Surface care was the biggest beneficiary from the outbreak of COVID-19 when it came to home care. Even prior to COVID-19 most consumers in Japan displayed concern over good hygiene practices, but with the outbreak of the virus these concerns multiplied.
In April 2020 the government declared a state of emergency which created heightened concern over the threat COVID-19 posed to consumers and their families. Taking a preventative approach to COVID-19, many people rushed to stores to stock up on cleaning products, and in particular surface care.
Multi-purpose cleaners had started to lose favour during the review period with consumers looking for products that meet the specific demands of different areas of the home. However, the category recorded huge gains in 2020, with these products proving attractive to those consumers looking to clean their whole home quickly and conveniently.
Sales of surface care are expected to stabilise from 2021 onwards, albeit remaining above pre-COVID-19 levels. COVID-19 served to highlight the importance of maintaining a clean and hygienic home and while the panic created by the pandemic should subside, it is nonetheless likely to have a lasting legacy, with even the younger generations having seen why a clean home is important.
In February 2021 Japan started to roll out its vaccination programme with it hoping to transition towards a new normal by 2022. Nevertheless, in January 2021 the government declared a new state of emergency which has been extended to March 2021.
In order to sustain the heightened interest in surface care created by COVID-19 manufacturers will need to focus on new product development and marketing. One way they will likely look to do this is by focusing on the antibacterial claims of their products, with Japan having suffered through bird flu, as well as COVID-19.
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Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface Care research and analysis database.
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