New Market Report: Dishwashing in Japan

Dishwashing in Japan increased by 2% in 2014, to reach JPY70.9 billion. The preference for saving water helped the value growth of the category. Such a consumer preference was more prevalent in hand dishwashing in 2014. Value-added functions such as skin care and scent have become standard, and manufacturers were looking for new functions to provide a competitive edge for their products. In 2014 Kao and Procter & Gamble launched new hand dishwashing products under their flagship brands CuCute and Joy respectively, with the new function of letting users save water by as much as 20% compared with standard hand dishwashing products. Such new products feature detergent which can be washed off with less water, leading to overall water savings per load. In Japan, water bills are not usually included in house rents, so consumers want to save water whenever possible.

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Competitive Landscape

Kao Corp maintained its leading position in dishwashing in Japan in 2014, with a value share of 33%, seeing a slight increase in its value share. The vast product offerings in all formats but automatic dishwashing tablets benefited the company’s overall sales in dishwashing. The company strengthened its product offerings with new products in hand dishwashing and automatic dishwashing powders, which address features such as new scents, saving water and strong detergency. Constant new product launches led the company to maintain its leading position in 2014.

Industry Prospects

Dishwashing in Japan is expected to continue to see a positive performance in the forecast period, with a negligible value CAGR at constant 2014 prices. Value-added products such as those which can save water, have scents or strong detergency, are expected to play an important role in value growth over the forecast period. The volume performance is expected to be slightly negative over the forecast period, implying that more concentrated products will replace standard dishwashing products over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dishwashing industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing in Japan market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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