PROSPECTS AND OPPORTUNITIES
Convenience and hygiene set to drive growth
Although surface care in Japan is expected to see slow retail volume declines in many categories in the forecast period, it is poised for slow and stable retail current value growth, driven by the impact of price revisions and the increasing demand for high-value products that prioritise convenience and hygiene. The rise in dual-income households will further fuel this trend, as consumers are looking for stress-free cleaning solutions which not only enhance cleaning power and disinfection capabilities, but also reduce the time and effort required for chores, even if it means paying slightly more.
Marketing shifts will aim to engage men in household chores
With the increasing number of dual-income households, and a rise in the participation of men in household chores and childcare, the marketing landscape is evolving in Japan. Instead of traditional campaigns targeting mainly housewives, there is a growing trend towards promotions aimed at busy men engaged in domestic responsibilities.
Opportunities for private label
Generally speaking, private label lines are weak in home care in Japan. One reason is probably the huge trust in major companies and brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in Japan?
- Which are the leading brands in Surface Care in Japan?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Japan - Category analysis
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
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
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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