True Data's survey analyzed trends in nationwide drugstore sales data for full-year 2025 and the first half of 2026, finding that ingredient-focused purchasing has become established in skincare and haircare. It pointed out that manufacturers should clarify their buyer personas and proceed with brand development.
Using nationwide drugstore sales data, True Data examined market trends based on the value metric per shopper for full-year 2025 and the first half of 2026 (January–June). The results showed strong performance in basic cosmetics, hair and makeup products, and men's cosmetics.
Hara Naoko (原菜穂子) pointed out that ingredient-focused purchasing is becoming established in both skincare and haircare. Kaneko Chio (金子知央) proposed that, amid growing polarization in consumption, manufacturers should clarify their buyer personas and develop their brands accordingly.
The analysis highlights the growing importance of brand strategy as consumers place greater emphasis on ingredients, while the article provides no additional information on specific future measures or timing. Further details on these trends may emerge in subsequent reports.