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Brands Innovate to Drive Sales in Challenging Economic Conditions
Home care in Japan is characterised by a trend towards premiumisation, driven by consumer demand for high-value products. Despite economic challenges, brands have successfully driven sales through innovation, particularly in product formats and multifunctionality. Laundry care remains the largest category, while dishwashing is expected to be one of the fastest-growing categories. The market is concentrated, with Kao Corp and P&G Japan GK dominating the landscape. To succeed, brands should focus on innovation, sustainability, and premiumisation, leveraging trends such as eco-friendly packaging and refillable formats.
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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
Brands Innovate to Drive Sales in Challenging Economic Conditions
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Brands Innovate to Drive Sales in Challenging Economic Conditions
Laundry Care Dominates Market Share Due to Multifunctionality and Premiumisation
Chart 2 Brands Launch Multifunctional, Cross-Surface Cleaning Solutions
Dishwashing Drives Growth with Multifunctional and Premium Offerings
Chart 3 Major brands Launch Time-Saving, Multifunctional Formats
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Consumer Bifurcation Anticipated to Influence Home Care Sales
Laundry Care Set to Remain the Largest Category While Innovation Becomes Essential
Chart 7 Analyst Insight for Home Care
Sustainability and Premiumisation Drive Industry Trends
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Kao Corp and P&G Japan Gk Lead Market Consolidation
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Health and Beauty Specialists Lead Sales through Convenience and Trust
Retail E-Commerce Grows Steadily with Eco-Friendly Products
Chart 12 Retail Channels for Home Care 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Japan
Key Data Insights
Leading Players Drive Premiumisation with Personalised Scent Solutions
Chart 20 Key Industry Trends for Air Care
Leading Players Drive Premiumisation with Personalised Scent Solutions
Chart 21 Brands Enhance Products with Mood-Enhancing Scents and Space-Personalised Formats
Brands Enhance Products with Mood-Boosting Scents and Formats
Chart 22 St Corp and Kobayashi Refresh Air Care with Seasonal Scents and Multi-Space Mood-Enhancing Formats
Health and Wellness Drive Innovation in Scent Personalisation
Chart 23 Leading Players Elevate Personalisation with Multi-Space Scent Solutions and Refill Flexibility
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Personalised Air Care Set to Drive Category Performance
Liquid Air Fresheners Expected to Lead Market Growth
Personalisation and Wellness Drive Business Innovation
Chart 27 Analyst Insight for Air Care
Chart 28 Forecast Value Sales of Air Care 2020-2030
Chart 29 Forecast Value Sales of Air Care by Category 2025-2030
Leading Players Maintain Dominance through Innovation
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Health and Beauty Specialists Lead Air Care Sales through Routine Household Shopping
Retail E-Commerce Gains Traction among Younger Urban Consumers
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Japan
Key Data Insights
Kao Corp’S Multifunctionality Drive Fails to Halt Bleach Decline
Chart 40 Key Industry Trends for Bleach
Kao Corp’S Multifunctionality Drive Fails to Halt Bleach Decline
Chart 41 Kao Revamps Wide Haiter Pro Series with Expanded Cleaning Uses and New Packaging
Economic Pressure and Consumer Shift Impact Bleach Sales
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Consumers Anticipated to Shift Away From Traditional Bleach Products
Multifunctionality Expected to Drive Innovation Despite Decline
Brands Anticipate Exploring B2b Opportunities to Stay Relevant
Chart 44 Forecast Value Sales of Bleach 2020-2030
Kao Corp Maintains Lead as Bleach Market Declines
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
Health and Beauty Specialists Lead Bleach Sales Due to Consumer Trust
Retail E-Commerce Grows Modestly as Consumers Value Convenience
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Japan
Key Data Insights
Leading Brands Innovate with New Product Formats
Chart 55 Key Industry Trends for Dishwashing
Leading Brands Innovate with New Product Formats
Chart 56 Brands Innovate with New Formats to Simplify and Elevate Dishwashing Experience
Hand Dishwashing Remains the Largest and Best-Performing Category
Chart 57 Top Brands Drive Quick Wash Innovation with New Format and Formula
Various Brands Innovate Due to Consumer Demand for Sustainability
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Convenience Expected to Drive Future Performance
Automatic Dishwashing Tablets Expected to Lead Growth
Chart 61 Analyst Insight for Dishwashing
Distribution Strategies in Dishwashing Set to Evolve
Chart 62 Forecast Value Sales of Dishwashing 2020-2030
Chart 63 Forecast Value Sales of Dishwashing by Category 2025-2030
Kao Corp and P&G Japan Gk Drive Innovation and Sustainability
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of Dishwashing 2025
Retail Offline Drives Dishwashing Sales through Wide Reach
Retail E-Commerce Gains Traction with Eco-Friendly Products
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Japan
Key Data Insights
Urban Pest Control Supports Growth Despite Decline
Chart 74 Key Industry Trends for Home Insecticides
Urban Pest Control Supports Growth Despite Decline
Health and Wellness Spurs Innovative Product Launches
Chart 75 Earth Corp and Lec Inc Tap Health & Wellness Trend with Skin-Safe Insect Repellents in Japan
Multifunctionality Drives Innovation in Home Insecticide Products
Chart 76 Multifunctional Product Launches Combining Pest Control, Deodorising, and Seasonal Utility Becoming
Chart 77 Value Sales of Home Insecticides 2020-2030
Chart 78 Volume Sales of Home Insecticides 2020-2030
Chart 79 Value Sales of Home Insecticides by Category 2025
Multifunctional Products Expected to Drive Future Performance
Skin- and Eco-Friendly Products Anticipated to Continue Gaining Traction
Sustainability and Digital Integration Shape Future Landscape
Chart 80 Analyst Insight for Home Insecticides
Chart 81 Forecast Value Sales of Home Insecticides 2020-2030
Chart 82 Forecast Value Sales of Home Insecticides by Category 2025-2030
Earth Corp Strengthens Lead with Innovative Multifunctional Products
Chart 83 Company Shares of Home Insecticides 2025
Chart 84 Brand Shares of Home Insecticides 2025
Health and Beauty Specialists Remains Dominant Channel for Home Insecticides Sales
Retail E-Commerce Drives Growth with Convenience and Promotions
Chart 85 Retail Channels for Home Insecticides 2020-2025
Chart 86 Economic Context for Home Insecticides
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Home Insecticides
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Laundry Care in Japan
Key Data Insights
Premium Brands Drive Growth through Innovation and Emotional Value
Chart 93 Key Industry Trends for Laundry Care
Premium Brands Drive Growth through Innovation and Emotional Value
Laundry Detergents Dominate While Showing Dynamic Growth, Driven by Multifunctionality
Chart 94 Major Brands Drive Innovation with Multi-Functional Detergents
Mood-Boosting Ingredients and Premiumisation Redefine Market Dynamics
Chart 95 Laundry Care Evolves with Mood-Enhancing Fragrances
Chart 96 Value Sales of Laundry Care 2020-2030
Chart 97 Volume Sales of Laundry Care 2020-2030
Chart 98 Value Sales of Laundry Care by Category 2025
Premiumisation and Multifunctionality to Drive Future Growth
Laundry Detergents to Remain Dominant, While Fabric Softeners Will Experience Dynamic Development
Sustainability and Innovation Set to Shape the Future Landscape
Chart 99 Analyst Insight for Laundry Care
Chart 100 Forecast Value Sales of Laundry Care 2020-2030
Chart 101 Forecast Value Sales of Laundry Care by Category 2025-2030
Kao Corp and P&G Japan Gk Dominate through Premiumisation
Chart 102 Company Shares of Laundry Care 2025
Chart 103 Brand Shares of Laundry Care 2025
Health and Beauty Specialists Drive Laundry Care Sales through Convenience and Premiumisation
E-Commerce Gains Share as Consumers Seek Convenience and Premium Products
Chart 104 Retail Channels for Laundry Care 2020-2025
Chart 105 Economic Context for Laundry Care
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Laundry Care
Chart 109 Population 2020-2030
Chart 110 Consumer Expenditure 2020-2030
Chart 111 Population by Generation 2025
Polishes in Japan
Key Data Insights
Economic Factors Cause Flat Performance for Polishes
Chart 112 Key Industry Trends for Polishes
Economic Factors Cause Flat Performance for Polishes
Multifunctionality Stabilises Polish Sales
Chart 113 Rinrei Launches Dual-Action Tsuyapika Wax Sheet and Spray for Cleaning and Coating Floors
Chart 114 Value Sales of Polishes 2020-2030
Chart 115 Volume Sales of Polishes 2020-2030
Chart 116 Value Sales of Polishes by Category 2025
Multifunctionality Expected to Drive Future Performance
Slowing Category Growth Set to Drive Brands Towards B2c Opportunities
Sustainability Expected to Shape the Future of Polishes
Chart 117 Forecast Value Sales of Polishes 2020-2030
Chart 118 Forecast Value Sales of Polishes by Category 2025-2030
Kao and Columbus Maintain Lead through Innovation
Chart 119 Company Shares of Polishes 2025
Chart 120 Brand Shares of Polishes 2025
Health and Beauty Specialists and Apparel and Footwear Specialists Drive Sales
Retail E-Commerce Grows Slowly with Hybrid Models Gaining Traction
Chart 121 Retail Channels for Polishes 2020-2025
Chart 122 Economic Context for Polishes
Chart 123 Real Gdp Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Polishes
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 Population by Generation 2025
Surface Care in Japan
Key Data Insights
Kao Drives Growth with Innovative Surface Care Solutions
Chart 129 Key Industry Trends for Surface Care
Kao Drives Growth with Innovative Surface Care Solutions
Home Care Wipes and Floor Cleaning Systems Drives Surface Care Performance
Chart 130 Kao Redefines Cleaning Routines with Format Innovation in Surface Care
Health and Wellness Trend Boosts Premium Surface Care Sales
Chart 131 Kao Expands Wellness-Focused Surface Care with Low-Irritant, Antibacterial Cleaning Innovations
Chart 132 Value Sales of Surface Care 2020-2030
Chart 133 Volume Sales of Surface Care 2020-2030
Chart 134 Value Sales of Surface Care by Category 2025
Consumers Anticipated to Drive Premiumisation with Multifunctional Products
Bathroom Cleaners Set to Become the Largest Category
Design-Conscious Packaging and Space Efficiency Expected to Grow in Importance
Chart 135 Forecast Value Sales of Surface Care 2020-2030
Chart 136 Forecast Value Sales of Surface Care by Category 2025-2030
Kao and Lion Corp Drive Premiumisation with Innovative Products
Chart 137 Company Shares of Surface Care 2025
Chart 138 Brand Shares of Surface Care 2025
Health and Beauty Specialists Lead Surface Care Sales
Retail E-Commerce Gains Traction with Targeted Promotions
Chart 139 Retail Channels for Surface Care 2020-2025
Chart 140 Economic Context for Surface Care
Chart 141 Real Gdp Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Surface Care
Chart 144 Population 2020-2030
Chart 145 Consumer Expenditure 2020-2030
Chart 146 Population by Generation 2025
Toilet Care in Japan
Key Data Insights
Premiumisation with Innovative Product Formats Influences Category Performance
Chart 147 Key Industry Trends for Toilet Care
Premiumisation with Innovative Product Formats Influences Category Performance
Chart 148 Japanese Toilet Care Brands Elevate Cleaning with Fragrance-Led, Mood-Enhancing Innovations
In-Cistern Devices Lead Sales through Mood-Boosting Ingredients
Evolving Product Formats Impact Consumer Cleaning Habits
Chart 149 Value Sales of Toilet Care 2020-2030
Chart 150 Volume Sales of Toilet Care 2020-2030
Chart 151 Value Sales of Toilet Care by Category 2025
Convenience and Sensorial Experiences Set to Drive Premiumisation
In-Cistern Devices and Toilet Cleaning Systems Expected to Lead Growth
High-Value Innovation Set to Drive Brand Differentiation
Chart 152 Forecast Value Sales of Toilet Care 2020-2030
Chart 153 Forecast Value Sales of Toilet Care by Category 2025-2030
Leading Companies Drive Premiumisation through Innovative Formats
Chart 154 Company Shares of Toilet Care 2025
Chart 155 Brand Shares of Toilet Care 2025
Health and Beauty Specialists Drive Toilet Care Sales with Strong Presence
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 156 Retail Channels for Toilet Care 2020-2025
Chart 157 Economic Context for Toilet Care
Chart 158 Real Gdp Growth 2020-2030
Chart 159 Inflation 2020-2030
Chart 160 Consumer Context for Toilet Care
Chart 161 Population 2020-2030
Chart 162 Consumer Expenditure 2020-2030
Chart 163 Population by Generation 2025
Country Reports Disclaimer
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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