Household Care in Japan
Euromonitor International's Household 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, 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 illustrate how the market is set to change.
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Tables: 105 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Steady growth driven by new product development
Household care continued to see a steady value sales growth in 2007, largely in line with the review period CAGR. Household penetration for most of the major product areas is high. However, players continued to drive growth by investing in strong new product development. New launches are carefully tailored to meet current consumer demands and thus attract attention, with launches also supported by strong advertising.
Busy consumers demand convenience
Much of the new product development offered towards the end of the review period focused on convenience. These included long-lasting insecticides and air care that require changing less frequently, such as ST Corp’s Mushuuda for walk-in wardrobes, which lasts a year, and the company’s Air Wash for storage space, which lasts 2-3 months. In laundry care, meanwhile, much new product development focused on products that enabled larger washes such as Lion’s Top Fuai-Kan, with consumers thus spending less time washing clothes. However, demand for convenience did not benefit all product areas. Polishes and many surface care products notably suffered as consumers cut back on their time spent on housework and switched to more convenient wipes.
Domestic dominance faces challenge from Procter & Gamble
Most of the leading players are domestic, with Japanese consumers trusting these players to offer products better suited to their needs than those of multinationals. However, third ranked Procter & Gamble proved one of the most dynamic players in household care in 2007, gaining on the two leaders of Kao Corp and Lion Corp. The company benefited from conducting extensive research into Japanese consumers’ demands and launched new products accordingly. In 2007, its version of Ariel containing green tea and bleaching activator for example continued to perform well and gain share.
Little change as convenience shapes shopping patterns
Supermarkets/hypermarkets and health and beauty retailers continued to be the most significant distribution channels for household care in 2007. Household care is typically purchased as part of a weekly shop, with consumers drawn to the wide product range and frequent promotions offered by these channels. Mass merchandisers continued to see a slight growth in value share in 2007 over the previous year, however, as this channel broadened its range of low-priced household care.
Continued steady growth for forecast period
Household care is expected to see continued good growth during the forecast period, largely in line with that seen during the review period. Most product areas will continue to be driven by strong marketing and new product development, with this notably benefiting laundry care and air care. However, some product areas are expected to decline, due to busy consumers cutting back on the time spent on housework, with this particularly impacting polishes, chlorine bleach and many product areas in surface care.
Table of contents
HOUSEHOLD CARE IN JAPAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Steady growth driven by new product development
Busy consumers demand convenience
Domestic dominance faces challenge from Procter & Gamble
Little change as convenience shapes shopping patterns
Continued steady growth for forecast period
KEY TRENDS AND DEVELOPMENTS
Economic improvements boost value-added products
Ecological concerns impact sales
Busy lifestyles no reason to skip grooming
Hygiene and health of increasing importance to Japanese consumers
Leaders benefit from strong understanding of consumer needs
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - JAPAN
DAINIHON JOCHUGIKU CO LTD - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Dainihon Jochugiku Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 3 Dainihon Jochugiku Co Ltd: Competitive Position 2007
EARTH CHEMICAL CO LTD - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Earth Chemical Co Ltd: Key Facts
Summary 5 Earth Chemical Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 6 Earth Chemical Co Ltd: Competitive Position 2007
FUMAKILLA LTD - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Fumakilla Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 Fumakilla Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Fumakilla Ltd: Competitive Position 2007
KOBAYASHI PHARMACEUTICAL CO LTD - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Kobayashi Pharmaceutical Co Ltd: Key Facts
Summary 11 Kobayashi Pharmaceutical Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Kobayashi Pharmaceutical Co Ltd: Competitive Position 2007
NIPPON PAPER CRECIA CO LTD - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Nippon Paper Crecia Co Ltd: Key Facts
Summary 14 Nippon Paper Crecia Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Nippon Paper Crecia Co Ltd: Competitive Position 2007
NISSAN SOAP CO LTD - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Nissan Soap Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Nissan Soap Co Ltd: Competitive Position 2007
RINREI WAX CO - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Rinrei Wax Co: Key Facts
Summary 19 Rinrei Wax Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Rinrei Wax Co: Competitive Position 2007
SARAYA CO LTD - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Saraya Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 22 Saraya Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 23 Saraya Co Ltd: Competitive Position 2007
ST CORP - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 24 ST Corp: Key Facts
Summary 25 ST Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 ST Corp: Competitive Position 2007
UNI-CHARM CORP - HOUSEHOLD CARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Uni-Charm Corp: Key Facts
Summary 28 Uni-Charm Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 29 Uni-Charm Corp: Competitive Position 2007
LAUNDRY CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Biological versus Non-biological Automatic Detergents: % Analysis 2007
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 18 Sales of Laundry Aids by Type: Value 2002-2007
Table 19 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 20 Laundry Care Company Shares 2003-2007
Table 21 Laundry Care Brand Shares 2004-2007
Table 22 Laundry Detergents Company Shares 2003-2007
Table 23 Laundry Detergents Brand Shares 2004-2007
Table 24 Laundry Aids Company Shares 2003-2007
Table 25 Laundry Aids Brand Shares 2004-2007
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 31 Dishwashing Products Company Shares 2003-2007
Table 32 Dishwashing Products Brand Shares 2004-2007
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2002-2007
Table 36 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 37 Sales of Wipes by Type: Value 2002-2007
Table 38 Sales of Wipes by Type: % Value Growth 2002-2007
Table 39 Surface Care Company Shares 2003-2007
Table 40 Surface Care Brand Shares 2004-2007
Table 41 Wipes Company Shares 2003-2007
Table 42 Wipes Brand Shares 2004-2007
Table 43 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Chlorine Bleach: Value 2002-2007
Table 46 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 47 Chlorine Bleach Company Shares 2003-2007
Table 48 Chlorine Bleach Brand Shares 2004-2007
Table 49 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 53 Toilet Care Products Company Shares 2003-2007
Table 54 Toilet Care Products Brand Shares 2004-2007
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2002-2007
Table 58 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 59 Polishes Company Shares 2003-2007
Table 60 Polishes Brand Shares 2004-2007
Table 61 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2002-2007
Table 64 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 65 Air Care Fragrances Rankings by Value 2006-2007
Table 66 Air Care Company Shares 2003-2007
Table 67 Air Care Brand Shares 2004-2007
Table 68 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN JAPAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2002-2007
Table 71 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 73 Insecticides Company Shares 2003-2007
Table 74 Insecticides Brand Shares 2004-2007
Table 75 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012