Toilet Care in Japan

PROSPECTS

Increasing number of toilets potential boost to demand

The increasing number of toilets per household 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.

Sanitaryware innovation poses potential threat

Rising consumer hygiene-consciousness is a key factor in the development of toilet care, though current innovation in toilets has the potential to undermine demand in the category. Technologies recently introduced in sanitaryware are claimed to prevent germs and dirt from remaining on the surface of the toilet.

Toilet care needs to target key demand trends

Toilet care manufacturers need to focus on enhancing the convenience of products in order to stimulate demand. Products that require minimal consume effort and time and have a long-lasting effect are the most likely to thrive during the forecast period.

COMPETITIVE LANDSCAPE

Kobayashi Pharmaceutical dominates

Kobayashi Pharmaceutical Co Ltd maintained its dominant position in toilet care in 2018. The company’s leading position is founded on its strength in on-cistern devices, in which it is represented by its flagship brand, Bluelet.

Domestic rivals focus on liquids/foam

Kobayashi Pharmaceutical’s main rivals in toilet care, fellow Japanese players, Kao Corp and Lion Corp, are both primarily reliant on toilet liquids/foam. Both companies are focusing on the development of products offering enhanced convenience to the market’s growing number of elderly consumers and those who care for them.

Johnson focuses on core brand

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.

Files are delivered directly into your account within a few minutes of purchase.