Executive Summary

Feb 2019
Demographic developments contribute to modest growth

Having peaked in 2008, Japan’s population is in decline. However, the number of households continues to rise as the country sees an increase in people living alone.

Time pressures support demand

The increasing number of women entering full-time paid employment, supported by government initiatives to stimulate the economy, is placing increasing pressure on consumer time. With less time to spend on household chores and time spent with family at more of a premium, there is a growing demand for consumer appliances that reduce the time and effort involved in household tasks.

Japanese manufacturers finally focus on connected appliances

Compared to nearby countries, South Korea and China, the consumer appliances market in Japan has lagged behind in terms of connectivity to smartphones, to each other and to homes. The two giants in Japan, Panasonic and Hitachi, are finally focusing on connected appliances, on the Internet of Things (IoT) aspect of the products and services.

Internet retailing grows quickly in small appliances

While electronics and appliances specialist retailers remain the largest distributer of consumer appliances, internet retailing is expanding in small appliances. Its rate of expansion is slower in major appliances for two main reasons.

Overall stagnation expected over forecast period, but areas of potential remain

Consumer appliances is expected to see volumes stagnate over 2018-2023, with growth constrained by the deep level of penetration achieved in some important categories and a declining population. However, some categories offer potential for expansion as they tap into evolving demand trends underpinned by changing lifestyles and demographic developments.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Consumer Appliances in Japan

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Appliances 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 Consumer Appliances industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Japan for free:

The Consumer Appliances in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Consumer Appliances in Japan?
  • What are the major brands in Japan?
  • How was category performance been affected by current economic climate?
  • How is penetration for consumer appliances going to develop over the medium term?

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 Consumer Appliances market research database.

Consumer Appliances in Japan

EXECUTIVE SUMMARY

Demographic developments contribute to modest growth
Time pressures support demand
Japanese manufacturers finally focus on connected appliances
Internet retailing grows quickly in small appliances
Overall stagnation expected over forecast period, but areas of potential remain

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 13 Sales of Small Appliances by Category: Volume 2013-2018
Table 14 Sales of Small Appliances by Category: Value 2013-2018
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Treatment Products in Japan

HEADLINES

PROSPECTS

Stagnation expected, though weather remains key in air treatment products
Aesthetics can strengthen product differentiation
Dehumidifiers appeal to busy consumers

COMPETITIVE LANDSCAPE

Panasonic retains the lead in air treatment products
Balmuda sees dynamic growth

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2013-2018
Table 36 Sales of Air Treatment Products by Category: Value 2013-2018
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2013-2018
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 42 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2018-2023
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Dishwashers in Japan

HEADLINES

PROSPECTS

Lack of new house completions to negatively affect dishwashers in Japan
Formats remain limited in dishwashers
Connectivity is still negligible in dishwashers

COMPETITIVE LANDSCAPE

Highly consolidated category
Lack of competition might constrain product innovation in dishwashers

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2013-2018
Table 49 Sales of Dishwashers by Category: Value 2013-2018
Table 50 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 51 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 52 Sales of Dishwashers by Format: % Volume 2013-2018
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 54 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 55 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 56 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 57 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 58 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 59 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Food Preparation Appliances in Japan

HEADLINES

PROSPECTS

Juice extractors shrinks rapidly
Blenders and food processors show small decrease in volume

COMPETITIVE LANDSCAPE

Foreign brands have a presence but Japanese brands take leading positions
Internet retailing becoming increasingly important

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 63 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Home Laundry Appliances in Japan

HEADLINES

PROSPECTS

Premiumisation continues to drive home laundry appliances in Japan
The basic benefits of home laundry appliances are still relevant
Connected laundry appliances present an opportunity

COMPETITIVE LANDSCAPE

Hitachi maintains share growth
Chinese manufacturers expand presence
Domestic leaders may be under threat

CATEGORY DATA

Table 73 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 74 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 75 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 76 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 77 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 78 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 79 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 80 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 81 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 82 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 83 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 84 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 85 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 86 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 88 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Large Cooking Appliances in Japan

HEADLINES

PROSPECTS

Demographic trends militate against expansion
Innovation in small appliances subdues demand
Hectic lifestyles provide another obstacle

COMPETITIVE LANDSCAPE

Fuji’s lead founded on cooker hoods
Significant barriers to foreign involvement in the category

CATEGORY DATA

Table 89 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 90 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 91 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 92 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 93 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 94 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 95 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 96 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 97 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 98 NBO Company Shares of Ovens: % Volume 2014-2018
Table 99 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 100 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 101 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 102 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 103 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 104 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 105 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Microwaves in Japan

HEADLINES

PROSPECTS

Microwaves set to see turnaround
Suited to busy lifestyles
Opportunities for innovation

COMPETITIVE LANDSCAPE

Panasonic leads, but Sharp closes gap in 2018

CATEGORY DATA

Table 108 Sales of Microwaves by Category: Volume 2013-2018
Table 109 Sales of Microwaves by Category: Value 2013-2018
Table 110 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 111 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 112 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 113 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 114 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 115 Distribution of Microwaves by Format: % Volume 2013-2018
Table 116 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 117 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 118 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 119 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 120 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Personal Care Appliances in Japan

HEADLINES

PROSPECTS

Polarisation seen in some categories
Trust in domestic brands, though younger generation proving more adventurous
Face massagers leads growth in other personal care appliances

COMPETITIVE LANDSCAPE

Panasonic consolidates dominant position
Dyson grows business in personal care appliances
Panasonic and Philips to expand the oral care appliances market

CATEGORY DATA

Table 121 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 122 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 123 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 124 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 125 Sales of Body Shavers by Format: % Volume 2013-2018
Table 126 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 127 NBO Company Shares of Personal Care Appliances 2014-2018
Table 128 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 129 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 130 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 131 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 132 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 133 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Refrigeration Appliances in Japan

HEADLINES

PROSPECTS

Saturated category leaves little room for volume growth
Premium mid-sized refrigeration appliances could be the next battlefield
Connectivity is still limited to premium models

COMPETITIVE LANDSCAPE

Panasonic maintains pole position in refrigeration appliances in Japan
Haier benefits from dual brand strategy

CATEGORY DATA

Table 134 Sales of Refrigeration Appliances by Category: Volume 2013-2018
Table 135 Sales of Refrigeration Appliances by Category: Value 2013-2018
Table 136 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018
Table 137 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018
Table 138 Sales of Freezers by Format: % Volume 2013-2018
Table 139 Sales of Freezers by Volume Capacity: % Volume 2013-2018
Table 140 Sales of Fridge Freezers by Format: % Volume 2013-2018
Table 141 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018
Table 142 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018
Table 143 Sales of Fridges by Volume Capacity: % Volume 2013-2018
Table 144 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018
Table 145 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018
Table 146 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018
Table 147 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018
Table 148 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018
Table 149 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018
Table 150 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 151 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 152 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 153 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Small Cooking Appliances in Japan

HEADLINES

PROSPECTS

Coffee makers maintain growth
Multi cookers beginning to rise
Pot-type kettles declining while “kettle-type” kettles take over

COMPETITIVE LANDSCAPE

Iwatani holds top spot in freestanding hobs
Bruno increases share in electric grills
Nestlé Nespresso sees dynamism in stagnant category

CATEGORY DATA

Table 154 Sales of Small Cooking Appliances by Category: Volume 2013-2018
Table 155 Sales of Small Cooking Appliances by Category: Value 2013-2018
Table 156 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018
Table 157 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018
Table 158 Sales of Freestanding Hobs by Format: % Volume 2013-2018
Table 159 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018
Table 160 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018
Table 161 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018
Table 162 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 163 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 164 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 165 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Vacuum Cleaners in Japan

HEADLINES

PROSPECTS

Stick vacuum cleaners exceeds cylinder vacuum cleaners in 2018
Design boost for stick vacuum cleaners
Robotic vacuum cleaners increase consumer awareness

COMPETITIVE LANDSCAPE

Dyson increases share as a premium brand
Potential challenge to Dyson
iRobot remains the top runner of robotic vacuum cleaners

CATEGORY DATA

Table 166 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 167 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 168 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 169 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 170 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 171 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 172 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 173 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 174 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 175 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 176 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 177 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023