The Soap Segment in Japan registered a Market volume of 155.78 million units in 2025
The indicator recorded a historical growth (CAGR) of 0.56% between 2022 to 2025, and is expected to grow by...
GlobalData projects the indicator to grow at a CAGR of...
Market volume of Soap market in Japan recorded a double-digit YoY growth in 2021
Market volume of Soap market in Japan recorded a significant growth between 2018-2021.
The personal hygiene market consists of retail sale of anti-perspirants and deodorants, bath & shower products, and soap. Soap includes both bar soap and liquid soaps. Market volume is defined as the total number of transactions.
Five forces analysis
The personal hygiene market will be analyzed taking manufacturers of personal hygiene products as players. The key buyers will be taken as retailers of personal hygiene products such as supermarkets and convenience stores, and suppliers of packaging and raw materials such as surfactants, biofuels (e.g. palm oil), and aluminum salts as the key suppliers.
The market is well developed with many players selling similar products. In terms of rivalry, players in the personal hygiene market face high operating and exit costs; however, it is tempered by a high degree of product and geographical diversification.
Switching costs for buyers in the market are low. As such, major market players have established strong brands that retailers are compelled to stock in order to meet customers' demands. With high disposable incomes, Japanese consumers tend to seek products for luxury rather than solely practical use. There is a preference in Japan for personal hygiene items that provide additional experiences, such as premium scents and textures.
Suppliers tend to be large organizations and are able to leverage economies of scale in order to boost their position in the market. Moreover, quality raw materials are important to players in this market. That said, market players can sometimes source alternatives to certain ingredients, and backward integration is not unheard of – these factors limit supplier power.
Competitive landscape
The Japanese personal hygiene market has experienced a strong value growth and moderate volume growth in recent years. Kao corporaation is the leading player in the sector in value terms, while Lion Corp and Unilever accounted for second and third largest value shares, respectively, in 2020.
Switzerland
United States of America
France
Netherlands
United States of America
China
China
South Korea
China
Don’t wait - discover a universe of connected data & insights with your next search. Browse over 28M data points across 22 industries.
Access more premium companies when you subscribe to Explorer