Executive Summary

Feb 2019
PROSPECTS
Losing out to more convenient products

While rising consumer hygiene-consciousness would seem to offer opportunities for the development of bleach, the increasing emphasis on convenience and ease-of-use amongst time-starved consumers is having a negative impact on the category’s development. With manufacturers incorporating germ elimination functions into convenient, easy-to-use products across surface care, bleach is increasingly seen as old-fashioned product and the category is set to experience ongoing decline over the forecast period.

Move away from cloths hits laundry function

The diversification of home care products and increasing consumer use of convenient products from categories such as kitchen cleaners and bathroom cleaners is further impacting sales of bleach by undermining its use in laundry tasks. This is a key area of bleach usage, as the product is used to sanitise fabric wiping cloths that may come into contact with potentially harmful microbes while cleaning surfaces such as kitchen worktops and dining tables.

Concerns about the effects of chemicals provide potential obstacle

The broader health and wellness trend that underpins increasing consumer awareness of hygiene also has the potential to undermine sales in bleach, as consumers become concerned about the impact of chemicals on human health. In addition, in many markets, consumers are becoming increasingly conscious of the effect of such chemicals on the environment, providing another potential obstacle to the category’s development.

COMPETITIVE LANDSCAPE
Kao dominates

Kao continues to dominate bleach in Japan. The company’s Haiter brand is strongly associated with bleach in the minds of consumers and Kao also uses it in colour-safe laundry bleach and kitchen cleaners.

Strong private label segment

Private label’s share of bleach sales rose over the review period, as price-based competition intensified. Strong price-based competition is supported by the fact that bleach is a highly commodified category with relatively little brand loyalty and limited potential for innovation, with new product developments tending to incorporate similar functionality in more sophisticated products categorised in areas such as kitchen cleaners and bathroom cleaners.

Little incentive for investment

After Lion Corp withdrew from the category in 2015, the only branded player remaining in the category other than Kao at the end of the review period was Kaneyo Soap Co. The main reason for this very consolidated competitive environment is that bleach is perceived to offer little potential to generate significant profits because of its commodity status, low average unit price and falling demand.

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Bleach in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bleach industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Japan market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bleach in Japan?
  • What are the major brands in Japan?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Japan?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Bleach in Japan - Category analysis

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 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in Japan - Industry Overview

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 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources