Home Improvement in Japan

PROSPECTS

Increasing interest in DIY supports growth in power tools

Power tools saw ongoing growth in 2019 and is expected to continue to see sales rise over the forecast period. Demand is rising amongst non-professionals as DIY becomes increasingly popular in the market.

Promoting sales to professional customers

While Japan is seeing a rise in interest in DIY, a declining, ageing population is putting pressure on sales to consumers. Consequently, some home centres are focusing on developing home improvement sales to professionals.

Contrasting outlook across home improvement categories

Home improvement is expected to see contrasting performances across categories over the forecast period. While categories such as carpets, floor tiles and hand tools are set to register decline between 2019 and 2024, others, including bathroom and sanitaryware, cordless drills, and decorative paint, are expected to see ongoing growth.

COMPETITIVE LANDSCAPE

Bathroom and sanitaryware players see notable growth

The expansion of bathroom and sanitaryware drove the performances of the most dynamic players in home improvement in 2019, including Toto Ltd, LIXIL Group Corp and Panasonic Corp. These companies have built strong brands with high levels of consumer recognition and trust.

Power tools players hold a prominent presence in home improvement

Three of the top four home improvement players, Makita Corp, Koki Holdings, and Bosch Corp, were focused on power tools in 2019. Having left Hitachi Group, Hitachi Koki Co Ltd changed its company name to Koki Holdings Co Ltd and its brand name to HiKOKI in 2018.

Consolidation occurring in home improvement and gardening specialist retailing

Home improvement is likely to be influenced by the ongoing consolidation being witnessed in home improvement and gardening stores. For major home centre companies, the adoption of acquisitive strategies is being driven by the fact that expansion through the opening of new stores is becoming increasingly difficult due to the limited number of suitable new store locations that are not currently already occupied by rivals.

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