Laundry detergents is the dominant area of laundry care, but while other areas witnessed stronger growth in 2020 due to COVID-19, these products saw sales stagnate. Laundry detergents is a mature category and there is little scope for generating increased demand, with volume sales having already started to stagnate even prior to COVID-19.
In response to COVID-19 businesses were encouraged to make arrangements for consumers to work from home to reduce the risks of spreading the virus. As a result, there was less call for formalwear, which in turn influenced consumer purchasing decisions when it came to laundry care.
Graphico Inc’s OxiClean was one of the big winners from the COVID-19 crisis, with the brand increasing its lead in spot and stain removers. Starting out in e-commerce and Costco, the brand saw a rapid ascent over the review period which continued into 2020.
Fabric softeners have traditionally been used for ensuring that clothing, towels and sheets retain their softness after washing. However, there was a growing focus on smell towards the end of the review period with consumers becoming increasingly conscious of smells and as such have turned to fabric softeners with pleasant fragrances.
Spot and stain removers and colour safe laundry bleach both saw strong growth in 2020, with sales benefiting from an increased focus on hygiene. While growth is expected to stabilise, sales are likely to remain above levels seen pre-COVID-19, with consumers not expected to ditch these products having become familiar with their adaptability for various uses around the home.
Kao Corp, Procter & Gamble, and Lion Corp account for nearly all sales of laundry care in Japan, with little sign of this changing over the forecast period. These players are constantly renewing their ranges and launching new innovations to help them remain ahead of the competition, making it hard for any other players to compete.
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Understand the latest market trends and future growth opportunities for the Laundry 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.
If you're in the Laundry 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.
This report originates from Passport, our Laundry Care research and analysis database.
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