香水の日本市場の評価：製品タイプ別、芳香タイプ別、カテゴリ別、価格セグメント別、規模別、流通チャネル別、地域別、機会、予測（2019年度～2033年度）

日本の香水の市場規模は、消費者の選好の進化、プレミアム化、デジタル化により、2025年度の17億8,000万米ドルから2033年度に23億8,000万米ドルに達すると予測され、2026年度～2033年度の予測期間にCAGRで3.76%の成長が見込まれます。若い世代、特にミレニアル世代とZ世代は香水を試そうとするようになり、国際企業によるニッチな高級香水の需要を促進しています。また、旅行やソーシャルメディアによって増長された欧米の影響もトレンドを後押ししており、性別にとらわれない香りを求める動向は文化的態度の変化を反映しています。香水は休日や特別な日に適しており、日本限定品や数量限定品が好まれるため、市場は日本の根強い贈答文化も享受しています。

Amazon Japanのようなプラットフォームやインフルエンサーマーケティングによるeコマースやオンラインマーケティングの増加は、高級香水へのアクセスを民主化し、サブスクリプションサービスはサンプリングを促進しています。環境意識の高い消費者がヴィーガン、クルエルティフリー、リサイクル可能な製品を求める中、持続可能性と革新性も市場を後押ししています。各ブランドはまた、控えめでありながら長持ちする香水を求める地域的な選好に合わせて、長持ちする肌にやさしい製品を処方しています。高齢化とボディミストとの競合が課題となっていますが、AIを利用した香りの推奨、地理的成長、職人によるカスタマイズに機会があります。日本の香水産業の全体的な拡大は、世界的な動向と現地の選好を融合させ、洗練性、持続可能性、個性を目立たせることにかかっています。

当レポートでは、日本の香水市場について調査分析し、市場規模と予測、市場力学、主要企業の情勢などを提供しています。

目次

第1章 プロジェクトの範囲と定義

第2章 調査手法

第3章 米国関税の影響

第4章 エグゼクティブサマリー

第5章 顧客の声

• 回答者の人口統計
• ブランド認知度
• 購入決定において考慮される要素
• 購入頻度
• 優先される流通チャネル
• 購入目的

第6章 日本の香水市場の見通し（2019年度～2033年度）

• 市場規模の分析と予測
  • 金額
  • 数量
• 市場シェアの分析と予測
  • 製品タイプ別
    • オードパルファム（EDP）
    • オードトワレ（EDT）
    • その他
  • 芳香タイプ別
    • アクア
    • ムスキー
    • アンバー
    • ウッディ
    • フローラル
    • その他
  • カテゴリ別
    • 男性
    • 女性
    • ユニセックス
  • 価格帯別
    • マス
    • プレミアム
  • サイズ別
    • 60ml以下
    • 61～100ml
    • 100ml超
  • 流通チャネル別
    • スーパーマーケット/ハイパーマーケット
    • コンビニエンスストア
    • ブランドストア、キオスク
    • 薬局
    • オンライン
    • その他
  • 地域別
    • 北部
    • 中部
    • 南部
  • 市場シェア分析：企業別（上位5社とその他 ）（金額）（ベース）
• 市場マップ分析（2025年度）
  • 製品タイプ別
  • 芳香タイプ別
  • カテゴリ別
  • サイズ別
  • 流通チャネル別
  • 地域別

第7章 需給分析

第8章 輸入と輸出の分析

第9章 バリューチェーン分析

第10章 ポーターのファイブフォース分析

第11章 PESTLE分析

第12章 価格分析

第13章 市場力学

• 市場促進要因
• 市場の課題

第14章 市場動向と発展

第15章 ケーススタディ

第16章 政策と規制情勢

第17章 競合情勢

• マーケットリーダー上位5社の競合マトリクス
• 上位5社のSWOT分析
• 主要企業上位10社の情勢
  • Chanel
  • HERMES
  • LUZ Fragrance Co., Ltd
  • Shiseido Japan Co., Ltd.
  • Louis Vuitton Malletier SAS
  • Guccio Gucci SpA
  • Giorgio Armani SpA
  • Gianni Versace Srl
  • Shiseido Japan Co., Ltd. (Baum)
  • Hanae Mori

第18章 戦略的提言

第19章 調査会社について・免責事項

List of Tables

• Table 1. Competition Matrix of Top 5 Market Leaders
• Table 2. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 3. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. Japan Perfume Market, By Value, In USD Billion, FY2019-FY2033F
• Figure 2. Japan Perfume Market, By Volume, In Thousand Units, FY2019-FY2033F
• Figure 3. Japan Perfume Market Share (%), By Product Type, FY2019-FY2033F
• Figure 4. Japan Perfume Market Share (%), By Fragrance Type, FY2019-FY2033F
• Figure 5. Japan Perfume Market Share (%), By Category, FY2019-FY2033F
• Figure 6. Japan Perfume Market Share (%), By Price Segment, FY2019-FY2033F
• Figure 7. Japan Perfume Market Share (%), By Size, FY2019-FY2033F
• Figure 8. Japan Perfume Market Share (%), By Distribution Channel, FY2019-FY2033F
• Figure 9. Japan Perfume Market Share (%), By Region, FY2019-FY2033F
• Figure 10. By Product Type Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 11. By Fragrance Type Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 12. By Category Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 13. By Price Segment Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 14. By Size Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 15. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 16. By Region Map-Market Size (USD Billion) & Growth Rate (%), FY2025

Japan perfume market is projected to witness a CAGR of 3.76% during the forecast period FY2026-FY2033, growing from USD 1.78 billion in FY2025 to USD 2.38 billion in FY2033F, owing to evolving consumer preferences, premiumization, and digitalization. The younger generations, especially millennials and Gen Z, are now willing to try out fragrances, driving demand for niche and luxury perfumes by international players. Western influence, exacerbated by travel and social media, has also driven trends, while the trend towards gender-neutral fragrances mirrors a change in cultural attitudes. The market also enjoys Japan's robust gift culture, as perfumes are well-suited for holidays and special occasions, and Japan-only and limited-edition releases are desirable.

Increased e-commerce and online marketing, with platforms such as Amazon Japan, and influencer marketing, have democratized access to premium fragrances, while subscription services promote sampling. Sustainability and innovation are also pushing the market, as environmentally aware consumers demand vegan, cruelty-free, and recyclable products. Brands also formulate long-lasting, skin-friendly products to suit local tastes for understated yet long-lasting perfumes. Although an ageing population and rivalry from body mists pose challenges, opportunities lie in AI-based fragrance recommendation, geographical growth, and artisanal customization. The overall expansion of the Japanese perfume industry hinges on blending global trends with local tastes, emphasizing sophistication, sustainability, and individuality.

Changing Consumer Preferences and Lifestyle Shifts Drive the Japan Perfume Market

The Japanese fragrance industry is currently experiencing a dramatic shift, spearheaded by changing consumer tastes and lifestyle patterns. Younger generations are showing growing enthusiasm for fragrance exploration, away from conservative conventional scent preferences. The resulting generational change is creating demand for niche and luxury global brands, and at the same time, redefining gender expectations in fragrance use, gender-neutral and unisex fragrances are experiencing incredible momentum. The power of western beauty trends, enhanced by social media platforms and greater global travel, has exposed Japanese consumers to a broader range of scent profiles and brand stories. For instance, in July 2024, MATIERE PREMIERE, a French perfume brand, made its debut in Japan as part of its ambitious global expansion.

Urbanization and shifting workplace dynamics are also taking center stage, with office-friendly, understated fragrances becoming a must-have for professionals looking to convey individuality while upholding social decorum. These changing consumer preferences, coupled with Japan's enduring appreciation for craftsmanship and quality, are opening fresh opportunities for both local and global perfume brands to innovate and gain market share within this new environment.

Premiumization and Luxury Demand Propel the Japan Perfume Market

The Japan perfume market is increasingly influenced by premiumization, with consumers demonstrating a strong affinity for luxury and high-end fragrances. High-income groups, especially urban professionals and fashion-forward younger consumers, are willing to pay for exclusive, high-quality fragrances as a means of self-expression and status. International luxury brands dominate this market, with niche perfumers becoming popular among sophisticated buyers looking for distinctive, artisanal fragrances. Japan's strong cultural habit of gifting also spurs demand for luxury perfumes, with high-end fragrances a popular option for special occasions, business gifts, and holiday gifts. Companies take advantage of the trend by using limited-edition launches and Japan-only fragrances, making the products seem exclusive and appealing to local consumers. For instance, in October 2022, Perfumes Loewe, S.A., the fragrance division of the Spanish brand owned by the French luxury group LVMH, launched its first pop-up shop in Japan. As Japanese consumers continue to value sophistication and quality over mass-market products, the premium segment is expected to continue to grow, driven by innovation in packaging, sustainability, and personalized fragrances.

Eau De Toilette (EDT) Type Dominates the Growth of the Market

The Eau de Toilette (EDT) segment continues to dominate Japan's fragrance industry due to its impeccable fit with domestic tastes and lifestyle requirements. Japanese consumers prefer EDTs for their light, discrete formulations carrying a lower concentration of fragrance (5-15%), which is perfect for the etiquette rules of the workplace and public places where pungent odors are despised. The category's popularity is also enhanced by Japan's warm and humid climate, which makes fresh citrus, aquatic, and green accords especially inviting during hot periods. EDTs also have a competitive advantage because of their affordability and accessibility, being the gateway for young consumers by being available widely at drugstores and mass-market prices. The niche has cleverly responded to changing consumer tastes, with most brands formulating genderless EDTs with minimalist, clean fragrances such as white tea and bamboo. Global and local brands alike are experimenting in this arena, enhancing longevity without losing the signature lightness that appeals to Japanese sensibilities. In the future, the segment will continue to lead through sustained innovation in long-wear formulation and eco-friendly packaging solutions, addressing Japan's environmentally friendly consumers.

Impact of U.S. Tariffs on Japan Perfume Market

While Japan's domestic perfume industry remains relatively insulated from direct tariff pressures, the market faces indirect consequences that could reshape trade dynamics, pricing strategies, and consumer behavior.

Many premium European perfumes sold in Japan are imported via U.S. distribution hubs. Higher U.S. tariffs on EU-made fragrances may increase costs for Japanese retailers relying on American intermediaries.

Some brands might redirect supply chains to avoid U.S. tariffs, potentially increasing direct imports to Japan, but with added logistical complexities.

Key Players Landscape and Outlook

The Japanese perfume market features a dynamic landscape dominated by both international luxury brands and prominent domestic players. The market is segmented into premium/luxury and mass-market perfumes, with the luxury segment representing the largest share due to a growing appetite for high-end products. Women's fragrances dominate the market, but the men's segment is experiencing the fastest growth as male grooming and self-expression trends gain momentum. Unisex and niche fragrances are also gaining popularity, especially among younger consumers seeking artisanal and unique scent experiences. Strategically, leading companies invest heavily in research and development to launch innovative products and utilize offline and online retail channels to reach a broader audience. The expansion of e-commerce has intensified competition by making a wider variety of perfumes accessible to consumers across Japan. Looking ahead, the Japanese perfume market is expected to remain highly competitive, with strong growth projected in both luxury and mass-market segments. The market's evolution will be shaped by premiumization, youth culture and social media influence, and a rising demand for personalized, sustainable, and artisanal fragrances. This creates ample opportunities for both established brands and new entrants to capture the attention of discerning Japanese consumers. For instance, in December 2024, Korean Life fragrance brand ELBT operated by Elizabeth, launched first permanent store in Japan at WILLFULLY.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Impact of U.S. Tariffs

4. Executive Summary

5. Voice of Customers

• 5.1. Respondent Demographics
• 5.2. Brand Awareness
• 5.3. Factors Considered in Purchase Decisions
• 5.4. Frequency of Purchase
• 5.5. Preferred Distribution Channel
• 5.6. Purpose of Purchase

6. Japan Perfume Market Outlook, FY2019-FY2033F

• 6.1. Market Size Analysis & Forecast
  • 6.1.1. By Value
  • 6.1.2. By Volume
• 6.2. Market Share Analysis & Forecast
  • 6.2.1. By Product Type
    • 6.2.1.1. Eau De Parfum (EDP)
    • 6.2.1.2. Eau De Toilette (EDT)
    • 6.2.1.3. Others
  • 6.2.2. By Fragrance Type
    • 6.2.2.1. Aqua
    • 6.2.2.2. Musky
    • 6.2.2.3. Amber
    • 6.2.2.4. Woody
    • 6.2.2.5. Floral
    • 6.2.2.6. Others
  • 6.2.3. By Category
    • 6.2.3.1. Male
    • 6.2.3.2. Female
    • 6.2.3.3. Unisex
  • 6.2.4. By Price Segment
    • 6.2.4.1. Mass
    • 6.2.4.2. Premium
  • 6.2.5. By Size
    • 6.2.5.1. Up to 60ml
    • 6.2.5.2. 61 to 100ml
    • 6.2.5.3. More than 100ml
  • 6.2.6. By Distribution Channel
    • 6.2.6.1. Supermarkets/Hypermarkets
    • 6.2.6.2. Convenience Stores
    • 6.2.6.3. Brand Stores and Kiosks
    • 6.2.6.4. Chemists/Pharmacies
    • 6.2.6.5. Online
    • 6.2.6.6. Others
  • 6.2.7. By Region
    • 6.2.7.1. North
    • 6.2.7.2. Central
    • 6.2.7.3. South
  • 6.2.8. By Company Market Share Analysis (Top 5 Companies and Others - By Value, FY2025)
• 6.3. Market Map Analysis, FY2025
  • 6.3.1. By Product Type
  • 6.3.2. By Fragrance Type
  • 6.3.3. By Category
  • 6.3.4. By Size
  • 6.3.5. By Distribution Channel
  • 6.3.6. By Region

7. Demand Supply Analysis

8. Import and Export Analysis

9. Value Chain Analysis

10. Porter's Five Forces Analysis

11. PESTLE Analysis

12. Pricing Analysis

13. Market Dynamics

• 13.1. Market Drivers
• 13.2. Market Challenges

14. Market Trends and Developments

15. Case Studies

16. Policy and Regulatory Landscape

17. Competitive Landscape

• 17.1. Competition Matrix of Top 5 Market Leaders
• 17.2. SWOT Analysis for Top 5 Players
• 17.3. Key Players Landscape for Top 10 Market Players
  • 17.3.1. Chanel
    • 17.3.1.1. Company Details
    • 17.3.1.2. Key Management Personnel
    • 17.3.1.3. Key Products Offered
    • 17.3.1.4. Key Financials (As Reported)
    • 17.3.1.5. Key Market Focus and Geographical Presence
    • 17.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisitions
  • 17.3.2. HERMES
  • 17.3.3. LUZ Fragrance Co., Ltd
  • 17.3.4. Shiseido Japan Co., Ltd.
  • 17.3.5. Louis Vuitton Malletier SAS
  • 17.3.6. Guccio Gucci SpA
  • 17.3.7. Giorgio Armani SpA
  • 17.3.8. Gianni Versace Srl
  • 17.3.9. Shiseido Japan Co., Ltd. (Baum)
  • 17.3.10. Hanae Mori

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

18. Strategic Recommendations

19. About Us and Disclaimer