Maturity of the Domestic Cosmetics Market, Population Decline and Intensifying Competition
First written in FY2016. 4 of 15 entries say "Mitigated", first in FY2024-Q1. Latest entry: FY2026.
Ivy Cosmetics moved to the "Worse" side of this theme in 2021, 1 year before the typical company in this theme (2022).
The whole theme swung hardest in 2021: 3 of 8 companies on the "Worse" side.
1 other company's latest entry also says "Other".
- FY2026Slight growth in the cosmetics market alongside a shrinking direct-sales marketAnnual report
「The cosmetics industry, with the impact of the COVID-19 pandemic having eased, has shown signs of gradual recovery, and annual cosmetics sales in 2025 increased 1.2% year on year, based on figures compiled from the Ministry of Economy, Trade and Industry's Current Survey of Production. In the direct-sales cosmetics market, cross-channel expansion is growing and accelerating, and competition among companies is intensifying. In the direct-sales industry, which is centered on person-to-person services, the market is trending downward due to changes in sales activities accompanying changes in lifestyles and customer attrition.」
While the overall cosmetics market recovered, growing 1.2% year on year, the direct-sales market is trending downward due to intensifying competition, lifestyle changes and customer attrition. - FY2026-H1MitigatedAnnual report
「The Company believes that cosmetics demand is gradually recovering. It also believes that its operating environment is gradually improving, as conditions for holding various training sessions and seminars have become more favorable.」
Recognizes the recovery in cosmetics demand and improvement in conditions for holding training sessions and seminars, indicating that previous concerns about the market environment are easing. - FY2025Recovery in the cosmetics market alongside contraction in the direct-sales marketAnnual report
「The cosmetics industry has shown signs of gradual recovery, and annual cosmetics sales in 2024 increased 7.3% year on year, based on figures compiled from the Ministry of Economy, Trade and Industry's Current Survey of Production. In the direct-sales cosmetics market, cross-channel expansion is growing and accelerating, and competition among companies is intensifying. In the direct-sales industry, which is centered on person-to-person services, the market is trending downward due to changes in sales activities accompanying changes in lifestyles and customer attrition.」
While the overall cosmetics market recovered, growing 7.3% year on year, the direct-sales market is trending downward due to intensifying competition, lifestyle changes and customer attrition. - FY2025-H1WorsenedAnnual report
「Even viewed across the cosmetics industry as a whole, demand has remained at slight growth or flat levels during the recovery.」
While expecting demand to recover following the change in infectious disease classification, states that overall cosmetics industry demand has remained limited to slight growth or flat levels. - FY2024Recovery in the cosmetics market alongside contraction in the direct-sales marketAnnual report
「The cosmetics industry, with the impact of the COVID-19 pandemic having eased, has shown signs of gradual recovery, and annual cosmetics sales in 2023 increased 3% year on year, based on trends reported in the Ministry of Economy, Trade and Industry's Current Survey of Production. In the direct-sales cosmetics market, cross-channel expansion is growing and accelerating, and competition among companies is intensifying. In the direct-sales industry, which is centered on person-to-person services, the market is trending downward due to changes in sales activities accompanying changes in lifestyles and customer attrition.」
While the overall cosmetics market recovered, growing 3% year on year, the direct-sales market is trending downward due to changes in lifestyles and customer attrition. - FY2024-Q3MitigatedAnnual report
「During the cumulative third-quarter period, Japan's economy experienced improving prospects for future growth as the classification of COVID-19 was lowered from Category 2 to Category 5 in May 2023 and the surge in raw material prices subsided. As in the tourism and food-service industries, cosmetics demand has also recovered as mask-wearing has been phased out.」
States that the economic outlook and cosmetics demand are improving against a backdrop of the change in infectious disease classification, the subsiding surge in raw material prices and the easing of mask-wearing. - FY2024-Q2MitigatedAnnual report
「As in the tourism and food-service industries, cosmetics demand has recovered rapidly as mask-wearing has been phased out, and companies have established production systems to increase output.」
States that cosmetics demand is recovering rapidly against a backdrop of the easing of mask-wearing, with the view of the operating environment regarding market contraction and maturity risks continuing to improve. - FY2024-Q1MitigatedAnnual report
「As in the tourism and food-service industries, cosmetics demand has recovered rapidly as mask-wearing has been phased out, and companies have established production systems to increase output.」
States that cosmetics demand is recovering rapidly against a backdrop of the easing of mask-wearing and the recovery in economic activity, indicating an improving view of the operating environment compared with previous references to market contraction and maturity risks. - FY2023RestatedAnnual report
「Although economic activity had begun to resume, the cosmetics industry, which had contracted substantially due to the impact of the COVID-19 pandemic, remained in a difficult situation. Annual cosmetics sales in 2022 declined 6% year on year, based on trends reported in the Ministry of Economy, Trade and Industry's Current Survey of Production.」
While recognizing the resumption of economic activity, states that the domestic cosmetics market remained challenging and that annual sales declined 6% year on year. - FY2022WorsenedAnnual report
「Annual cosmetics sales in 2021 declined 9% year on year, based on trends reported in the Ministry of Economy, Trade and Industry's Current Survey of Production.」
Reports a 9% year-on-year decline in domestic cosmetics sales against a backdrop of infectious disease and entry restrictions, continuing to recognize market contraction and intensifying competition. - FY2021WorsenedAnnual report
「In the cosmetics industry, annual cosmetics sales in 2020 were projected to decline by 16.1% year on year.」
Attributes the contraction of the cosmetics market, together with the relevant figures, to infectious disease, calls to refrain from going out and a decline in visitors to Japan. - FY2019RestatedAnnual report
「In the direct-sales cosmetics market, cross-channel expansion is growing and accelerating, and competition among companies is intensifying. Amid persistently high job openings, securing direct-sales representatives has become difficult,」
Continues to identify intensifying market competition and difficulty securing direct-sales representatives as risks in the operating environment. - FY2018RestatedAnnual report
「As population decline and the declining birthrate and aging population continue, the number of people experiencing age-related skin and scalp concerns is trending upward. The active launch of high-performance, high-value-added products addressing these concerns is driving continued market expansion, and the anti-aging and whitening markets are expected to remain vibrant. In the direct-sales cosmetics market, cross-channel expansion is growing and accelerating, and competition among companies is intensifying. As initiatives that leverage each company's strengths, salesforce training to attract customers and the acquisition of new customers have become important.」
While indicating population decline, an aging population and intensifying competition, also identifies expansion of the anti-aging and whitening markets as an opportunity. - FY2017ReframedAnnual report
「As population decline and the declining birthrate and aging population continue, the number of people experiencing age-related skin and scalp concerns is trending upward. The active launch of high-performance, high-value-added products addressing these concerns is driving continued market expansion, and the anti-aging and whitening markets are expected to remain vibrant.」
In addition to the established view that the domestic market is mature and the population is declining, identifies expansion of high-performance markets such as anti-aging and whitening as a growth opportunity. It also notes intensifying competition among companies in the direct-sales market. - FY2016First statedAnnual report
「Amid population decline and a declining birthrate and aging population, Japan's domestic cosmetics market has become a mature market in which significant growth is difficult to achieve.」
Describes limited growth potential in the domestic market due to demographic trends and a challenging external environment marked by intense competition.