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Homewares in
Japan

Country Report

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Executive Summary

Apr 2019
PROSPECTS
Time-saving and health are the top trends for kitchen products

Busy modern lifestyles and rising health-awareness are combining to drive up demand for products that enable consumers to prepare healthy food quickly and conveniently. The demand for convenience is being bolstered by an increase in single-person households and families in which both parents are working.

Dinnerware under polarisation

Dinnerware is undergoing a process of polarisation. Brands that are perceived to offer reasonable quality at an affordable price, such as Nitori, Seria, a 100 yen shop, and IKEA, are popular in categories such as dinnerware.

Dual usage products

Homewares is seeing a minor trend towards ovenware that can also be used as dinnerware from brands such as MUJI. Such products appeal to the growing consumer demand for convenience by removing the need to transfer food to dishes once cooked and also cutting down on the amount of washing-up required after a meal.

COMPETITIVE LANDSCAPE
Kai Corp maintains presence in kitchen utensils

Kai Corp maintains a strong presence in kitchen knives, with its Seki Magoroku brand selling particularly well. As well as generating considerable domestic demand, Japanese branded kitchen utensils appeal strongly to inbound tourists who buy them to take home.

Nitori placing growing emphasis on homewares

Nitori is expanding its store network in cities through the opening of smaller outlets tailored to evolving shopping habits amongst urban consumers. This is leading the company to place an increasing emphasis on homewares, as its new urban stores are not large enough to show much furniture and homewares generates a higher frequency of sales.

MUJI expanding

MUJI is building a presence in homewares through the consistent expansion of its store network and maintaining the quality of its product offer. The brand’s positioning is less strongly founded on pricing than previously thanks to the emergence of players such as Nitori and 100 yen shops.

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Homewares in Japan

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Overview: Discover the latest market trends and uncover sources of future market growth for the Homewares 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.

The Homewares in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 market research database.

Homewares in Japan - Category analysis

HEADLINES

PROSPECTS

Time-saving and health are the top trends for kitchen products
Dinnerware under polarisation
Dual usage products

COMPETITIVE LANDSCAPE

Kai Corp maintains presence in kitchen utensils
Nitori placing growing emphasis on homewares
MUJI expanding

CATEGORY DATA

Table 1 Sales of Homewares by Category: Value 2013-2018
Table 2 Sales of Homewares by Category: % Value Growth 2013-2018
Table 3 Sales of Homewares by Material: % Value 2013-2018
Table 4 NBO Company Shares of Homewares: % Value 2014-2018
Table 5 LBN Brand Shares of Homewares: % Value 2015-2018
Table 6 Distribution of Homewares by Format: % Value 2013-2018
Table 7 Forecast Sales of Homewares by Category: Value 2018-2023
Table 8 Forecast Sales of Homewares by Category: % Value Growth 2018-2023

Home and Garden in Japan - Industry Overview

EXECUTIVE SUMMARY

Changing environment throws up challenges
Targeting younger consumers
Success for players seen to combine quality and affordability
Growing role for internet retailing
Increasing polarisation

MARKET DATA

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

DEFINITIONS

SOURCES

Summary 1 Research Sources