With consumers leading increasingly busy lifestyles, dishwashing had seen sales start to decline in the second half of the review period, with the category also suffering from maturity. However, with the outbreak of COVID-19 and the declaration of a state of emergency consumers were forced to adjust.
Kao Corp retained a strong lead in dishwashing in 2020, leading both hand dishwashing and automatic dishwashing, primarily due to the strength of its CuCute brand, although it also offers the Family brand. With dishwashing having shown signs of maturity the company has been investing in new product development as it looks to add value to its portfolio.
Dishwasher possession rates continued to rise in Japan in 2020, with home seclusion having caused some consumers to reflect on what improvements can be made to their home. Nevertheless, even before COVID-19 dishwashing in Japan was gradually shifting towards automatic dishwashing.
There is some hope that with the rolling out of vaccines globally COVID-19 will finally be contained. Nevertheless, in the short-term at least, it is expected to continue disrupting the lives of consumers in Japan.
COVID-19 served to highlight the benefits of owning a dishwasher for many consumers, with the possession rate set to continue rising. Despite adjustments to Japan’s Labor Laws, which have placed limits on overtime, there is nonetheless an ingrained culture of working long hours.
After a resurgence in demand in 2020 due to home seclusion, hand dishwashing is projected to see sales stabilise over the forecast period, returning to similar levels to those seen pre-COVID-19. The category was already facing maturity due to a shrinking population and growing competition from automatic dishwashing and with the population set to shrink further over the forecast period the outlook is not good.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Dishwashing research and analysis database.
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