Japan toiletries & cosmetics: Market snapshot: Sales trends in major categories

Research evidence excerpt

Japan toiletries & cosmetics: Market snapshot: Sales trends in major categories

Global Markets Research

Japan toiletries & cosmetics 30 June 2026

EQUITY: JAPAN TOILETRIES & COSMETICS

Market snapshot: Sales trends in major categories Research Analysts

Japan toiletries & cosmetics

Some rush demand, but we see no major impact Yuji Ohana - NSC

yuji.ohana@nomura.com

Analysis of sales trends for daily necessities in Japan +81-3-6703-1143

In this report, we have analyzed sales trends (sell-out) for major daily necessity categories

at drugstores in May 2026 using True Data's [4416] Dolphin Eye statistical data service

and compiled the results of our analysis in exhibit form. The exhibits show y-y changes in

sales value per store, unit sales (number of items sold), and average selling prices, as

well as the y-y change in sales value for the company with the top sales share in each

category.

Rise in fabric care prices again at top of list in May

Sales value increased y-y in 19 of the 23 categories included in the data in May 2026. The

strongest growth was for insecticides (up 15.6%), followed by food wrap and wrapping

films (up 11.6%) and synthetic laundry detergent (up 10.3%). Insecticides and wrap

benefited from higher volumes, while synthetic laundry detergent benefited from higher

selling prices. Insecticide producer Earth [4985], which has the top share of the market, is

looking to increase sales volumes rather than prices this fiscal year. Meanwhile, wrap

products look to have gained a boost from rush demand in anticipation of price hikes, and

laundry detergents look to have benefited from curbs on rebates and expanded sales of

large-sized packages. Meanwhile, the categories with the weakest growth were, in order,