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Home Care in Japan

  • ID: 2563515
  • Report
  • March 2021
  • Region: Japan
  • 65 pages
  • Euromonitor International
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The outbreak of COVID-19 in Japan had a significant impact on sales of home care products, with consumers feeling a heightened sense of concern over hygiene around the home. Not only that, but with many businesses switching to work-from-home arrangements and with the government advising against unnecessary trips outside the home – especially during the state of emergency – consumers were spending more time indoors.

The Home Care in Japan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Home Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
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EXECUTIVE SUMMARY
  • COVID-19 impact on home care
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for home care?
  • Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
  • Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
  • Table 1 Households 2015-2020
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2015-2020
  • Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
  • Table 4 NBO Company Shares of Home Care: % Value 2016-2020
  • Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
  • Table 7 Distribution of Home Care by Format: % Value 2015-2020
  • Table 8 Distribution of Home Care by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES
  • Summary 1 Research Sources
KEY DATA FINDINGS

2020 IMPACT
  • Fewer wash loads results in reduced demand for laundry detergents
  • With consumers dressing down due to home seclusion the demand for laundry care for formalwear and fine fabrics drops
  • OxiClean continues to attract new users with its versatile products
RECOVERY AND OPPORTUNITIES
  • Consumers turning to fabric softeners as a way to remove bad smells
  • Hygiene and fabric care expected to have a strong influence on demand
  • Kao Corp and Procter & Gamble expected to cement their dominance over the forecast period
CATEGORY DATA
  • Table 11 Sales of Laundry Care by Category: Value 2015-2020
  • Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
  • Table 13 Sales of Laundry Aids by Category: Value 2015-2020
  • Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
  • Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
  • Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
  • Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
  • Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
  • Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
  • Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
  • Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
  • Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
  • Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
  • Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion drives spike in demand for dishwashing products
  • Kao continues to innovate as it looks to strengthen its lead
  • Automatic dishwashing continues to see a shift towards liquids and tablets
RECOVERY AND OPPORTUNITIES
  • Demand for dishwashing tied to the progress made in tackling COVID-19
  • Dishwasher ownership set to continue rising as consumers value convenience
  • Hand dishwashing set to suffer from maturity
CATEGORY DATA
  • Table 25 Sales of Dishwashing by Category: Value 2015-2020
  • Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
  • Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
  • Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
  • Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
  • Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • COVID-19 creates widespread concern over the need for a thorough hygiene routine around the home
  • Some supply shortages seen as manufacturers struggle to keep up with demand
  • Multi-purpose cleaners benefits from convenience and value proposition
RECOVERY AND OPPORTUNITIES
  • COVID-19 expected to have a lasting impact on surface care, but players may need to look for new opportunities
  • Sales expected to stabilise as COVID-19 is contained
  • Antibacterial claims set to feature prominently in new product development and marketing, with natural products also offering potential
CATEGORY DATA
  • Table 31 Sales of Surface Care by Category: Value 2015-2020
  • Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
  • Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
  • Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
  • Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
  • Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
  • Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
  • Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
  • Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
  • Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Bleach sees explosion in demand as consumers return to tried and tested products
  • Bleach benefits from its affordability and efficacy
  • Haiter increases its dominance thanks to trusted image and strong shelf presence
RECOVERY AND OPPORTUNITIES
  • Sales of bleach are set to start declining again after resurgence in 2020
  • Health concerns damaging to the image of bleach
  • Little change expected in the competitive environment
CATEGORY DATA
  • Table 41 Sales of Bleach: Value 2015-2020
  • Table 42 Sales of Bleach: % Value Growth 2015-2020
  • Table 43 NBO Company Shares of Bleach: % Value 2016-2020
  • Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
  • Table 45 Forecast Sales of Bleach: Value 2020-2025
  • Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion boosts demand for toilet care, while demographic factors also continue to drive sales
  • Consumers making the switch to tankless toilets rendering in-cistern devices redundant
  • Toilet liquids/foam appreciated for the convenience these products offer
RECOVERY AND OPPORTUNITIES
  • Sales expected to stabilise as consumers return to the workplace
  • Players expected to focus on hygiene and convenience to drive sales
  • Kobayashi expected to come under mounting pressure as consumers shift away from in-cistern devices
CATEGORY DATA
  • Table 47 Sales of Toilet Care by Category: Value 2015-2020
  • Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
  • Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
  • Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
  • Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
  • Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Floor polish sees slight improvement due to home seclusion, but sales still struggle for growth
  • Shoe polish loses its shine as consumers have no need for formal footwear
  • Little change in demand for furniture polish
RECOVERY AND OPPORTUNITIES
  • Floor polish expected to lose further sales due to the changing lifestyles of consumers
  • Shoe polish set to post a recovery as workplaces reopen
  • Little change in competitive landscape anticipated as demand falls
CATEGORY DATA
  • Table 53 Sales of Polishes by Category: Value 2015-2020
  • Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
  • Table 55 NBO Company Shares of Polishes: % Value 2016-2020
  • Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
  • Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
  • Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Air care for the home thrives as consumers look for ways to improve their living spaces
  • Fewer car trips means fewer sales of car air fresheners
  • Cleverin records huge gains thanks to its unique antibacterial/virucidal gel air freshers
RECOVERY AND OPPORTUNITIES
  • Demand set to stabilise but COVID-19 expected to have a lasting impact on air care
  • Car air fresheners expected to see a return to growth as consumers get on the move again
  • Air care could face competition from appliances that improve indoor air quality
CATEGORY DATA
  • Table 59 Sales of Air Care by Category: Value 2015-2020
  • Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
  • Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020
  • Table 62 NBO Company Shares of Air Care: % Value 2016-2020
  • Table 63 LBN Brand Shares of Air Care: % Value 2017-2020
  • Table 64 Forecast Sales of Air Care by Category: Value 2020-2025
  • Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion attracts more pests and drives demand for home insecticides
  • Earth Corp retains the lead with strong portfolio of products
  • Uncertainty around COVID-19 places an even greater emphasis on brand familiarity
RECOVERY AND OPPORTUNITIES
  • Impact of COVID-19 could last beyond 2020 with consumers expected to focus on prevention when it comes to pests
  • Little change expected in the competitive landscape
  • Climate change expected to support sales of home insecticides
CATEGORY DATA
  • Table 66 Sales of Home Insecticides by Category: Value 2015-2020
  • Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020
  • Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
  • Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020
  • Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020
  • Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025
  • Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

Note: Product cover images may vary from those shown
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