In Japan, the body towel market has been slowly shrinking in recent years. More consumers are switching to hand-washing and foamy liquid soaps, which reduced the overall category size.
However, not all segments are declining.
A clear shift is happening:
✔️ Foamy & gentle-touch towels are expanading their share.
✔️ Soft textures are replacing “hard scrub” types.
✔️ Mid-to-premium price ranges (approx. $2.5–$4.0 and above) are gaining traction, while low-price towels are losing ground.
To put it into perspective, Japan’s body towel market was valued at around $350 million in 2018, and although total demand is shrinking, premium categories are showing growth.
This trend shows that Japanese consumers are becoming more conscious of gentle skincare, health, and premium experiences—and they are willing to pay more for it.
For global distributors and buyers, Japan offers a hint of what future consumers may look for: quality, comfort, and value-added functionality.
Aisen Industrial Co., Ltd.
Sales Department – Kohei Maeji
Tel: +81-734-87-4345
258 Onoda, Kainan City, Wakayama 642-0014, Japan
