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Learn moreFeb 2020
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Toilet liquids/foam was the most dynamic category of toilet care in 2019 and it was also the main focus on new product development. With consumers leading increasingly busy and stressful lives, especially in the country’s urban areas, there is growing demand for products which can reduce the effort required to complete essential household chores.
In-cistern devices remains the largest category of toilet care; however, it continued to decline in 2019 in current value terms. This was partly due to the growing trend towards tankless toilets.
There is an increasing number of toilets per household in Japan, which is creating potential for expansion in toilet care. Consumers living in multi-storey households are increasingly opting to have a toilet on each floor, whereas previously each house typically only had one toilet.
Kobayashi Pharmaceutical Co Ltd maintained its near dominance in toilet care in 2019. The company’s leading position is founded on its strength in in-cistern devices, in which it is represented by its flagship brand, Bluelet.
Kao Corp extended its strong lead in toilet liquids/foam in 2019, with its Toilet Magiclean brand seeing significant gains over the review period. The brand offers a line of products that not only clean the toilet but also provide a deodorising effect, which is seen as an import feature in Japan.
Johnson Co Ltd is the leading foreign manufacturer in toilet care. The company’s Scrubbing Bubbles brand has gained significant awareness and approval amongst more affluent consumers for the convenience its products offer.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Toilet Care 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.
If you're in the Toilet Care industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
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.