Executive Summary

Feb 2019
PROSPECTS
Convenience and saving time offer room for growth in automatic dishwashing liquids

Dishwashing in Japan is gradually shifting towards automatic dishwashing, which is expected to see continued growth over the forecast period in contrast to hand dishwashing. The busy urban population is growing in Japan and dishwashers are gradually penetrating households as consumers look to reduce the time spent on household chores.

Growth potential is limited in hand dishwashing

In contrast to automatic dishwashing, there is little potential for growth in the mature hand dishwashing category. Hand dishwashing offers little room for innovation and value is being further dampened by the fact that larger refills are gaining traction, lowering the unit price.

Hand dishwashing requires innovation for growth

Kao has proved that packaging innovation can boost the performance of hand dishwashing. In 2016, the company launched the spray-format hand dishwashing product, Cucute Clear Foam Spray, which had a notable positive impact on the category’s performance.

COMPETITIVE LANDSCAPE
Kao maintains the lead with a strong presence throughout dishwashing

Kao Corp remains the leading manufacturer in dishwashing in Japan. The company dominates hand dishwashing, which generates the majority of dishwashing sales.

Procter & Gamble takes another approach to compete in the category

Procter & Gamble has long been Kao’s strongest rival. The two companies have competed intensely in hand dishwashing and automatic dishwashing.

Lion focuses on automatic dishwashing liquids

Lion is focused on hand dishwashing and automatic dishwashing liquids, withdrawing from automatic dishwashing powders in 2015. The early shift of its resources to automatic dishwashing liquids helped the company to establish a strong presence in the category, which it continued to dominate in 2018, though its share was significantly eroded as a result of Kao’s expansion.

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Dishwashing in Japan

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Overview

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

The Dishwashing 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 Dishwashing in Japan?
  • What are the major brands in Japan?
  • What is the dishwasher penetration rate in Japan?
  • What are the key new product launches in the dishwashing products market?

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.

Dishwashing in Japan - Category analysis

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 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % 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 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources