Retail in Japan

March 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Retail 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retail 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 Retail in Japan report includes:

  • Analysis of key retail trends
  • Detailed segmentation of offline and online retail sales
  • Historic channel sizes (retail value sales, outlet counts, and selling space)
  • Company and brand market shares (retail value sales and outlet counts)
  • 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 Retail in Japan?
  • Which are the leading retailers in Retail in Japan?
  • How are products distributed in Retail in Japan?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Japan?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar? 
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in Japan

Retail in 2024: The big picture
Changes in the competitive environment in retail
Japan’s retail industry embraces digital solutions to combat labour shortages
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2024
Seasonality
Hatsu Uri (“First Sales”) at New Year
Valentine’s Day
White Day
Mother’s Day
Father’s Day
Summer Bargains
Halloween
Black Friday and Cyber Monday
Christmas and Year-end Bargains
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
Table 3 Sales in Retail Offline by Channel: Value 2019-2024
Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
Table 5 Retail Offline Outlets by Channel: Units 2019-2024
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 21 Retail GBO Company Shares: % Value 2020-2024
Table 22 Retail GBN Brand Shares: % Value 2021-2024
Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Japan

KEY DATA FINDINGS

Growing demand for convenience as people return to work
Top three players in convenience stores each show a different strategy
Price-sensitive consumers seek value for money, and will not accept simplification or shrinkflation
Convenience stores as essential social infrastructure
Diversifying revenue streams important to increase profitability
Adapting to growing inbound demand
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029

Supermarkets in Japan

KEY DATA FINDINGS

The number of stores and retail sales show growth in supermarkets in 2024
Ongoing competition for customers with drugstores
Expansion of online and delivery services proves effective
Opportunities in urban areas for large-scale supermarkets
Cost increases due to labour hour restrictions in the logistics industry
Self-checkout and cashless options to address labour shortages
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 67 Supermarkets GBO Company Shares: % Value 2020-2024
Table 68 Supermarkets GBN Brand Shares: % Value 2021-2024
Table 69 Supermarkets LBN Brand Shares: Outlets 2021-2024
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Hypermarkets in Japan

KEY DATA FINDINGS

Shift to speciality stores leads to downward value trend for hypermarkets
AEON Group continues to lead hypermarkets
Restructuring for improved management efficiency
Improving apparel profits is key to future growth
Hypermarkets accelerate digital strategies
Accelerating efforts towards sustainability
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 74 Hypermarkets GBO Company Shares: % Value 2020-2024
Table 75 Hypermarkets GBN Brand Shares: % Value 2021-2024
Table 76 Hypermarkets LBN Brand Shares: Outlets 2021-2024
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Small Local Grocers in Japan

KEY DATA FINDINGS

Decline in store numbers and value sales continues
Revitalising and rebuilding shotengai (local shopping streets) is crucial
Demand for products from specialists helps limit decline
Urban and rural areas will remain unequal in shopping access
Enhancing appeal to inbound tourists to drive sales
New concepts and niches anticipated in small local grocers
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 81 Small Local Grocers GBO Company Shares: % Value 2020-2024
Table 82 Small Local Grocers GBN Brand Shares: % Value 2021-2024
Table 83 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

General Merchandise Stores in Japan

KEY DATA FINDINGS

Department stores thrives amidst yen depreciation and rising inbound demand
Trend-driven beauty strategy beyond price constraints
Variety stores differentiate through strengthened private label lines
Department stores to seize opportunities from growing inbound demand with emphasis on omnichannel strategy
Store-centric variety stores rely on consumer interaction for a competitive edge
@cosme’s unique strategy in beauty retail
Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 88 Sales in General Merchandise Stores by Channel: Value 2019-2024
Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
Table 90 General Merchandise Stores GBO Company Shares: % Value 2020-2024
Table 91 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029

Apparel and Footwear Specialists in Japan

KEY DATA FINDINGS

Store growth stalls as shift to online accelerates
Fast Retailing continues to grow, with a wide store presence
Competitive landscape intensifies within a fragmented channel; success in urban areas key to further growth
Demand from inbound tourists remains crucial for the future
Online shopping becomes more convenient, highlighting the need to consider offline value
Loyalty strategy key for cross-channel users, who shop both offline and online
Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Appliances and Electronics Specialists in Japan

KEY DATA FINDINGS

The wide presence of appliances and electronics specialists
Two types of appliances and electronics specialists in Japan
Competition in Ikebukuro
Shift to retail e-commerce likely to continue
The importance of offline retail set to endure
Strategic moves by Yamada Holdings
Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Home Products Specialists in Japan

KEY DATA FINDINGS

Growth driven by increased awareness of need for disaster preparedness
Nitori drives product range expansion with availability of appliances
Focusing on private label is essential for differentiation
Home product specialists transform into gathering spaces through events and experiences
Retail e-commerce and other channels pose a threat to home products specialists for sales of pet products
Addressing consumers concentrated in urban areas
Table 111 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 112 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 113 Sales in Home Products Specialists by Channel: Value 2019-2024
Table 114 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
Table 115 Home Products Specialists GBO Company Shares: % Value 2020-2024
Table 116 Home Products Specialists GBN Brand Shares: % Value 2021-2024
Table 117 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
Table 118 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 119 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 120 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
Table 121 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029

Health and Beauty Specialists in Japan

KEY DATA FINDINGS

Strong sales growth driven by store reopening as retail channels blur
Private label lines from health and beauty specialists embrace high added value
MatsukiyoCocokara & Co thrives thanks to recovery of inbound travel
Intensifying competition in the consolidating health and beauty specialists landscape
Evolving digital services in pharmacy dispensing
Femtech and femcare likely to be trends seen in health and beauty specialists
Table 122 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 123 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 124 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
Table 125 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
Table 126 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
Table 127 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
Table 128 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
Table 129 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 130 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 131 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
Table 132 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029

Vending in Japan

KEY DATA FINDINGS

Positive performance despite price increases
Coca-Cola leads with a strong loyalty programme and sustainable actions
Demand for vending rises to prevent heatstroke amidst extreme temperatures
Creating new value through experience offerings
The role of vending machines as social infrastructure
Partnerships formed to address labour shortages and leverage AI solutions
Table 133 Vending by Product: Value 2019-2024
Table 134 Vending by Product: % Value Growth 2019-2024
Table 135 Vending GBO Company Shares: % Value 2020-2024
Table 136 Vending GBN Brand Shares: % Value 2021-2024
Table 137 Vending Forecasts by Product: Value 2024-2029
Table 138 Vending Forecasts by Product: % Value Growth 2024-2029

Direct Selling in Japan

KEY DATA FINDINGS

Headwinds in direct selling and their impact on sales of supplements
Regulatory guidance to Amway, and efforts to enhance transparency
Yakult’s initiatives to strengthen community welfare programmes
Small players expected to be eliminated in direct selling
Addressing challenges of strengthened government regulations
Differentiation strategies through payment services and membership benefits
Table 139 Direct Selling by Product: Value 2019-2024
Table 140 Direct Selling by Product: % Value Growth 2019-2024
Table 141 Direct Selling GBO Company Shares: % Value 2020-2024
Table 142 Direct Selling GBN Brand Shares: % Value 2021-2024
Table 143 Direct Selling Forecasts by Product: Value 2024-2029
Table 144 Direct Selling Forecasts by Product: % Value Growth 2024-2029

Retail E-Commerce in Japan

KEY DATA FINDINGS

Growth slows with return to physical stores, yet shopping events drive sales
Amazon Japan leads retail e-commerce
TAO launches as Temu and other budget e-commerce platforms thrive
Diverse payment methods create seamless transactions
Logistics challenges persist – companies are taking action
Amazon and Docomo partnership intensifies ecosystem competition
Table 145 Retail E-Commerce by Channel: Value 2019-2024
Table 146 Retail E-Commerce by Channel: % Value Growth 2019-2024
Table 147 Retail E-Commerce by Product: Value 2019-2024
Table 148 Retail E-Commerce by Product: % Value Growth 2019-2024
Table 149 Retail E-Commerce GBO Company Shares: % Value 2020-2024
Table 150 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
Table 151 Forecast Retail E-Commerce by Channel: Value 2024-2029
Table 152 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
Table 153 Forecast Retail E-Commerce by Product: Value 2024-2029
Table 154 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029
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The following categories and subcategories are included:

Retail

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retail

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

See all of our definitions
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