Retail in Japan

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Japan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Japan?
  • Which are the leading retailers in Retailing in Japan?
  • How are products distributed in Retailing in Japan?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Japan?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in Japan

Retail in 2023: The big picture
Private label development key for retailers to stay competitive
New regulation on stealth marketing (Endorsements and Testimonials in Advertising) impacts e-commerce and direct selling
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Hatsu Uri (“First Sales”) at New Year
Valentine’s Day
White Day
Mother’s Day
Father’s Day
Summer bargains
Halloween
Black Friday and Cyber Monday
Christmas and year-end bargains
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 8 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 9 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 10 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 11 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 12 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 13 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 14 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 15 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 16 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 17 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 18 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 19 Retail GBO Company Shares: % Value 2019-2023
Table 20 Retail GBN Brand Shares: % Value 2020-2023
Table 21 Retail Offline GBO Company Shares: % Value 2019-2023
Table 22 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 24 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 25 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 26 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 27 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 29 Grocery Retailers LBN Brand Shares: Selling Space 2020-2023
Table 30 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 31 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 32 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Selling Space 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Channel: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Channel: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Japan

KEY DATA FINDINGS

Increase in social activities and back to office momentum bring back demand
Right pricing strategy key to retain consumers
Rebound of inbound tourism supports growth
Sufficient workforce and automation will be needed for sustainable growth
Private label lines set to continue to expand to non-food categories
New concept stores likely to move towards sustainability
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 57 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 58 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 59 Convenience Retailers LBN Brand Shares: Selling Space 2020-2023
Table 60 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Supermarkets in Japan

KEY DATA FINDINGS

Supermarkets performs well despite price rises, following changes in consumers’ habits
Competition with health and personal care stores and variety stores continues
New types of supermarket outlets appear, providing convenience and experiences
Logistics challenges and opportunities await
Net super set to expand further as consumers appreciate its convenience
Self-checkout and non-cash operations may be ways to cope with labour shortages
Table 62 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 63 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 64 Supermarkets GBO Company Shares: % Value 2019-2023
Table 65 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 66 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 67 Supermarkets LBN Brand Shares: Selling Space 2020-2023
Table 68 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 69 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Hypermarkets in Japan

KEY DATA FINDINGS

Price rises benefit value sales of hypermarkets, but not volume
Strong traction for private label
Seiyu reinforces localisation with locally sourced produce
Strategic changes in focus expected when it comes to product range
Despite population decline, hypermarkets set to benefit from more tourists
Players likely to continue to push sustainability
Table 70 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 71 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 72 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 73 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 74 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 75 Hypermarkets LBN Brand Shares: Selling Space 2020-2023
Table 76 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Small Local Grocers in Japan

KEY DATA FINDINGS

Closure of outlets in Shotengai is a major issue
Strong demand for authentic products helps drive sales
Affordable indulgences and heightened health awareness
Urban/rural inequality in shopping opportunities likely to continue
Tough competition in grocery retailing set to continue
New concepts and niches anticipated to be seen in small local grocers
Table 78 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 80 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 81 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 82 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 83 Small Local Grocers LBN Brand Shares: Selling Space 2020-2023
Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

General Merchandise Stores in Japan

KEY DATA FINDINGS

Department stores recovers as inbound tourism rebounds, and floor layouts change to meet consumers’ needs
Seven & i Holdings sells Sogo and Seibu after turmoil
Variety stores compete with low prices and unique private label lines
Pricing will be key for variety stores
Reaching out to younger consumers will be key
Department stores likely to focus on food
Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 89 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 90 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 91 General Merchandise Stores LBN Brand Shares: Selling Space 2020-2023
Table 92 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Apparel and Footwear Specialists in Japan

KEY DATA FINDINGS

Fast Retailing focuses on experiences to draw consumers into its physical outlets
Pure online players enter the physical space – showrooming is important in Japan
Overseas players are re-entering Japan with localisation in mind
Return of inbound tourists should help maintain growth for physical stores
Incorporating digital features to enhance the customer experience
Apparel and footwear specialists to move beyond selling apparel and footwear
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 95 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 96 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 97 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 98 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 99 Apparel and Footwear Specialists LBN Brand Shares: Selling Space 2020-2023
Table 100 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 101 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Appliances and Electronics Specialists in Japan

KEY DATA FINDINGS

Yodobashi hopes to open in Ikebukuro
Yamada continues to expand to adjacent areas
Online sales strategy at the diversification/experimentation stage
Who dictates the price tag is gradually changing
Different approaches to attracting consumers
Addressing the need for different products through crowdfunding
Table 102 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 103 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 104 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 105 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 106 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 107 Appliances and Electronics Specialists LBN Brand Shares: Selling Space 2020-2023
Table 108 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Home Products Specialists in Japan

KEY DATA FINDINGS

Nitori extends its lead thanks to constant development
Cainz acquires variety stores player Tokyu Hands
The struggles of DCM
Increasing demand likely to be hampered by the move to second-hand
Investment in back-end tech to improve digital activities
Sustainability begins to take root
Table 110 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 111 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 112 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 113 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 114 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 115 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 116 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 117 Home Products Specialists LBN Brand Shares: Selling Space 2020-2023
Table 118 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 119 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 120 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 121 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

Health and Beauty Specialists in Japan

KEY DATA FINDINGS

Physical outlets regain momentum post-COVID-19, and competition intensifies both online and offline
Increased activities outside the home generate demand for OTC products
Online offerings increase
Unique private label launches could be key to retain consumers
Continued development of private label lines targeted towards Gen Z expected
Femtech and femcare likely to be the next trends in health and beauty specialists
Table 122 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 123 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 124 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 125 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 126 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 127 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 128 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 129 Health and Beauty Specialists LBN Brand Shares: Selling Space 2020-2023
Table 130 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 131 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 132 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 133 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

Vending in Japan

KEY DATA FINDINGS

Food vending continues to see innovation and new opportunities
Vending machines are used to build relationships and loyalty
Coca-Cola incorporates dynamic pricing in vending
Tobacco vending will struggle to maintain a presence
Innovative vending machines set to continue to be launched, attracting tourists
Overseas players enter vending in Japan, introducing new concepts
Table 134 Vending by Category: Value 2018-2023
Table 135 Vending by Category: % Value Growth 2018-2023
Table 136 Vending GBO Company Shares: % Value 2019-2023
Table 137 Vending GBN Brand Shares: % Value 2020-2023
Table 138 Vending Forecasts by Category: Value 2023-2028
Table 139 Vending Forecasts by Category: % Value Growth 2023-2028

Direct Selling in Japan

KEY DATA FINDINGS

Face-to-face events return post-pandemic
Investigations by Consumer Affairs Agency damage reputation of direct selling
Online presence is becoming more important to compete
New regulation will impact future advertising for direct sellers
Direct selling a key retail channel for emerging concepts such as CBD
Yakult Honsha will continue to lead and launch new products
Table 140 Direct Selling by Category: Value 2018-2023
Table 141 Direct Selling by Category: % Value Growth 2018-2023
Table 142 Direct Selling GBO Company Shares: % Value 2019-2023
Table 143 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 144 Direct Selling Forecasts by Category: Value 2023-2028
Table 145 Direct Selling Forecasts by Category: % Value Growth 2023-2028

Retail E-Commerce in Japan

KEY DATA FINDINGS

E-commerce growth slows after its peak during COVID-19
New regulation on stealth marketing (Endorsements and Testimonials in Advertising)
Grocery players accelerate their e-commerce offerings
Delivery fees and last-mile delivery concern consumers
Marketplace ecosystems set to develop and intensify the competition
Digital inclusivity and safety will be areas of focus for an ageing society
Table 146 Retail E-Commerce by Channel and Category: Value 2018-2023
Table 147 Retail E-Commerce by Channel and Category: % Value Growth 2018-2023
Table 148 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 149 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 150 Forecast Retail E-Commerce by Channel and Category: Value 2023-2028
Table 151 Forecast Retail E-Commerce by Channel and Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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