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Learn moreMay 2020
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The end of the review period saw a notable trend towards smaller water bottles in the Japanese market. Previously, 500 ml water bottles dominated sales.
Gas pressure cookers, tracked under stove top cookware, are seeing sales decline, largely as a result of their function being usurped by other products, particularly electric multi cookers. Multi cookers are successfully appealing to busy consumers who still wish to cook but have limited time available.
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.
Nitori remained the largest player in homewares in 2019. One of the company’s areas of focus in the Japanese market is the development of its Deco Home branded stores.
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.
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.
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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:
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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.