Home care in 2024: The big picture
In 2024, Japan continued to witness increases in unit prices, which drove retail current value growth in home care, despite a continued slight decline in retail volumes. The volume decline was influenced by several factors, including the falling population, the growing amount of time spent outside the home, and the overall rises in the prices of consumer goods.
2024 key trends
In 2024, price increases and the growth of high-end products significantly drove up value sales. Beyond inflation, there was a notable trend towards premiumisation, characterised by the demand for high-value features such as time-saving convenience, and enhanced emotional appeal through luxurious fragrances.
Competitive landscape
Kao Corp maintained its position as the leading player in home care in Japan in retail value terms in 2024, yet it recognised the need to shift away from its previous strategy of thin profit margins and high sales volumes. The company began to reassess its portfolio, focusing on reducing stock-keeping units (SKUs) and prioritising the acquisition of repeat customers.
Retailing developments
Although the value share of retail e-commerce has been on a rising trend within home care in Japan, and this continued in 2024, its share remained low compared with health and beauty specialists in Japan, which accounted for nearly half of value sales in this year. However, within health and beauty specialists, drugstores in particular is expected to face intensified competition in the coming years.
What next for home care?
Home care in Japan is expected to maintain a slow and steady retail volume decline throughout the forecast period, although growth is set to continue in retail current value terms. The B2C market in Japan is inevitably expected to be affected by the declining population, which will pose significant challenges for volume growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care 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:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care 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 Home Care 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 Home Care in Japan?
- Which are the leading brands in Home Care in Japan?
- How are products distributed in Home Care 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 Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Japan
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Japan
KEY DATA FINDINGS
Air care sees a stabilisation of value sales
ST Corp’s fragrance makeover targets younger consumers
New product development in air care
Shift in values offers opportunities and challenges
Differentiating air care through fragrance innovation
Personalised air care solutions for everyday scenarios
Bleach in Japan
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
Dishwashing in Japan
KEY DATA FINDINGS
Dishwashing in Japan sees a shift towards premium products
Hand dishwashing dominates in Japan, with innovations relating to efficiency and sustainability
P&G innovates in dishwashing with gel tablets aimed at eliminating pre-washing
Kao adapts to rising costs with price increases and points-back promotions in dishwashing
Automatic dishwashing tablets set to perform well in value terms amidst rising prices and changing consumer preference
Kao set to lead eco-friendly initiatives in dishwashing
Home Insecticides in Japan
KEY DATA FINDINGS
Heatwaves drive value growth in home insecticides
Consumers shift from reactive to preventative home insecticides
Record growth in tourism spurs demand for advanced products
Population decline will fuel new solutions amidst tourism boom in Japan
Climate change transforms home insecticides into a category of year-round opportunity
Further actions towards sustainability likely
Laundry Care in Japan
KEY DATA FINDINGS
The volume decline of laundry care and Japan’s struggle with economic inequality
Kao and P&G lead laundry care amidst evolving consumer demands
Innovations meet the needs of modern consumers
Polarisation likely to continue in laundry care
Companies’ focus will shift to profitability, customer loyalty, and sustainability
Fabric softeners will compete for consumer attention through unique fragrance experiences
Polishes in Japan
KEY DATA FINDINGS
Rinrei’s new product developments aim to meet the consumer demand for efficiency
Rinrei tries to extend seasonal cleaning to improve brand engagement
Columbus targets professionals with fast-drying premium shoe polish
Shift towards convenience in floor polish
Continued premiumisation trend in shoe polish
Columbus adapts to changing trends with innovative solutions
Surface Care in Japan
KEY DATA FINDINGS
Targeted solutions drive value growth in surface care in Japan
Kao’s rebranding strategy transforms product appeal
User experience drives innovation
Convenience and hygiene set to drive growth
Marketing shifts will aim to engage men in household chores
Opportunities for private label
Toilet Care in Japan
KEY DATA FINDINGS
Toilet care adapts to inflation in Japan
Kao’s branding shifts to simplifying toilet care products
Cultural cleaning traditions drive seasonal promotions for toilet care
Continued growth, and opportunities to move towards sustainability
Product enhancements meet consumer demand for hygiene and convenience
Japanese companies seek growth abroad amidst declining population
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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