#Japan #Tokyo #Sunscreen #Mintel Japan #Sun Care

The Evolution of Sunscreen in Japan

As the season for increased UV exposure approaches, Japan's sunscreen market is undergoing a notable transformation, transitioning from simple sun protection to a holistic beauty care approach. According to the latest report from Mintel Japan, a subsidiary of Mintel Group based in London, consumers are now searching for sunscreen products that offer not only UV protection but also skin health benefits and ease of use.

Shifting Usage Patterns

Initially, Japanese sunscreen was primarily used during the summer months to mitigate UV-induced skin damage. However, there has been a significant shift in consumer mentality. Currently, the focus has shifted to long-term skin health, including the prevention of issues such as spots and wrinkles and anti-aging benefits. Roll this into the everyday skincare routine rather than just a summer necessity indicating a solid trend among consumers who are increasingly demanding multifunctional products. Mintel's research highlights that around 35% of women in Japan apply sunscreen year-round, even on cloudy or rainy days, illustrating a marked change from the once seasonal approach to UV protection.

Multifunctional Sunscreens on the Rise

With the demand for beauty-enhancing effects, products that claim to provide benefits like improved skin texture or transforming sunlight into beneficial light are increasingly becoming popular in the market. However, there remains a noticeable gap in usage among male consumers, many of whom avoid sunscreen due to perceived inconvenience. In response, brands are now developing easy-to-use formats, such as stick applications and all-in-one products, aimed at simplifying the sunscreen application process.

Global Market Trends: Sunscreen as a Necessity

Globally, while there were declines in the sun care market due to the COVID-19 pandemic in various regions, particularly in China, the overall market is on the rise. There is a universal trend where sunscreen products dominate the sun care segment. Awareness campaigns around skin cancer prevention and the increasing recognition of skincare benefits have catalyzed growth in Western markets. Furthermore, in Japan, the end of the pandemic has seen a resurgence in sunscreen use during the extended summer months, marking a return to growth.

Mintel classifies sun care products mainly into three categories: sunscreen, after-sun products (for post-sun care), and self-tanning products. Interestingly, sunscreen is often synonymous with sun care in many markets, while in regions like Australia and the UK, self-tanning products hold significant market share which highlights notable regional differences in product preferences.

Diverging Motivations Behind Sunscreen Use

When comparing the motivations for sunscreen use between Western and Asian markets, stark contrasts emerge. In the U.S., 84% of sunscreen users cite skin cancer risk reduction as their primary reason, whereas in China, only 16% mention skin disease prevention as a motivation. This discrepancy can be linked to the varying incidence rates of skin cancer across different demographics, with countries like Australia and New Zealand exhibiting vastly higher rates than Japan. Although the U.S. and Germany also have higher incidences than Japan, the differences indicate a historical context for how these regions have developed a protective mindset.

Chinese consumers predominantly utilize sunscreen for beauty purposes—61% for tanning prevention, 45% for pigmentation prevention, and 41% for anti-aging, further emphasizing a distinct market focus compared to their Japanese counterparts, where beauty-based motivations similarly dominate. Interestingly, in the U.S., 69% and in Germany, 24% of users also cite anti-aging as a primary motivation, highlighting that beauty remains a significant concern even in regions where skin cancer awareness is high.

The Continuous Improvement of Sunscreen Technologies

Globally, preferences for sunscreens with higher SPF and PA ratings are on the rise. Innovations in sunscreen formulations include the introduction of SPF booster ingredients to amplify protection levels. However, with many regions enforcing upper limits on SPF and PA values, differentiating products based on these metrics is becoming increasingly difficult. Instead, brands are emphasizing various benefits beyond UV protection to differentiate their products in a competitive market.

Interestingly, in the U.S., about 67% of consumers show an interest in sun protection that also helps combat pollution, prompting brands to create multifunctional products that offer additional benefits. Examples such as the “Fluid Face Cream SPF 50+” provide protection against blue light in addition to traditional sunscreen features, showing a clear trend toward multi-functional sun care products.

Beauty-Driven Sunscreen Innovations

Recent advancements in the Japanese sunscreen market highlight a phenomenal growth in products that appeal directly to beauty needs. Many Japanese women are using sunscreen not just for protection, but to prevent blemishes and maintain youthful skin, making cosmetics with slight makeup effects increasingly popular. In fact, a recent survey indicates that 46% of women prefer sunscreens with light makeup effects, emphasizing the demand for products that enhance not only skin protection but also aesthetic benefits.

Furthermore, innovative products, such as POLA’s “B.A Light Selector,” offer protection against UV and infrared light while allowing beneficial red light to nourish the skin, are receiving widespread attention as they revolutionize typical sunscreen expectations. Such innovations reflect a more comprehensive understanding of beauty and sun care intersecting within the Japanese consumer base.

Conclusion

Evolving consumer preferences underscore a fascinating shift in the sunscreen market in Japan, highlighting a transition towards comprehensive beauty solutions that go far beyond mere sun protection. With female consumers leading this change, the sunscreen category will likely continue to expand and innovate, offering exciting opportunities for brands in the coming years. As the desire for multifunctional beauty products strengthens, understanding and catering to these consumer insights will be crucial for successful engagement in the evolving sun care landscape.