Japan Deodorant Market Overview, 2029

Japan is the second-highest market in Asia Pacific, showing a high growth rate in the Deodorant industry. Japanese people don’t sweat as much or smell as bad as Westerners. That may sound weird, but Fun Fact: Japanese descendants have smaller pores than European descendants, meaning they biologically don’t sweat or smell as much as Europeans. Therefore, they don’t need deodorant as much as Westerners. As a result, Japanese people either don’t wear deodorant or use a light spray instead of a stick, meaning no stick deodorant in normal grocery stores. Deodorants are an absolute must all throughout the year, no matter the weather or season. There are different types of deodorants that you can get: roll-on, spray, lotion, sheets, and more. Japan’s main logistics and distribution point centers are in the countries’ major ports in Tokyo, Yokohama, Kobe, Osaka, and Fukuoka. Direct marketing in Japan includes mail order, telemarketing, direct response television and internet sales. Japan is the 5th largest direct selling market in the world, at $15.6 Billion in 2019, behind the United States, China, Korea and Germany. AEON, Seiyu, ITO-Yokado, Life Supermarket, Inageya, Maruetsu, Izumiya, Daiei, Tobu Store are the most popular super market in Japan.


According to the research report, "Japan Deodorant Market Overview, 2029,” published by Bonafide Research, the Japan Deodorant market is anticipated to add to more than USD 200 Million by 2024–29. Increasing demand for personal care products along with increasing female labor force participation is one of the key factors driving market growth. Additionally, the growing demand for novel and innovative fragrances and fragrance products among the crowd, especially millennials, is creating a positive outlook for the market. Various product innovations, such as the development of natural deodorants and aluminum-free deodorants, are driving further growth. These variants are made with organic ingredients like activated charcoal, baking soda, coconut oil, essential oils, and flower extracts and use aesthetically pleasing green packaging to attract a wider consumer base. Therefore, aggressive promotional activities by manufacturers via various social media platforms and the prevalence of e-commerce retail channels are also contributing to the market's growth. Other factors such as increasing consumer spending capacity and rapid urbanization across the globe are expected to continue to drive the market.

The Japanese cosmetic market is diverse, encompassing various product types such as sprays, roll-ons, creams, gels, sticks, wipes, and others. Sprays popular for their convenience and quick application. Innovations include multi-functional sprays that offer hydration, sun protection, and setting properties for makeup. Roll-ons are favored for their ease of use and portability. Recent advancements focus on eco-friendly packaging and formulations that combine skincare benefits with fragrance. Creams lead the market due to the cultural emphasis on skincare. Innovations include lightweight formulations that penetrate deeply, as well as creams that incorporate traditional Japanese ingredients like green tea and rice bran. Gels are gaining traction for their refreshing feel and lightweight texture. Innovations often feature water-based formulations that provide hydration without heaviness, appealing to the humid climate. Stick products are convenient for on-the-go applications. Innovations include multi-use sticks that serve as both skincare and makeup items, catering to the minimalist trend. Facial wipes are popular for their practicality. Innovations focus on biodegradable materials and formulations that are gentle yet effective for cleansing. Others includes niche products like serums and masks, which are increasingly incorporating advanced technology and natural ingredients.

The deodorant packaging market in Japan is characterized by three primary segments: metal, plastic, and others. Metal is leading the market, projected to account for 59.2% of the packaging share by 2024. Metal packaging, particularly aerosol cans, is favored for its durability and premium aesthetic. Innovations include lightweight aluminum cans that enhance portability and sustainability, appealing to environmentally conscious consumers. The sleek design of metal containers also contributes to brand differentiation on retail shelves, making them visually appealing to Japanese shoppers who value aesthetics. While not as dominant as metal, plastic packaging is significant due to its versatility and cost-effectiveness. Developments in this segment focus on eco-friendly materials, such as recycled plastics, to meet growing consumer demand for sustainability. Brands are increasingly adopting innovative designs that allow for easy dispensing and refillable options, enhancing accessibility. Others includes alternative packaging formats like sticks and roll-ons. Although these formats are less common, they cater to niche markets, particularly among consumers seeking specific application methods. Innovations in this segment often emphasize user-friendly designs and natural ingredients.

The men's deodorant segment is currently leading the market, driven by an increasing awareness of personal hygiene and grooming among men. This segment is particularly influenced by the rising participation of men in sports and physically demanding jobs, which heightens the need for effective odor protection. Brands are innovating with products that cater specifically to men's preferences, such as sport-focused formulations and long-lasting scents. The emphasis on functionality, such as sweat prevention and freshness, resonates well with male consumers, contributing to the segment's dominance. The women's segment is also significant but tends to focus more on fragrance and aesthetic appeal. Women often seek deodorants that not only provide odor protection but also enhance their overall beauty routine. Innovations in this category include natural and organic formulations, which align with the growing trend towards clean beauty. While this segment has a loyal consumer base, it faces stiff competition from men's products that increasingly incorporate feminine scents and packaging. Others category encompasses unisex products and specialized formulations targeting niche markets, such as sensitive skin or eco-conscious consumers. Although smaller, this segment is gaining traction as brands recognize the need for inclusivity and sustainability in their offerings.



Offline distribution channels dominate the Japanese deodorant market, accounting for a larger share of sales. This segment includes traditional retail outlets such as department stores, specialty shops, and convenience stores. Japanese consumers value the in-person shopping experience and the ability to physically examine products before making a purchase. Offline channels offer a wide range of deodorant products, allowing consumers to explore different brands, scents, and formulations. Brands often invest in eye-catching displays and promotional activities to attract customers and drive sales in offline retail spaces. The well-developed retail infrastructure in Japan, with a high density of stores, ensures that deodorant products are readily available across the country through offline channels. Online distribution is gaining traction in the Japanese deodorant market, driven by the increasing adoption of e-commerce and the convenience it offers. Consumers can easily browse and purchase deodorant products from the comfort of their homes, with a wide selection available on various online platforms. Major e-commerce players, such as Amazon and Rakuten, have dedicated sections for personal care products, including deodorants. Brands are also investing in their own online stores to provide a direct-to-consumer channel and offer exclusive products or promotions. The COVID-19 pandemic has further accelerated the growth of online sales, as consumers have become more accustomed to making purchases digitally. However, despite the growth, online distribution still accounts for a smaller share compared to offline channels in the Japanese deodorant market.


COVID-19 Impact on Deodorants Market
The outbreak of COVID-19 has affected the growth of the deodorant market negatively. Deodorant is a personal care hygiene product which helps to stops bacterial growth on the skin and keeps fresh. During the pandemic, deodorant is not considered as a necessary product; therefore, the demand for the deodorant has decreased during pandemic. The COVID-19 epidemic has forced the countries to impose lockdown, which has disrupted the distribution and supply chain. There was restriction on the export and import of deodorants as it was not an important product. The production method for new batches of deodorant had become a major challenge for the companies due to the limited availability of logistic issue, labor and disrupted raw material supply.
Considered in this report
• Geography: Japan
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Japan Deodorant market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Spray
• Roll on
• Gel
• Stick
• Creams
• Wipes
• Others

By Packing Materials
• Metal
• Plastic
• Others

By End User
• Men
• Women
• Others

By Distribution Channel
• Offline
• Online

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Deodorant industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.