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Home Care in Japan

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HOME CARE IN JAPAN

    Euromonitor International

      February 2019

        LIST OF CONTENTS AND TABLES

          Executive Summary

            Value-added Products Perform Well in Japan

              Consumer Hygiene-consciousness Becoming Increasingly Influential

                Kao Plays Leading Role

                  Kao's New Bar Detergent Targets Families' Growing Purchasing Power

                    Growing Emphasis on Adding Value Through Innovation

                      Market Indicators

                        Table 1 Households 2013-2018

                          Market Data

                            Table 2 Sales of Home Care by Category: Value 2013-2018

                              Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

                                Table 4 NBO Company Shares of Home Care: % Value 2014-2018

                                  Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

                                    Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

                                      Table 7 Distribution of Home Care by Format: % Value 2013-2018

                                        Table 8 Distribution of Home Care by Format and Category: % Value 2018

                                          Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

                                            Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

                                              Sources

                                                Summary 1 Research Sources

                                                  Headlines

                                                    Prospects

                                                      Growing Role for Aesthetics

                                                        Potential for Products Improving Air Quality

                                                          Younger People Have Less Need for Car Air Fresheners

                                                            Competitive Landscape

                                                              Two Players Dominate

                                                                St Corp Sees Strong Growth

                                                                  Procter & Gamble Sees Continued Share Growth

                                                                    Category Data

                                                                      Table 11 Sales of Air Care by Category: Value 2013-2018

                                                                        Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

                                                                          Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

                                                                            Table 14 NBO Company Shares of Air Care: % Value 2014-2018

                                                                              Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

                                                                                Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

                                                                                  Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

                                                                                    Headlines

                                                                                      Prospects

                                                                                        Losing Out To More Convenient Products

                                                                                          Move Away From Cloths Hits Laundry Function

                                                                                            Concerns About the Effects of Chemicals Provide Potential Obstacle

                                                                                              Competitive Landscape

                                                                                                Kao Dominates

                                                                                                  Strong Private Label Segment

                                                                                                    Little Incentive for Investment

                                                                                                      Category Data

                                                                                                        Table 18 Sales of Bleach: Value 2013-2018

                                                                                                          Table 19 Sales of Bleach: % Value Growth 2013-2018

                                                                                                            Table 20 NBO Company Shares of Bleach: % Value 2014-2018

                                                                                                              Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

                                                                                                                Table 22 Forecast Sales of Bleach: Value 2018-2023

                                                                                                                  Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

                                                                                                                    Headlines

                                                                                                                      Prospects

                                                                                                                        Convenience and Saving Time Offer Room for Growth in Automatic Dishwashing Liquids

                                                                                                                          Growth Potential Is Limited in Hand Dishwashing

                                                                                                                            Hand Dishwashing Requires Innovation for Growth

                                                                                                                              Competitive Landscape

                                                                                                                                Kao Maintains the Lead With A Strong Presence Throughout Dishwashing

                                                                                                                                  Procter & Gamble Takes Another Approach To Compete in the Category

                                                                                                                                    Lion Focuses on Automatic Dishwashing Liquids

                                                                                                                                      Category Indicators

                                                                                                                                        Table 24 Household Possession of Dishwashers 2013-2018

                                                                                                                                          Category Data

                                                                                                                                            Table 25 Sales of Dishwashing by Category: Value 2013-2018

                                                                                                                                              Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

                                                                                                                                                Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

                                                                                                                                                  Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

                                                                                                                                                    Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

                                                                                                                                                      Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

                                                                                                                                                        Headlines

                                                                                                                                                          Prospects

                                                                                                                                                            Weather Patterns Play A Significant Role in Home Insecticides

                                                                                                                                                              Consumers in Japan Opt for Preventive Approach

                                                                                                                                                                Organic/natural Insecticides Offer Limited Potential

                                                                                                                                                                  Competitive Landscape

                                                                                                                                                                    Earth Chemical Co Ltd Retains Lead

                                                                                                                                                                      Domestic Players Dominate

                                                                                                                                                                        Strong Brands Key To Success

                                                                                                                                                                          Category Data

                                                                                                                                                                            Table 31 Sales of Home Insecticides by Category: Value 2013-2018

                                                                                                                                                                              Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

                                                                                                                                                                                Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

                                                                                                                                                                                  Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

                                                                                                                                                                                    Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

                                                                                                                                                                                      Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

                                                                                                                                                                                        Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

                                                                                                                                                                                          Headlines

                                                                                                                                                                                            Prospects

                                                                                                                                                                                              Growing Concern Over Hygiene Contributes To Category Growth

                                                                                                                                                                                                Evolution of Home Laundry Appliances Might Pose A Threat

                                                                                                                                                                                                  Growing Popularity of Large Refills

                                                                                                                                                                                                    Competitive Landscape

                                                                                                                                                                                                      Innovation Helps Kao To Maintain Leading Position

                                                                                                                                                                                                        Procter & Gamble Leads International Players

                                                                                                                                                                                                          Japan Shows Little Sign of Ethical Demand in Laundry Care

                                                                                                                                                                                                            Category Indicators

                                                                                                                                                                                                              Table 38 Household Possession of Washing Machines 2013-2018

                                                                                                                                                                                                                Category Data

                                                                                                                                                                                                                  Table 39 Sales of Laundry Care by Category: Value 2013-2018

                                                                                                                                                                                                                    Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

                                                                                                                                                                                                                      Table 41 Sales of Laundry Aids by Category: Value 2013-2018

                                                                                                                                                                                                                        Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

                                                                                                                                                                                                                          Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

                                                                                                                                                                                                                            Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

                                                                                                                                                                                                                              Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

                                                                                                                                                                                                                                Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

                                                                                                                                                                                                                                  Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

                                                                                                                                                                                                                                    Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

                                                                                                                                                                                                                                      Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

                                                                                                                                                                                                                                        Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

                                                                                                                                                                                                                                          Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

                                                                                                                                                                                                                                            Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

                                                                                                                                                                                                                                              Headlines

                                                                                                                                                                                                                                                Prospects

                                                                                                                                                                                                                                                  Negligible Demand for Furniture and Metal Polish

                                                                                                                                                                                                                                                    Wipes Address Rising Demand for Convenience

                                                                                                                                                                                                                                                      Shoe Trends Militate Against Polish

                                                                                                                                                                                                                                                        Competitive Landscape

                                                                                                                                                                                                                                                          Kao Dominates Floor Polish

                                                                                                                                                                                                                                                            Columbus Leads in Shoe Polish

                                                                                                                                                                                                                                                              Rinrei Targeting Niche Demand

                                                                                                                                                                                                                                                                Category Data

                                                                                                                                                                                                                                                                  Table 53 Sales of Polishes by Category: Value 2013-2018

                                                                                                                                                                                                                                                                    Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

                                                                                                                                                                                                                                                                      Table 55 NBO Company Shares of Polishes: % Value 2014-2018

                                                                                                                                                                                                                                                                        Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

                                                                                                                                                                                                                                                                          Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

                                                                                                                                                                                                                                                                            Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

                                                                                                                                                                                                                                                                              Headlines

                                                                                                                                                                                                                                                                                Prospects

                                                                                                                                                                                                                                                                                  Wipes Continue To Drive Sales in Surface Care in Japan

                                                                                                                                                                                                                                                                                    Expanding Impregnated Wipes Offer

                                                                                                                                                                                                                                                                                      Purpose-specific Surface Care Remains Popular in Japan

                                                                                                                                                                                                                                                                                        Competitive Landscape

                                                                                                                                                                                                                                                                                          Kao Dominates Surface Care

                                                                                                                                                                                                                                                                                            Johnson Co Ltd Sharpens Brand Focus

                                                                                                                                                                                                                                                                                              Fumakilla Benefits From Increasing Consumer Hygiene-consciousness

                                                                                                                                                                                                                                                                                                Category Data

                                                                                                                                                                                                                                                                                                  Table 59 Sales of Surface Care by Category: Value 2013-2018

                                                                                                                                                                                                                                                                                                    Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

                                                                                                                                                                                                                                                                                                      Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

                                                                                                                                                                                                                                                                                                        Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

                                                                                                                                                                                                                                                                                                          Table 63 NBO Company Shares of Surface Care: % Value 2014-2018

                                                                                                                                                                                                                                                                                                            Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018

                                                                                                                                                                                                                                                                                                              Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

                                                                                                                                                                                                                                                                                                                Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

                                                                                                                                                                                                                                                                                                                  Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023

                                                                                                                                                                                                                                                                                                                    Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

                                                                                                                                                                                                                                                                                                                      Headlines

                                                                                                                                                                                                                                                                                                                        Prospects

                                                                                                                                                                                                                                                                                                                          Increasing Number of Toilets Potential Boost To Demand

                                                                                                                                                                                                                                                                                                                            Sanitaryware Innovation Poses Potential Threat

                                                                                                                                                                                                                                                                                                                              Toilet Care Needs To Target Key Demand Trends

                                                                                                                                                                                                                                                                                                                                Competitive Landscape

                                                                                                                                                                                                                                                                                                                                  Kobayashi Pharmaceutical Dominates

                                                                                                                                                                                                                                                                                                                                    Domestic Rivals Focus on Liquids/foam

                                                                                                                                                                                                                                                                                                                                      Johnson Focuses on Core Brand

                                                                                                                                                                                                                                                                                                                                        Category Data

                                                                                                                                                                                                                                                                                                                                          Table 69 Sales of Toilet Care by Category: Value 2013-2018

                                                                                                                                                                                                                                                                                                                                            Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018

                                                                                                                                                                                                                                                                                                                                              Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018

                                                                                                                                                                                                                                                                                                                                                Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018

                                                                                                                                                                                                                                                                                                                                                  Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023

                                                                                                                                                                                                                                                                                                                                                    Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

                                                                                                                                                                                                                                                                                                                                                    The particular functions and efficacy of products are a key element in purchasing decisions in home care, with Japanese consumers willing to pay premium prices if they consider them to be justified by a product’s capabilities. While home insecticides struggled due to unfavourable weather conditions in 2018, premium products that were perceived to be particularly effective fared considerably better than standard alternatives. The potential for value-adding innovation is becoming an increasingly i...

                                                                                                                                                                                                                                                                                                                                                    Euromonitor International's Home Care in Japan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

                                                                                                                                                                                                                                                                                                                                                    Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

                                                                                                                                                                                                                                                                                                                                                    Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

                                                                                                                                                                                                                                                                                                                                                    Why buy this report?
                                                                                                                                                                                                                                                                                                                                                    * Get a detailed picture of the Home Care market;
                                                                                                                                                                                                                                                                                                                                                    * Pinpoint growth sectors and identify factors driving change;
                                                                                                                                                                                                                                                                                                                                                    * Understand the competitive environment, the market’s major players and leading brands;
                                                                                                                                                                                                                                                                                                                                                    * Use five-year forecasts to assess how the market is predicted to develop.

                                                                                                                                                                                                                                                                                                                                                    Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

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