Competitive Landscape
Toto and Makita Maintain Leadership as Challengers Struggle to Gain Ground
Home improvement in Japan remains highly fragmented, although the leading companies maintained and, in some cases, modestly strengthened their shares over the 2020-2025 period. In 2025, Toto Ltd led with a 5% retail value share, followed closely by Makita Corp at 4%, and LIXIL Group Corp at 2%.
Makita Raises the Bar with High-Power Cordless Tool Launches
The most significant product innovation in late 2025 and into 2026 was the expansion of high-power cordless tool platforms, led by Makita’s 40V Max XGT system. In 2025, Makita introduced two new 40V Max impact wrenches and the 40V Max XGT oscillating multi-tool, both featuring advanced ergonomic design, variable speed, and anti-vibration technology.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Improvement 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.
If you're in the Home Improvement 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 Improvement 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 Improvement in Japan?
- Which are the leading brands in Home Improvement in Japan?
- How are products distributed in Home Improvement in Japan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home Improvement?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home Improvement?
- Where is future growth expected to be most dynamic?
Home Improvement in Japan - Category analysis
Key Data Insights
Home Improvement Summary
Home Improvement Retailers Boost Disaster-Resistant Hardware through Targeted Ranges
Cainz and Kohnan Capture Value-Driven Diy with Private Label Hardware
Toto and Home Paint Brands Drive Eco Upgrades with Water-Saving Fixtures and Heat-Shielding Coatings
A Return to Growth as Retailers Expand Value Diy Ranges to Capture Selective Spending
Players Expected to Leverage Certification to Win Eco-Upgrade Demand
Toto and Makita Maintain Leadership as Challengers Struggle to Gain Ground
Makita Raises the Bar with High-Power Cordless Tool Launches
Home Products Specialists Remains Dominant, While Retail E-Commerce Gains Ground
Cainz Expands Private Label and Omnichannel to Capture Value Diyers
Home and Garden in Japan - Industry Overview
2025 Developments
Key Data Insights
Expansion of Value Diy Ranges to Meet Cost-Conscious Demand in a Subdued Environment
Nitori and Muji Drive Strength of Compact, Multifunctional Home Furnishings
Sustainability Is No Longer an Add-On but a Necessity in Home and Garden
Players Expected to Respond to Compact Living by Expanding Relevant Offerings
Sustainability Set to Accelerate, with Eco Certification, Use of Recyled Materials, and Reuse
Nitori Maintains Its Lead, Although Fragmentation Persists
L Catterton Accelerates Competition in Home Furnishings While Smart Launches Boost Innovation
Home Products Specialists Sustains Leadership as Hybrid Shopping Deepens
Retail E-Commerce Grows for Smaller Goods Thanks to Digital Integration
Country Reports Disclaimer
The following categories and subcategories are included:
Home Improvement
- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
Home Improvement
Includes: products purchased by consumers through retail channels.Excludes: commercial sales to professional builders / tradesmen / contractors etc. Home improvement refers to bathroom and sanitaryware, decorating sundries, floor covering, hand tools, hardware, home paint, kitchen sinks, power tools, wall covering and other home improvement.
See all of our definitionsWhy 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 report originates from Passport, our Home Improvement research and analysis database.
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