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.
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.
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.
Kao Corp remains the leading manufacturer in dishwashing in Japan. The company dominates hand dishwashing, which generates the majority of dishwashing sales.
Procter & Gamble has long been Kao’s strongest rival. The two companies have competed intensely in hand dishwashing and automatic dishwashing.
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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This industry report originates from Passport, our Home Care market research database.