PROSPECTS AND OPPORTUNITIES
Decline set to continue due to lack of knowledge and competition
As the influence of COVID-19 wanes, bleach is expected to contract further in both retail volume and current value terms in Japan, falling below the 2019 level of volume sales in 2025, and to the level of current value sales the following year. Nevertheless, even after reaching the 2019 levels, sales are anticipated to continue to fall, partly due to the declining population.
Educating consumers on the safe usage of bleach in Japan
As the decline in bleach is anticipated to continue in Japan, companies are expected to focus on product differentiation and clearly defining their target demographic to secure a competitive advantage. Unlike everyday home care products such as laundry detergents and hand dishwashing products, bleach – which is considered a special care item – contains strong cleaning agents.
New role of bleach in Japan’s collector culture
Niche demand has emerged for bleach amongst certain consumers, who use it for their collections of retro toys and plastic items. In particular, there has been a noticeable trend of using bleach to address the yellowing caused by ultraviolet light and age on plastic products.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bleach industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bleach in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bleach in Japan?
- Which are the leading brands in Bleach in Japan?
- How are products distributed in Bleach in Japan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Bleach products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Bleach in Japan - Category analysis
KEY DATA FINDINGS
Bleach faces decline amidst eased pandemic restrictions
Kao prioritises consumer safety with education on bleach
Kaneyo Soap celebrates 90 years with eco-friendly promotions
Decline set to continue due to lack of knowledge and competition
Educating consumers on the safe usage of bleach in Japan
New role of bleach in Japan’s collector culture
Home Care in Japan - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Bleach
Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).
See all of our definitionsWhy buy this report?
- 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
This report originates from Passport, our Bleach research and analysis database.
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