TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Yen), 2003?08 20
Value analysis (Yen), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 34
Expenditure and consumption per capita 36
Chapter 4 Leading Company Profiles 39
Kao Corporation 39
Unilever 41
Chapter 5 Category Analysis: Bath & shower products 43
Value analysis (Yen), 2003?08 43
Value analysis (Yen), 2008?13 44
Value analysis (US dollars), 2003?08 46
Value analysis (US dollars), 2008?13 46
Volume analysis, 2003?08 48
Volume analysis, 2008?13 49
Company and brand share analysis 51
Distribution analysis 55
Expenditure and consumption per capita 57
Chapter 6 Category Analysis: Deodorants 60
Value analysis (Yen), 2003?08 60
Value analysis (Yen), 2008?13 61
Value analysis (US dollars), 2003?08 63
Value analysis (US dollars), 2008?13 64
Volume analysis, 2003?08 66
Volume analysis, 2008?13 67
Company and brand share analysis 69
Distribution analysis 72
Expenditure and consumption per capita 74
Chapter 7 Category Analysis: Soap 80
Value analysis (Yen), 2003?08 80
Value analysis (Yen), 2008?13 81
Value analysis (US dollars), 2003?08 83
Value analysis (US dollars), 2008?13 83
Volume analysis, 2003?08 85
Volume analysis, 2008?13 86
Company and brand share analysis 88
Distribution analysis 93
Expenditure and consumption per capita 95
Chapter 8 Country Comparison 98
Value 98
Volume 102
Market share 106
Chapter 9 PESTLE Analysis 107
Summary 107
Political analysis 108
Economic analysis 111
Social analysis 115
Technological analysis 119
Legal analysis 125
Environmental analysis 129
Chapter 10 New Product Development 133
Product launches over time 133
Recent product launches 135
Chapter 11 Macroeconomic Profile 136
Macroeconomic indicators 136
Chapter 12 Research Methodology 141
Methodology overview 141
Secondary research 142
Market modeling 143
Creating an initial data model 143
Revising the initial data model 143
Creating a final estimate 144
Creating demographic value splits 144
Primary research 144
Data finalization 145
Ongoing research 145
Chapter 13 APPENDIX 146
Future readings 146
How to contact experts in your industry 146
Disclaimer 146
LIST OF FIGURES
Figure 1: Japan personal hygiene value and value forecast, 2003?13 (JPYm, nominal prices) 22
Figure 2: Japan personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Japan personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Japan personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: Japan personal hygiene company share, by value, 2007?08 (%) 31
Figure 6: Japan personal hygiene distribution channels, by value, 2007?08 (%) 35
Figure 7: Japan bath & shower products value and value forecast, 2003?13 (JPYm, nominal prices) 45
Figure 8: Japan bath & shower products category growth comparison, by value, 2003?13 47
Figure 9: Japan bath & shower products volume and volume forecast, 2003?13 (units, million) 50
Figure 10: Japan bath & shower products category growth comparison, by volume, 2003?13 50
Figure 11: Japan bath & shower products company share, by value, 2007?08 (%) 53
Figure 12: Japan bath & shower products distribution channels, by value, 2007?08 (%) 56
Figure 13: Japan deodorants value and value forecast, 2003?13 (JPYm, nominal prices) 62
Figure 14: Japan deodorants category growth comparison, by value, 2003?13 65
Figure 15: Japan deodorants volume and volume forecast, 2003?13 (units, million) 68
Figure 16: Japan deodorants category growth comparison, by volume, 2003?13 68
Figure 17: Japan deodorants company share, by value, 2007?08 (%) 70
Figure 18: Japan deodorants distribution channels, by value, 2007?08 (%) 73
Figure 19: Japan soap value and value forecast, 2003?13 (JPYm, nominal prices) 82
Figure 20: Japan soap category growth comparison, by value, 2003?13 84
Figure 21: Japan soap volume and volume forecast, 2003?13 (units, million) 87
Figure 22: Japan soap category growth comparison, by volume, 2003?13 87
Figure 23: Japan soap company share, by value, 2007?08 (%) 90
Figure 24: Japan soap distribution channels, by value, 2007?08 (%) 94
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 99
Figure 26: Global personal hygiene market value, 2003–08, top five countries 101
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 103
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 105
Figure 29: Annual data review process 142
LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Japan personal hygiene value, 2003?08 (JPYm, nominal prices) 20
Table 4: Japan personal hygiene value forecast, 2008?13 (JPYm, nominal prices) 21
Table 5: Japan personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Japan personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Japan personal hygiene volume, 2003?08 (units, million) 25
Table 8: Japan personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Japan personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: Japan personal hygiene value, by brand 2007?08 (JPYm, nominal prices) 30
Table 11: Japan personal hygiene company share by value, 2007?08 (%) 32
Table 12: Japan personal hygiene value, by company, 2007?08 (JPYm, nominal prices) 33
Table 13: Japan personal hygiene distribution channels, by value, 2007?08 (%) 34
Table 14: Japan personal hygiene value, by distribution channel, 2007?08 (JPYm, nominal prices) 34
Table 15: Japan personal hygiene expenditure per capita, 2003?08 (JPY, nominal prices) 36
Table 16: Japan personal hygiene forecast expenditure per capita, 2008?13 (JPY, nominal prices) 36
Table 17: Japan personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 37
Table 18: Japan personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 37
Table 19: Japan personal hygiene consumption per capita, 2003?08 (units) 38
Table 20: Japan personal hygiene forecast consumption per capita, 2008?13 (units) 38
Table 21: Kao Corporation key facts 39
Table 22: Unilever key facts 41
Table 23: Japan bath & shower products value, 2003?08 (JPYm, nominal prices) 43
Table 24: Japan bath & shower products value forecast, 2008?13 (JPYm, nominal prices) 44
Table 25: Japan bath & shower products value, 2003?08 ($m, nominal prices) 46
Table 26: Japan bath & shower products value forecast, 2008?13 ($m, nominal prices) 46
Table 27: Japan bath & shower products volume, 2003?08 (units, million) 48
Table 28: Japan bath & shower products volume forecast, 2008?13 (units, million) 49
Table 29: Japan bath & shower products brand share, by value, 2007?08 (%) 51
Table 30: Japan bath & shower products value, by brand 2007?08 (JPYm, nominal prices) 52
Table 31: Japan bath & shower products company share by value, 2007?08 (%) 54
Table 32: Japan bath & shower products value, by company, 2007?08 (JPYm, nominal prices) 54
Table 33: Japan bath & shower products distribution channels, by value, 2007?08 (%) 55
Table 34: Japan bath & shower products value, by distribution channel, 2007?08 (JPYm, nominal prices) 55
Table 35: Japan bath & shower products expenditure per capita, 2003?08 (JPY, nominal prices) 57
Table 36: Japan bath & shower products forecast expenditure per capita, 2008?13 (JPY, nominal prices) 57
Table 37: Japan bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 58
Table 38: Japan bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 58
Table 39: Japan bath & shower products consumption per capita, 2003?08 (units) 59
Table 40: Japan bath & shower products forecast consumption per capita, 2008?13 (units) 59
Table 41: Japan deodorants value, 2003?08 (JPYm, nominal prices) 60
Table 42: Japan deodorants value forecast, 2008?13 (JPYm, nominal prices) 61
Table 43: Japan deodorants value, 2003?08 ($m, nominal prices) 63
Table 44: Japan deodorants value forecast, 2008?13 ($m, nominal prices) 64
Table 45: Japan deodorants volume, 2003?08 (units, million) 66
Table 46: Japan deodorants volume forecast, 2008?13 (units, million) 67
Table 47: Japan deodorants brand share, by value, 2007?08 (%) 69
Table 48: Japan deodorants value, by brand 2007?08 (JPYm, nominal prices) 69
Table 49: Japan deodorants company share by value, 2007?08 (%) 71
Table 50: Japan deodorants value, by company, 2007?08 (JPYm, nominal prices) 71
Table 51: Japan deodorants distribution channels, by value, 2007?08 (%) 72
Table 52: Japan deodorants value, by distribution channel, 2007?08 (JPYm, nominal prices) 72
Table 53: Japan deodorants expenditure per capita, 2003?08 (JPY, nominal prices) 74
Table 54: Japan deodorants forecast expenditure per capita, 2008?13 (JPY, nominal prices) 75
Table 55: Japan deodorants expenditure per capita, 2003?08 ($, nominal prices) 76
Table 56: Japan deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 77
Table 57: Japan deodorants consumption per capita, 2003?08 (units) 78
Table 58: Japan deodorants forecast consumption per capita, 2008?13 (units) 79
Table 59: Japan soap value, 2003?08 (JPYm, nominal prices) 80
Table 60: Japan soap value forecast, 2008?13 (JPYm, nominal prices) 81
Table 61: Japan soap value, 2003?08 ($m, nominal prices) 83
Table 62: Japan soap value forecast, 2008?13 ($m, nominal prices) 83
Table 63: Japan soap volume, 2003?08 (units, million) 85
Table 64: Japan soap volume forecast, 2008?13 (units, million) 86
Table 65: Japan soap brand share, by value, 2007?08 (%) 88
Table 66: Japan soap value, by brand 2007?08 (JPYm, nominal prices) 89
Table 67: Japan soap company share by value, 2007?08 (%) 91
Table 68: Japan soap value, by company, 2007?08 (JPYm, nominal prices) 92
Table 69: Japan soap distribution channels, by value, 2007?08 (%) 93
Table 70: Japan soap value, by distribution channel, 2007?08 (JPYm, nominal prices) 93
Table 71: Japan soap expenditure per capita, 2003?08 (JPY, nominal prices) 95
Table 72: Japan soap forecast expenditure per capita, 2008?13 (JPY, nominal prices) 95
Table 73: Japan soap expenditure per capita, 2003?08 ($, nominal prices) 96
Table 74: Japan soap forecast expenditure per capita, 2008?13 ($, nominal prices) 96
Table 75: Japan soap consumption per capita, 2003?08 (units) 97
Table 76: Japan soap forecast consumption per capita, 2008?13 (units) 97
Table 77: Global personal hygiene market value, 2008 98
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 101
Table 79: Global personal hygiene market volume, 2008 102
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 105
Table 81: Leading players, top five countries 106
Table 82: Analysis of Japan’s Political landscape 108
Table 83: Analysis of Japan’s economy 111
Table 84: Analysis of Japan’s social system 115
Table 85: Analysis of Japan’s technology landscape 119
Table 86: Average annual salaries for researchers across countries 121
Table 87: Japan’s R&D expenditure 122
Table 88: R&D personnel in Japan, 2002–12 124
Table 89: Analysis of Japan’s legal landscape 125
Table 90: Analysis of Japan’s environmental landscape 129
Table 91: Japan personal hygiene new product launches reports, by company (top five companies), 2008 133
Table 92: Japan personal hygiene new product launches SKUs, by company (top five companies), 2008 133
Table 93: Japan personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 134
Table 94: Japan personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 134
Table 95: Japan personal hygiene new product launches (reports), by package tags or claims (top 10 claims), 2008 135
Table 96: Japan personal hygiene new product launches (reports) - Recent five launches (2008) 135
Table 97: Japan population, by age group, 2003?08 (millions) 136
Table 98: Japan population forecast, by age group, 2008?13 (millions) 137
Table 99: Japan population, by gender, 2003?08 (millions) 137
Table 100: Japan population forecast, by gender, 2008?13 (millions) 138
Table 101: Japan nominal GDP, 2003?08 (JPYbn, nominal prices) 138
Table 102: Japan nominal GDP forecast, 2008?13 (JPYbn, nominal prices) 138
Table 103: Japan real GDP, 2003?08 (JPYbn, 2000 prices) 139
Table 104: Japan real GDP forecast, 2008?13 (JPYbn, 2000 prices) 139
Table 105: Japan real GDP, 2003?08 ($bn, 2000 prices) 139
Table 106: Japan real GDP forecast, 2008?13 ($bn, 2000 prices) 140
Table 107: Japan consumer price index, 2003?08 (2000=100) 140
Table 108: Japan consumer price index, 2008?13 (2000=100) 140
