinujo, a brand that initially gained recognition for its hair irons, entered hair dryers in 2021 with a high-end product priced at JPY30,000.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Personal Care Appliances industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Care Appliances in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Care Appliances in Japan?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in Japan - Category analysis
KEY DATA FINDINGS
Premiumisation drives value sales growth
Premiumisation drives value sales growth
Hair care appliances leads sales
Compact head trend in hair dryers
Inflation outpaces wage growth in Japan
New players will continuously emerge
Innovation drives growth amidst economic uncertainty
Panasonic and other brands drive premiumisation
Emerging brands capitalise on premiumisation and innovation
Appliances and electronics specialists benefits from consumer desire to experience products before purchase
Retail e-commerce boosted by new players with a focus on digital marketing
Consumer Appliances in Japan - Industry Overview
Volume sales fall, but value growth driven by demand for energy efficiency and premiumisation
Shifting consumer preferences drive sales in a challenging economic environment
Affordable drum-type washers disrupt laundry appliances in Japan
Growth in air conditioners driven by energy efficiency, supported by circulators
Two paths emerge: affordability versus long-term value
Record-breaking heat in Japan and its impact on consumer needs
Bridging the gap how brands win in beauty tech
Panasonic maintains dominance with broad portfolio presence
Shark drives growth in vacuum cleaners with innovative products
Potential M&A around Hitachi Global Life Solutions
Specialist retailers and e-commerce drive sales
E-commerce continues to grow in consumer appliances
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Personal Care Appliances research and analysis database.
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