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Volume sales fall, but value growth driven by demand for energy efficiency and premiumisation
Consumer appliances experienced a complex performance landscape in Japan in 2025, with a total retail volume decline of 0.8% to 91.3 million units, driven by economic struggles and the high penetration levels of appliances overall. Despite this, there were areas of growth, such as air conditioners, which saw expansion driven by consumer demand for energy-efficient products. Consumer appliances is expected to see retail volume sales decline at a CAGR of 0.5% to reach 89.1 million units by 2030. However, value sales are set to grow in current terms, driven by increasing demand for energy-efficient products and premiumisation. To succeed, brands should focus on developing products that offer visible benefits and long-term value for money, such as energy-efficiency, compactness and convenience that buys time, and effectively communicate these benefits to consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances 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 Consumer Appliances 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 Consumer Appliances in Japan?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in Japan
Volume sales fall, but value growth driven by demand for energy efficiency and premiumisation
Chart 1 Key Trends 2025
Shifting consumer preferences drive sales in a challenging economic environment
Affordable drum-type washers disrupt laundry appliances in Japan
Chart 2 Yamada Denki launches a washer dryer under JPY110,000, following Nitori.
Growth in air conditioners driven by energy efficiency, supported by circulators
Chart 3 Sharp launches its first air circulator
Two paths emerge: affordability versus long-term value
Chart 4 Analyst Insight
Record-breaking heat in Japan and its impact on consumer needs
Bridging the gap how brands win in beauty tech
Chart 5 Growth Decomposition of Consumer Appliances 2024-2029
Panasonic maintains dominance with broad portfolio presence
Shark drives growth in vacuum cleaners with innovative products
Potential M&A around Hitachi Global Life Solutions
Specialist retailers and e-commerce drive sales
E-commerce continues to grow in consumer appliances
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Japan 2025
Chart 8 Key Insights on Consumers in Japan 2025
Chart 9 Consumer Landscape in Japan 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Dishwashers in Japan
KEY DATA FINDINGS
Sales driven by dual-income households with children seeking convenience
Chart 10 Key Trends 2025
Panasonic's auto-dose dishwasher supports sales through convenience
Chart 11 Analyst Insight
Built-in dishwashers dominates in Japan
Freestanding dishwashers sees growth in 2025
Chart 12 Panasonic launches freestanding dishwasher with auto-dose function
Convenience and energy efficiency to drive future growth
Built-in dishwashers will maintain dominance
Smart features shaping future competitiveness
Panasonic dominates with strong presence in built-in and freestanding dishwashers
Chart 13 Panasonic launches freestanding dishwasher with tumbler and bottle holders
Innovative product launches drive growth and present opportunities
Chart 14 Panasonic launches high-end front-loading built-in dishwasher model
Builder merchants and construction dominates built-in dishwasher sales
Installation services sustain slow growth in retail e-commerce
Home Laundry Appliances in Japan
KEY DATA FINDINGS
Affordable and multifunctional appliances attract consumers
Chart 15 Key Trends 2025
Low-price segment challenges established players
Chart 16 Nitori launched a washer dryer under 100,000yen, surprising the market.
Chart 17 Analyst Insight
Automatic washing machines dominates
New entrants disrupt market with affordable options
Automatic washing machines remain dominant but decline
Multi-functionality and energy efficiency to drive future sales
Panasonic and Hitachi dominate with traditional strength
Rinnai and potential Hitachi divestiture drive market dynamics
Specialist retailers dominate home laundry appliance sales
Emerging trends and retail concepts
Aqua and Hitachi introduce advanced features
Chart 18 Aqua develops Foam Full Wash function
Large Cooking Appliances in Japan
KEY DATA FINDINGS
Sluggish market driven by declining new housing starts
Chart 19 Key Trends 2025
Sluggish market driven by declining new housing starts
Cooking made more convenient with live grill monitoring
Chart 20 Hitachi launches a built-in hob with a camera and a screen
Hands-free control brings IoT power to the kitchen
Chart 21 Mitsubishi Electric enables voice control of built-in hobs
The potential extension of housing loan tax deduction will underpin new housing starts
Ovens unlikely to boom
Will cooker hoods be accepted widely to improve indoor air quality?
Rinnai and Fujioh lead with strong market presence
Paloma Rheem's strengthens its technology portfolio with the acquisition of Fujitsu General
Chart 22 Paloma introduces afterburner" to burn off smoke in fish grill of built-in hobs
Builder merchants drive sales with mandatory professional installation
Chart 23 Analyst Insight
Retail e-commerce plays a limited role in sales
Microwaves in Japan
EY DATA FINDINGS
Stable demand for microwaves
Chart 24 Key Trends 2025
Aladdin reinvents the microwave with retro compact charm
Chart 25 Aladdin enters microwaves with a compact and retro-pop style design
Compact convenience combining toasting and microwaving in one
Chart 26 Hitachi's 2-in-1 product combines a toaster and a microwave.
Single-function microwaves can still offer sophistication
Chart 27 Panasonic to launch a single-function microwave with a high-end infrared sensor
Slow wage growth could impede expansion of microwaves
From big families to solo living: how appliance needs shifted
Chart 28 Analyst Insight
Oligopoly among four major brands
Zojirushi enters microwaves with differentiated features
Appliances and electronics specialists remains a crucial sales channel
Retail e-commerce continues to grow
Refrigeration Appliances in Japan
KEY DATA FINDINGS
Innovation and advanced features needed to stand out
Chart 29 Key Trends 2025
Consumers seek value in advanced fridge freezers
Fridge freezers dominates sales, driven by advanced features
Players in freezers respond to changing consumer needs
Chart 30 Freezing unit becomes more crucial than ever
Consumers drive innovation in refrigeration appliances
Chart 31 Analyst Insight
Freezers to see continued demand despite widespread decline throughout refrigeration appliances
Innovative designs and features to shape future sales
Leading Japanese manufacturers maintain dominance
Potential mergers and acquisitions to reshape landscape
Appliances and electronics specialists leads sales
Retail e-commerce grows with enhanced delivery and set-up services
Advanced features drive innovation in fridge freezers
Chart 32 Panasonic puts "what comes in the middle unit" within product names
Sharp’s AI-powered energy-saving fridge advances market innovation
Chart 33 Sharp cuts off max 35% of electricity by AI
Air Conditioners in Japan
KEY DATA FINDINGS
Panasonic's innovative compressor technology boosts energy efficiency
Chart 34 Key Trends 2025
Panasonic's innovative compressor technology boosts energy efficiency
Chart 35 Panasonic cuts 40% off the power of minimum operation with a new compressor
Air conditioning is not just about temperature
Chart 36 Daikin provides automatic humidity control together with temperature control
Providing a comfortable environment
Chart 37 Mitsubishi Electric enhances emoco-tech personalisation
Subsidies underpin the replacement of less energy efficient air conditioners
Chart 38 Analyst Insight
Bosch acquires Shirokuma-kun brand
Energy efficiency to remain key driver of growth and innovation
Daikin leads the market with execution power
Acquisition to reshape competitive landscape
Specialist retailers and builder merchants drive sales
E-commerce gains traction with installation services
Food Preparation Appliances in Japan
KEY DATA FINDINGS
Blenders plays key role in overall growth
Chart 39 Key Trends 2025
Ninja boosts sales with innovative blender launches
Chart 40 Ninja enters Japan with blenders
Soup makers emerge in blenders
Chart 41 Siroca enables consumers to make warm soup with a blender
Tiger joins the premium segment
Chart 42 Powerful Tiger Edge aggressively launched by Tiger
The hidden challenges behind Japan’s blenders boom
Rising fruit prices could squeeze Japan’s smoothies trend
Blenders boom sparks hope for other kitchen tools
Tescom leads with a wide portfolio in food preparation appliances
From vacuums to blenders: SharkNinja bets on localisation
Chart 43 Analyst Insight
Physical stores will remain relevant
Retail e-commerce continues to grow in importance
Personal Care Appliances in Japan
KEY DATA FINDINGS
Premiumisation drives value sales growth
Chart 44 Key Trends 2025
Premiumisation drives value sales growth
Chart 45 Panasonic launched a hair dryer over 80,000 yen
Hair care appliances leads sales
Compact head trend in hair dryers
Chart 46 Nitori launches a functional compact hair dryer at JPY9,990
Inflation outpaces wage growth in Japan
New players will continuously emerge
Innovation drives growth amidst economic uncertainty
Chart 47 Ya-man launched a mouth massager with a battery toothbrush
Panasonic and other brands drive premiumisation
Emerging brands capitalise on premiumisation and innovation
Chart 48 Analyst Insight
Appliances and electronics specialists benefits from consumer desire to experience products before purchase
Retail e-commerce boosted by new players with a focus on digital marketing
Small Cooking Appliances in Japan
KEY DATA FINDINGS
Affordable and compact products attract consumers
Chart 49 Key Trends 2025
Rice cookers drives premiumisation
Rise of dual-income families reshapes Japanese home life
Not air fryers, but oven toasters
Urban decline drives shift to premium products
Premium rice cookers steady amid price shocks
Chart 50 Analyst Insight
Kettle safety standards to tighten with 2026 PSE update
Zojirushi Corp leads with steady share
De'Longhi stands out as Japan's go-to espresso brand
Appliances and electronics specialists drives small cooking appliance sales
Retail e-commerce gains traction with competitive pricing
2025 new Gohobi-daki models from Tiger
Chart 51 Tiger launches a new model of Gohobi-daki
Compact breadmaker fits trend towards Japanese households becoming smaller
Chart 52 Panasonic launches a compact breadmaker
Vacuum Cleaners in Japan
KEY DATA FINDINGS
Competition intensifies against backdrop of sales decline
Chart 53 Key Trends 2025
Japanese brands slow Dyson's momentum with refined products
Chart 54 Panasonic launches stick vacuum cleaner with micro mist
Standard vacuum cleaners remains dominant despite decline
Technological refinement drives competition and market trends
Chart 55 Shark launches Evopower System Std+
Japanese brands set to refine products further to drive future sales
Sustainability and innovation shape trends for forecast period
Hitachi and Panasonic maintain lead with refined products
Chart 56 Analyst Insight
Emerging players and mergers reshape the market
Specialist retailers and e-commerce drive sales
Panasonic and Ecovacs drive innovation with advanced features
Chart 57 New product by Ecovacs equipped with a roller mop
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
See all of our definitions
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This report originates from Passport, our Consumer Appliances research and analysis database.
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