Home Care in Japan

March 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Japan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Japan?
  • Which are the leading brands in Home Care in Japan?
  • How are products distributed in Home Care in Japan?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Japan

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Japan

KEY DATA FINDINGS

2020 IMPACT

Fewer wash loads results in reduced demand for laundry detergents
With consumers dressing down due to home seclusion the demand for laundry care for formalwear and fine fabrics drops
OxiClean continues to attract new users with its versatile products

RECOVERY AND OPPORTUNITIES

Consumers turning to fabric softeners as a way to remove bad smells
Hygiene and fabric care expected to have a strong influence on demand
Kao Corp and Procter & Gamble expected to cement their dominance over the forecast period

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Japan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion drives spike in demand for dishwashing products
Kao continues to innovate as it looks to strengthen its lead
Automatic dishwashing continues to see a shift towards liquids and tablets

RECOVERY AND OPPORTUNITIES

Demand for dishwashing tied to the progress made in tackling COVID-19
Dishwasher ownership set to continue rising as consumers value convenience
Hand dishwashing set to suffer from maturity

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 creates widespread concern over the need for a thorough hygiene routine around the home
Some supply shortages seen as manufacturers struggle to keep up with demand
Multi-purpose cleaners benefits from convenience and value proposition

RECOVERY AND OPPORTUNITIES

COVID-19 expected to have a lasting impact on surface care, but players may need to look for new opportunities
Sales expected to stabilise as COVID-19 is contained
Antibacterial claims set to feature prominently in new product development and marketing, with natural products also offering potential

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Japan

KEY DATA FINDINGS

2020 IMPACT

Bleach sees explosion in demand as consumers return to tried and tested products
Bleach benefits from its affordability and efficacy
Haiter increases its dominance thanks to trusted image and strong shelf presence

RECOVERY AND OPPORTUNITIES

Sales of bleach are set to start declining again after resurgence in 2020
Health concerns damaging to the image of bleach
Little change expected in the competitive environment

CATEGORY DATA

Table 41 Sales of Bleach: Value 2015-2020 Table 42 Sales of Bleach: % Value Growth 2015-2020 Table 43 NBO Company Shares of Bleach: % Value 2016-2020 Table 44 LBN Brand Shares of Bleach: % Value 2017-2020 Table 45 Forecast Sales of Bleach: Value 2020-2025 Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Japan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion boosts demand for toilet care, while demographic factors also continue to drive sales
Consumers making the switch to tankless toilets rendering in-cistern devices redundant
Toilet liquids/foam appreciated for the convenience these products offer

RECOVERY AND OPPORTUNITIES

Sales expected to stabilise as consumers return to the workplace
Players expected to focus on hygiene and convenience to drive sales
Kobayashi expected to come under mounting pressure as consumers shift away from in-cistern devices

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2015-2020 Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Japan

KEY DATA FINDINGS

2020 IMPACT

Floor polish sees slight improvement due to home seclusion, but sales still struggle for growth
Shoe polish loses its shine as consumers have no need for formal footwear
Little change in demand for furniture polish

RECOVERY AND OPPORTUNITIES

Floor polish expected to lose further sales due to the changing lifestyles of consumers
Shoe polish set to post a recovery as workplaces reopen
Little change in competitive landscape anticipated as demand falls

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2015-2020 Table 54 Sales of Polishes by Category: % Value Growth 2015-2020 Table 55 NBO Company Shares of Polishes: % Value 2016-2020 Table 56 LBN Brand Shares of Polishes: % Value 2017-2020 Table 57 Forecast Sales of Polishes by Category: Value 2020-2025 Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Japan

KEY DATA FINDINGS

2020 IMPACT

Air care for the home thrives as consumers look for ways to improve their living spaces
Fewer car trips means fewer sales of car air fresheners
Cleverin records huge gains thanks to its unique antibacterial/virucidal gel air freshers

RECOVERY AND OPPORTUNITIES

Demand set to stabilise but COVID-19 expected to have a lasting impact on air care
Car air fresheners expected to see a return to growth as consumers get on the move again
Air care could face competition from appliances that improve indoor air quality

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2015-2020 Table 60 Sales of Air Care by Category: % Value Growth 2015-2020 Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 62 NBO Company Shares of Air Care: % Value 2016-2020 Table 63 LBN Brand Shares of Air Care: % Value 2017-2020 Table 64 Forecast Sales of Air Care by Category: Value 2020-2025 Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Japan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion attracts more pests and drives demand for home insecticides
Earth Corp retains the lead with strong portfolio of products
Uncertainty around COVID-19 places an even greater emphasis on brand familiarity

RECOVERY AND OPPORTUNITIES

Impact of COVID-19 could last beyond 2020 with consumers expected to focus on prevention when it comes to pests
Little change expected in the competitive landscape
Climate change expected to support sales of home insecticides

CATEGORY DATA

Table 66 Sales of Home Insecticides by Category: Value 2015-2020 Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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