Toilet Care in Japan

PROSPECTS

Convenience is king in toilet care

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.

Tankless toilets could have negative implications for in-cistern devices

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.

Increasing number of toilets offers potential boost to demand

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.

COMPETITIVE LANDSCAPE

Kobayashi Pharmaceutical loses share as in-cistern devices fall out of favour

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.

Toilet Magiclean promises clean and odour-free toilets

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.

Scrubbing Bubbles attracting more affluent consumers

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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