As summer temperatures and UV levels rise in Japan, the sunscreen market continues to grow, driven by increasing demand for convenient reapplication products and a rising number of male consumers.
TOKYO, JAPAN (MERXWIRE) - Growing awareness of sun protection among Japanese consumers has helped drive the steady expansion of the sunscreen market. Beyond conventional sunscreen lotions, products designed for easy reapplication, including sunscreen sprays and powder-based sunscreens, have gained popularity in recent years. Male consumers are also becoming an increasingly significant part of the market.
The peak sales season for sunscreen products in Japan runs from May through August. As temperatures rise and outdoor activities become more frequent, demand for UV protection increases accordingly. According to Google Trends data, searches for "" (sunscreen) begin to rise noticeably in late spring and reach their highest levels during the summer months.
In recent years, Japanese consumers have shifted their focus from simply seeking high SPF protection to prioritizing convenience and comfort. Many brands have introduced spray, stick, and powder-type sunscreen products that allow users to reapply protection easily while on the go. Lightweight, non-sticky formulas have become particularly popular during Japan's hot and humid summers.
Demand for sunscreen among men has also been growing. While sunscreen products were traditionally marketed primarily toward women, the increasing popularity of skincare and outdoor activities has encouraged more men to incorporate sun protection into their daily routines. Some brands have even launched sunscreen products specifically designed for male consumers, featuring packaging and formulations tailored to their preferences.
Recent sunscreen rankings released by Japanese drugstores show that products offering strong UV protection, sweat and water resistance, and convenient reapplication features consistently rank among the most popular. This suggests that consumers value not only protection performance but also practicality and portability.
Market analysts believe Japan's sunscreen market still has considerable growth potential. On one hand, Japan's aging population is paying greater attention to skincare and health management. On the other hand, the expanding male grooming market is expected to become a key driver of sunscreen sales. In addition, multifunctional products that combine sun protection with whitening, moisturizing, or anti-aging benefits are likely to attract more consumers.
Misaki Sato, an office worker in Tokyo, said she previously used sunscreen only when visiting the beach or traveling. However, concerns about tanning and skin aging have led her to develop a habit of applying sunscreen every day before leaving home.
"Now I also keep a sunscreen spray in my bag so I can quickly reapply it when I go outside during lunchtime," she said.
Kenta Yamada, a male office worker in his thirties, said long commutes and outdoor activities have made him more aware of UV exposure.
"I used to think sunscreen was something only women needed," he said. "But summers are getting hotter, and I'm concerned about skin damage, so I choose lightweight sunscreen products that feel comfortable to wear."
Kanto Smart Living Cooperative noted that sunscreen is no longer just a seasonal beauty product but has become an important part of daily health management. The cooperative recommends applying sunscreen 15 to 30 minutes before going outdoors and reapplying it regularly depending on perspiration levels and time spent outside. It also advises consumers to combine sunscreen with physical protection measures such as hats, parasols, and UV-protective clothing. As awareness of skin health and anti-aging continues to grow, demand for convenient, everyday sun protection products is expected to increase further.
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Kanto Smart Living Cooperative
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Ada Huang
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SOURCE: Kanto Smart Living Cooperative
