The bags and luggage market in Japan is experiencing significant growth driven by luxury brands and functional products, with a growth rate of 0.9% in retail volume and 6% in retail value in 2025, reaching JPY2,052 billion. This growth can be attributed to polarisation, with affluent consumers gravitating towards luxury brands and mass-market players focusing on functionality and value for money. The category is expected to continue growing, driven by the increasing number of high-net-worth ind

Japan's personal accessories market experienced strong growth in 2025, driven by inbound tourism and market polarisation, with a retail value of JPY4,879 billion, representing a 4% growth from the previous year. The market is expected to maintain solid but slowing growth over the forecast period, with a CAGR of 4% to reach JPY5,968 billion by 2030. The growing affluent local population, with 174,000 high-net-worth individuals (HNWIs) in 2025, is driving demand for luxury personal accessories. To

The Japanese jewellery market demonstrated resilience in 2025, with a 2% growth rate to JPY1,243 billion, driven by affluent consumers who view jewellery as both a luxury item and an investment. This growth is expected to continue, with a projected CAGR of 3% to JPY1,411 billion by 2030, driven by the increasing number of HNWIs and younger generations' interest in ethical and luxury jewellery. The market remains dominated by luxury brands, with a focus on experiential retail and personalised ser

Japan's writing instruments market is characterised by contrasting forces, with demographic challenges suppressing volume sales and value-added innovation driving consumer engagement. Despite a decline of 0.6% in retail volume in 2025, the category is expected to grow at a CAGR of 2% to JPY198 billion by 2030, driven by inbound tourism and niche segments. The market's attractiveness lies in its potential for value-added innovations and the appeal of Japanese writing instruments to international

The traditional and connected watches market in Japan is characterised by a mix of luxury appeal and modern technological functionality. Despite a slowdown in retail volume sales in 2025, the category saw steady growth in value terms, driven by continued unit price increases in traditional watches and a growing affluent consumer base. The resale and rental channels are gaining traction, particularly among inbound tourists who favour pre-owned luxury watches for their value and authenticity. As t

Japan’s packaging market was marked by rapid adoption of pack type formats like paper-based cartons, flexible pouches, refill packs and mini or portion-controlled sizes across food, beverage, beauty, home care and pet food categories in 2024. Sustainability and consumer demand for convenience and waste reduction were key drivers, with brands such as Kao, Lion, Suntory, Unicharm, KOSÉ, Shiseido and Muji leading innovations in bio-based plastics, refillable systems and flexible paper or aluminium

Hosiery in Japan is characterised by maturity and slow growth, with a 1% increase in retail current value terms in 2025, reaching JPY403 billion. Despite sluggish growth, the category remains attractive due to its potential for innovation and character collaborations. The dominance of non-sheer hosiery in value terms, and the continued value growth of sheer hosiery driven by innovations and collaborations, indicate opportunities. Brands that focus on functionality, self-expression, and health be

Jeans in Japan experienced continued retail value growth momentum in 2025, driven by market polarisation, and evolving lifestyle needs. The rebound in inbound travel boosted demand for high-quality, culturally rooted Japanese denim, while the casualisation of workwear expanded the occasions for wearing jeans. As a result, premium brands focused on delivering value beyond price by emphasising artisanal craftsmanship, heritage storytelling, and immersive brand experiences. With a forecast CAGR of

Sportswear in Japan performed strongly in 2025, with retail value sales rising by 4% to reach JPY1,777 billion, driven by its versatility beyond athletic use and major sporting events. Sales are expected to continue growing, driven by new brands, sustainability efforts, and technological innovation. Key players like adidas and Nike maintain their dominance, but emerging brands are gaining traction. Offline retail remains the leading distribution channel, although e-commerce is growing, with new

Womenswear in Japan experienced retail value growth in 2025, driven by the increasing demand for professional attire among the employed female population, which rose to 31.2 million in 2025. The category was also shaped by technological advancements, particularly in functional textiles, and the growing importance of sustainability. With consumer expenditure expected to grow at a CAGR of 2% to JPY3,796 billion in 2030, brands that adopt innovative strategies and leverage technological advancement

Menswear in Japan demonstrated resilience in 2025, with 3% growth in retail current value terms to reach JPY2,170 billion, driven by the increasing demand for comfort and functionality. Sales are expected to continue growing, with a forecast CAGR of 2% to reach JPY2,369 billion by 2030. Key trends shaping the category include the casualisation of workplace norms, advancements in textile technology, and the influence of inbound tourism. Brands that focus on quality, functionality, and experientia

Footwear in Japan is characterised by a strong focus on comfort, functionality, and innovation, driven by consumer demand for high-quality products. In 2025, retail value sales reached JPY1,331 billion, representing growth of 3% from 2024, with men's footwear being the largest category and also seeing the strongest growth. Sales are expected to continue growing, driven by the ageing population and increasing demand for functional and comfortable footwear, with retail sales forecast to reach JPY1

In 2025, childrenswear in Japan experienced retail value growth despite the resale and rental trend, with inbound tourism boosting sales of premium products. The category is characterised by a competitive landscape dominated by major retailers, with a focus on value-added innovation, functionality, safety, and comfort. Despite demographic challenges such as a declining birth rate, brands are sustaining growth through strategic collaborations and innovative product design. Childrenswear is foreca

Apparel and footwear in Japan demonstrated resilience in 2025, with 3% retail current value growth, reaching JPY8,489 billion, driven by inbound tourism and experience-driven retail. Tech innovation is reshaping apparel and footwear. With the extreme summer heat brands are launching advanced materials and product innovations that emphasise breathability, UV protection, and moisture control. Growth is set to continue, with a forecast retail current value CAGR of 2% over the next five years, reach

Apparel accessories in Japan is characterised by notable polarisation, with both the luxury and affordable segments driving value growth, resulting in a 1% growth in retail volume terms and 2% growth in retail current value terms in 2025. Sales are being driven by the increasing demand for functional and practical accessories that support daily comfort and climate adaptation. To succeed in this market, brands need to focus on developing innovative products using advanced textiles, such as moistu

Personal care appliances is experiencing a significant shift towards premiumisation in Japan, driven by consumers' willingness to invest in health and beauty. Despite a 1% decline in retail volume to 29.8 million units in 2025 personal care appliances saw growth in value sales. The average unit price of hair dryers doubled over the 10 years from 2014 to 2024, with brands like Panasonic introducing new value propositions such as the Nanocare Ultimate hair dryer, priced over JPY80,000. The premium

Large cooking appliances experienced a challenging year in Japan in 2025, with a decline in retail volume driven by a decrease in new housing starts and cautious consumer spending. Despite this, large cooking appliances saw growth in value terms due to a shift towards premium products, particularly in built-in hobs and ovens. The trend towards premiumisation is expected to continue, driven by consumer demand for innovative features and designs. Manufacturers are focusing on developing products w

Refrigeration appliances saw 1% decline in retail volume in Japan in 2025, to 4.1 million units. Meanwhile, retail value stood at JPY477 billion. Despite the saturated market, consumers continue to seek advanced features and energy efficiency, driving demand for innovative products. The freezer segment is helping to sustain value sales, thanks to the demand for convenient food solutions - particularly among dual-income households and families with children. To succeed, brands should focus on con

Home laundry appliances is undergoing a shift in Japan with the introduction of affordable front-loading drum-type washer dryers, impacting consumer preferences and market dynamics. Retail volume sales fell by 1% in 2025, while retail value sales were flat in current terms and declined by 3% at constant 2025 prices, indicating a shift towards more affordable options. The development of home laundry appliances is being driven by trends such as multi-functionality, compact design and energy effici

Dishwashers experienced solid growth in Japan in 2025, driven by the increasing demand for convenience, particularly among dual-income households with children. Built-in dishwashers continued to dominate, with a retail volume of 613,000 units - significantly higher than freestanding dishwashers. With a household penetration rate expected to rise from 16% in 2025 to 18% in 2030, dishwashers presents opportunities for further growth fuelled by ongoing educational efforts and the adoption of smart

Vacuum cleaners experienced a decline in retail volume and value in 2025. Volume sales fell 3% to 6.3 million units, while value dropped by 2% in current terms to reach JPY209 billion. Despite this downturn, the landscape remains competitive, driven by the continuous refinement of products from major brands like Hitachi and Panasonic and emerging brands such as Shark. The forecast growth in value terms, with retail sales expected to increase at a current value CAGR of 1% to JPY217 billion by 203

A microwave is considered an essential appliance in many households in Japan. However, while overall demand remains stable, household finances can influence the price point consumers are willing to pay. According to the Ministry of Health, Labour and Welfare, real wages at Japanese businesses with five or more employees declined by 1% in 2022, 2.5% in 2023, and 0.3% in 2024. Inflation and the weakening yen have continued, but wage increases have not kept pace. As a result, many households are st

Small cooking appliances experienced a decline in sales volume in Japan in 2025, with a retail volume of 20 million units representing a 2% decline from the previous year. Despite this, retail value sales remained relatively stable in current terms, at JPY323 billion, indicating a shift towards higher-priced products. This trend is expected to continue, with retail sales forecast to increase at a current value CAGR of 1% to JPY337 billion by 2030. Small cooking appliances’ attractiveness is bein

Food preparation appliances saw growth in Japan in 2025, driven primarily by blenders. Ninja's innovative products and strong marketing efforts were key drivers of this growth, appealing to time-pressed consumers seeking health and time-saving benefits. The market is expected to continue evolving, with a focus on convenience, health, and innovation. Retail e-commerce is anticipated to remain a significant distribution channel due to its convenience and competitive pricing. As consumers seek mult