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Residential Water Treatment Equipment Market in Japan
Frost & Sullivan, April 2011, Pages: 96
This research service highlights the residential water treatment (RWTE) market in Japan market. It includes key research findings, country profile and a comprehensive background study of the water availability and quality issues in Japan. A separate chapter on industry challenges, market drivers, and market restraints has been included in the research to highlight issues which would be faced by a player wanting to enter the Japanese market. The market analysis chapter includes total market size for RWTE market, revenue forecasts, market share analysis, and market size split by RWTE type, market trends, competitive landscape, and market opportunities.
Research Overview
This Frost & Sullivan research service titled Residential Water Treatment Equipment Market in Japan provides an overview of the residential water treatment equipment (RWTE) market and market dynamics and analysis. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets: point of entry (POE) (reverse osmosis (RO) and ultrafiltration (UF) filters, carbon and sediment filters, water softener and ultraviolet (UV) disinfection), point of use (POU) (counter top, under-the-sink and faucet mount) and pitchers.
Market Overview
Questionable Quality of Tap Water Generates $2.53 Billion for a Relatively Fragmented and Developed Japanese RWTE Market in 2010
The 100-company Strong Market to Grow at a Double-digit Compound Annual Growth Rate to Reach $4.60 Billion in 2016 from $2.26 Billion in 2009
The intensely competitive and fragmented Japanese RWTE market is battling the increasing popularity of bottled water with the offer of novel and ingenious products with superior efficiency, user friendliness and aesthetics. Rising health awareness, media coverage and disposable incomes in the region have led to a higher interest in RWTE, especially among the urbanites. Most importantly, the questionable quality of tap water amid escalating water demands has put the market back on track after the slowdown in 2009. Japan has a reputation for organised supply networks of piped tap water; however, citizens are not confident about the quality of tap water. More than 50 per cent of the population does not drink directly from the tap and prefer some form of water treatment. Nearly 40.0 per cent of the people only drink purified water, while less than 30.0 per cent drink tap water and just over 10.0 per cent drink boiled, but non-purified tap water. Apart from water from RWTE, about 30.0 per cent of the people drink only bottled water.
Price is an important purchase factor in the Japanese RWTE market, causing many market participants to keep their prices unchanged over the years. Consumers perceive RWT products sold by direct selling companies to be of better quality but they are also dissatisfied with their higher prices and lack of quality and after-sales services. Being price sensitive, consumers who do not trust the quality of tap water or the RWTE’s potential, benefits and reliability often compare the cost of the RWTE with alternatives such as bottled water. Therefore, market participants perceive a real threat from bottled water, as the consumption rate of bottled water is marginally close to the adoption rates of RWTE. “Regular bottled drinking water is popular among young professionals who are usually on the move and spend much of their time away from home,” says the analyst of this research. “Hence, the need for RWTE is relatively lower among young families with no children, compared to middle age or elderly groups.”
RWTE companies are now widely adopting attractive financing packages (instalment payment) and money-back guarantees to stave off competition from the bottled water market. They can also gain an edge by lowering the prices of the currently over-priced replacement parts. “Overall, the competitiveness of RWTE companies depends on product quality, credibility, ability to handle water quality issues and market strategies,” notes the analyst. “RWTE companies should focus on manufacturing effective filtration products at reasonable prices to counter the water-quality issues as well as present superior after-sales services.”
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
Point of Use (POU)
- Counter top
- Under-the-sink
- Faucet mount
Point of Entry (POE)
- RO and UF filters
- Carbon and sediment filters
- Water softener
- UV disinfection
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