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Strategy Briefing

The Future of Surface Care in Modern Living: Asia Pacific – Japan and The Tigers

56 pages, Aug 2015

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Surface care is projected to generate the second most value growth over 2014-2019 within the global home care industry, thanks to its essential status in consumers’ home care regimes. Almost half of value sales growth is set to be generated by Asia Pacific, a region that contains developed, emerging and frontier countries. This report analyses the features and assesses the growth potential in these three types of market, which may have implications for other countries around the world.

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Overview

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.

Asia Pacific a unique regional market

Asia Pacific is set to lead the world in terms of value growth in surface care over 2014-2019, with forecast absolute value growth in excess US$1.1 billion, accounting for half of the global total. Growth potential could be further boosted due to its unique regional characteristics, combining developed, emerging and frontier markets.

China to lead the region in surface care growth

Surface care consumption is set to become mainstream in China, driven by rising disposable incomes and the Westernisation of home care culture. Demand by format is closely related to lifestyle and living environment, which exposes underdeveloped categories that appear ripe for further development, such as floor cleaners, and wipes and floor cleaning systems.

Japan indicates future consumption patterns

Japan is arguably the most advanced economy in the region, and demand for surface care has become highly saturated. While the market still has opportunities for growth, especially for products orientated towards its ageing population, its position as a generator of future trends may outweigh its overall growth potential.

Frontier markets offer long-term opportunities

While India is home to a huge population (second only to China), it offers only limited growth potential, as a result of low average incomes and the prevalence of alternatives. Indonesia, however, appears to offer a much more appealing opportunity, given its strategic importance in terms of geographic location in Southeast Asia. It combines large households and consumers’ attitude of “spend rather than save”, which has hastened the development of more modern modes of living.

A varied Asia Pacific requires multiple approaches

Overall, potential for growth in Asia Pacific exists in all three economic clusters, meaning companies looking to dominate the region require a multidiscipline approach to span three very different market realities.

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Introduction

Scope

Key findings

The importance of surface care

High spend in developed regions but limited potential

Asia Pacific leads developing regions in value growth

All eyes on Asia Pacific

Defining the cluster of markets

Surface care drivers

Surface care hierarchy review

What are we talking about?

Premium drives value growth in developed countries

Mass products generate rapid growth in emerging markets

Substitution offers transition opportunity in frontier markets

Market drivers for surface care

Overview of Asia Pacific

Analysis criteria

Japan

Income and premium focus

Category development

Surface care overview in Japan

Growth potential can be boosted

The young and old place emphasis on convenience

Adding value for ageing population and everyone

Growing female workforce: Surface care contracted out

Demand on machine convenience remain strong in Japan

Machines offer potential in supplementary surface care products

Potential in further boosting wipes consumption

Eating out culture reduces consumption in kitchen cleaners

Less eating out, more cleaning

Japan’s Medium Term Outlook

The pinnacle of development?

Key growth areas

Kitchen and multipurpose

Japan as Asia Pacific archetype?

Developed Markets: Asian Tigers

Tradition matters

The four tigers

Surface care in the “tiger” economies

South Korea drives sales

Similar yet different

Urbanisation a double-edged sword for surface care demand

Home care cleaning systems and wipes are underdeveloped

Automated cleaners may offer potential for growth

Culture of domestic help: A challenge to be addressed

A lesson from Brazilian maid service

Tiger’s Medium Term Outlook

Surface care stasis?

Asian tigers forecast

Developed Market Conclusions

The struggle ahead

In conclusion: P remiumisation the way to go

Emerging markets the key growth driver in surface care

Still room for improvement in developed economies

Different market has different needs

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Megatrends

Strategy Briefing

The Future of Surface Care in Modern Living: Asia Pacific – Japan and The Tigers

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Asia Pacific a unique regional market

China to lead the region in surface care growth

Japan indicates future consumption patterns

Frontier markets offer long-term opportunities

A varied Asia Pacific requires multiple approaches

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

The importance of surface care

High spend in developed regions but limited potential

Asia Pacific leads developing regions in value growth

All eyes on Asia Pacific

Defining the cluster of markets

Surface care drivers

Surface care hierarchy review

What are we talking about?

Premium drives value growth in developed countries

Mass products generate rapid growth in emerging markets

Substitution offers transition opportunity in frontier markets

Market drivers for surface care

Overview of Asia Pacific

Analysis criteria

Japan

Income and premium focus

Category development

Surface care overview in Japan

Growth potential can be boosted

The young and old place emphasis on convenience

Adding value for ageing population and everyone

Growing female workforce: Surface care contracted out

Demand on machine convenience remain strong in Japan

Machines offer potential in supplementary surface care products

Potential in further boosting wipes consumption

Eating out culture reduces consumption in kitchen cleaners

Less eating out, more cleaning

Japan’s Medium Term Outlook

The pinnacle of development?

Key growth areas

Kitchen and multipurpose

Japan as Asia Pacific archetype?

Developed Markets: Asian Tigers

Tradition matters

The four tigers

Surface care in the “tiger” economies

South Korea drives sales

Similar yet different

Urbanisation a double-edged sword for surface care demand

Home care cleaning systems and wipes are underdeveloped

Automated cleaners may offer potential for growth

Culture of domestic help: A challenge to be addressed

A lesson from Brazilian maid service

Tiger’s Medium Term Outlook

Surface care stasis?

Asian tigers forecast

Developed Market Conclusions

The struggle ahead

In conclusion: P remiumisation the way to go

Emerging markets the key growth driver in surface care

Still room for improvement in developed economies

Different market has different needs

Why buy this report?

Want to find out more about this report?

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