Japan Dry Shampoo Market Size, Share & Industry Trends Analysis Report By Function (Anti-Dandruff, Color Protection, Hair Loss Protection, and Others), By Distribution Channel, By End User, By Type, Growth Forecast, 2023 - 2030

The Japan Dry Shampoo Market size is expected to reach $394.8 million by 2030, rising at a market growth of 7.5% CAGR during the forecast period. In the year 2022, the market attained a volume of 12,291.9 thousand units (100 ml) experiencing a growth of 7.6% (2019-2022).

The dry shampoo market in Japan is experiencing a notable surge in popularity, reflecting a shift in consumer preferences and grooming habits. Shaped by cultural influences, urban lifestyles, and an increasing awareness of sustainability, the industry is marked by innovation and a growing acceptance of dry shampoo as an essential personal care product.

A key driver in the Japanese dry shampoo market is the fast-paced urban lifestyle that characterizes many metropolitan areas. With hectic schedules and a focus on efficiency, consumers turn to dry shampoo as a convenient solution to extend the time between traditional hair washes. The time-saving aspect of dry shampoo aligns with the demands of modern life, making it a practical and valued addition to daily grooming routines.

Cultural factors also play an important role in adopting dry shampoo in Japan. The Japanese beauty and grooming industry strongly emphasizes cleanliness and hygiene. However, traditional daily hair washing can be time-consuming, and the cultural expectation for well-groomed appearances has led to the embrace of dry shampoo as a quick and effective way to maintain fresh-looking hair between washes. Reducing water consumption and raising awareness of environmental sustainability have become more pressing issues in recent years. The popularity of dry shampoo as an environmentally responsible substitute for regular hair washing has increased due to this trend.

The cosmetics and personal care product industry in Japan is integral to the dynamic dry shampoo market. Positioned as a convenient and time-saving alternative, dry shampoos thrive within this industry, catering to consumers seeking efficient hair care solutions. Physical and online beauty retailers serve a crucial function in facilitating the accessibility of these products to a wide range of consumers.

The International Trade Administration mentions Japan is the world's third-largest cosmetics and personal care product industry, with an approximate valuation of USD 35 billion in 2019, as the Ministry of Economy, Trade, and Business (METI) reported. Approximately 3,000 beauty care businesses, including international names like Shiseido, Kao, Kose, and Pola Orbis, are based in Japan. In 2020, despite the COVID-19 crisis, cosmetics companies and brands adopting the D2C model have enjoyed considerable sales increases. The model has allowed companies to adapt to consumer needs and develop personalized products. This business model is prevalent among Millennials and Generation Z consumers. The cosmetics and personal care sector drives innovation, responds to evolving grooming trends, and contributes significantly to the popularity and diverse offerings within Japan's flourishing dry shampoo market.

Market Trends

Rising interest in hair health

In Japan, the dry shampoo market is witnessing a significant shift as consumers display a growing interest in hair health, marking a departure from traditional grooming practices. This trend reflects an evolving awareness among Japanese consumers who seek convenience and prioritize the overall well-being of their hair. As urban lifestyles become more hectic, the demand for time-efficient solutions like dry shampoo has risen; however, what sets the Japanese industry apart is the concurrent emphasis on maintaining and enhancing the health of one's hair.

The rising interest in hair health is attributed to a cultural appreciation for meticulous grooming and a focus on quality over quantity. Japanese consumers are increasingly discerning about the products they use on their hair, recognizing that hair health is integral to overall aesthetics. Dry shampoo, once primarily associated with quick fixes, is now being reformulated to align with these changing preferences. Brands incorporate nourishing ingredients such as botanical extracts, vitamins, and minerals, transitioning dry shampoo from an oil-absorbing product to a comprehensive hair care solution.

The desire for healthy hair influences purchasing decisions, with consumers actively seeking products that promote shine, strength, and manageability. Brands that offer these benefits while maintaining the convenience of dry shampoo are gaining favor among Japanese consumers. The dry shampoo market in Japan is currently experiencing a convergence of contemporary convenience and traditional values. This trend is characterized by consumers seeking simple grooming products to integrate into their daily lives without compromising on quality. The trend towards hair health is not merely a fleeting preference but reflects a cultural shift towards mindful and purposeful beauty practices.

Thus, cultural aesthetics is pivotal in shaping the perception of healthy hair. The Japanese appreciation for smooth, silky, and well-maintained hair aligns with the qualities that consumers seek in dry shampoo formulations. In response, brands are incorporating ingredients that contribute to their products' intended texture and appearance, thereby ensuring that the utilization of dry shampoo is consistent with societal standards of beauty.

Inclusive marketing and diverse representation

The dry shampoo market in Japan is undergoing a transformative phase of inclusive marketing and a commitment to diverse representation. This trend represents a departure from conventional beauty standards, reflecting a societal shift towards embracing diversity and celebrating individuality. Dry shampoo brands increasingly recognize the importance of inclusivity in product formulations and how they portray and communicate with their target audience.

Historically, the beauty industry in Japan has been characterized by a certain homogeneity in its representations of idealized beauty, often overlooking the diversity of hair types, textures, and styles that exist among the Japanese population. However, as societal attitudes evolve and consumers demand authenticity, the dry shampoo market responds with campaigns and messaging that embrace a more inclusive narrative.

Inclusive marketing in the context of dry shampoo extends beyond merely showcasing a variety of hair types; it encapsulates a holistic representation of Japanese consumers' diverse lifestyles, identities, and backgrounds. Brands are moving away from one-size-fits-all approaches to highlight the versatility of dry shampoo for people with different hair needs and preferences. This approach resonates with a contemporary audience that values authenticity and seeks products that cater to their unique characteristics. Therefore, inclusive marketing extends to acknowledging cultural diversity within Japan. Recognizing that different regions and communities have unique hair care needs, brands are tailoring their messaging to resonate with a broader spectrum of consumers. This approach aligns with the societal shift towards appreciating and celebrating the richness of Japan's diverse cultural tapestry.

Competition Analysis

The dry shampoo market in Japan is characterized by intense competition, as both established players and innovative newcomers vie for consumer attention in this dynamic segment. Key players such as Kao Corporation, Shiseido Company, and Hoyu Co., Ltd. have long been influential in shaping beauty trends in Japan. They are leveraging their expertise to dominate the dry shampoo landscape.

Kao Corporation, a powerhouse in the Japanese beauty and personal care industry, has a strong presence in the dry shampoo market with its renowned brand, "Kao Essential." Shiseido Company, a global giant in the beauty sector, has strategically entered the dry shampoo market, capitalizing on its reputation for innovation and quality. The company's dry shampoo offerings, under various brands such as "SENKA," emphasize convenience and the incorporation of beneficial ingredients that align with the Japanese consumer's focus on holistic hair care.

Hoyu Co., Ltd., a major hair color and care industry player, has expanded its portfolio to include dry shampoos under the "Bigen" brand. Leveraging its expertise in hair care, the company provides Japanese consumers with options that cater to various hair types and preferences. The established trust in the Bigen brand, known for hair color products, enhances the credibility of its dry shampoo offerings in the competitive industry. Private-label and store brands from major retailers like Matsumoto Kiyoshi and Don Quijote contribute to the competitive landscape by offering budget-friendly alternatives in Japan. These products often compete based on price and accessibility, attracting cost-conscious consumers without compromising quality.

In addition to these industry giants, new and niche players are making strides in the Japanese dry shampoo market. Brands like "Liese" by Kao, known for its innovative foam-based dry shampoos, have disrupted traditional norms, offering Japanese consumers unique and user-friendly alternatives. E-commerce sites such as Amazon Japan have developed into competitive arenas for well-known and up-and-coming companies, giving customers convenient access to a wide choice of dry shampoo products. This online presence is particularly significant as consumers, especially in the COVID-19 pandemic, increasingly turn to digital platforms for their beauty needs.

List of Key Companies Profiled (Global Leaders)

• Unilever PLC
• Henkel AG & Company, KGaA
• The Procter and Gamble Company
• Kao Corporation
• L'Oreal S.A.
• The Estee Lauder Companies, Inc.
• Coty, Inc.
• Revlon, Inc. (MacAndrews & Forbes)
• Church and Dwight Co., Inc
• Shiseido Company Limited

Japan Dry Shampoo Market Report Segmentation

By Function

• Anti-Dandruff
• Color Protection
• Hair Loss Protection
• Others

By Distribution Channel

• Departmental Store & Supermarkets
• Pharmacies
• Online Stores
• Others

By End User

• Women
• Men
• Children

By Type

• Powder Form & Others
• Spray Form