Hair care is predicted to decline marginally and sales volume of daily necessities, such as shampoos and conditioners, are expected to drop; whilst the trend of black hair and natural hairstyles have also hampered the sales of colourants and styling agents.
According to research from Canadean, hair colorants and shampoo are the two largest areas of the Japanese hair care market, both by volume share and value share.
While Hair Colorants is the largest category at the moment, Styling Agents is expected to close the gap over the next five years and is expected to grow at 3.4 per cent annually, ahead of Hair Colorants at 3.3 per cent, while Shampoo races ahead at 3.6 per cent.
Hair Colorants had the largest share of the sector in 2012, with value and volume shares of 31.7 and 31.6 per cent respectively.
“Despite the maintenance and care coloured hair needs, the Hair Colorants and Conditioner categories will record the slowest growth of any category within Japan’s hair care sector,” says Canadean.
Research firm Euromonitor's data shows that shampoos in Japan have declined by almost 4 per cent in 2012 and have been in decline since 2007 with the only exception being 2010.
The analyst also suggested that with moderate restriction on air conditioner use meaning 2012’s summer was more comfortable than in 2011, consumers reduced their frequency of taking showers, hitting shampoo sales hard.
“Additionally, the continued trend for natural hair styles reduced the demand for styling agents in 2012. Although non-silicon shampoos gradually increased in presence at retail stores, volume sales remained marginal and did not have enough of an impact necessary to drive up sales of hair care as a whole in 2012."
Kao was the leading player of hair care in 2012, with Asience as its top selling brand promoted by both Japanese and other Asian models to portray the global standard in Asian beauty.
In 2012, popular actresses and models, Sumire and Chang Chun Ning appeared in a television commercial to promote the brand. Despite overall decline in hair care, Kao managed to maintain its leading position over the review period.