Recent Study: Air Treatment Products in Japan

From: Fast Market Research, Inc.
Published: Tue Mar 10 2015

Air treatment products registered a 3% decline in volume terms in 2014. The negative growth was led by the lowered demand after the VAT increase in April 2014 from 5% to 8%. This affected luxury products such as air conditioners, which recorded a 4% volume decline after 5% growth in 2013. However, looked from the value perspective, air conditioners performed well in 2014, due largely to manufacturers’ relentless efforts to improve product functions such as heating and dehumidifying. Consumers particularly value dehumidifying functions as more consumers hang and dry their clothes inside their residences, reflecting their busier lifestyles. Product requirements for air conditioners in Japan have reached the point where a single cooling function is far from enough to satisfy consumers.

Competitive Landscape

The air treatment products category is where most prominent domestic appliance manufacturers compete. In 2014, Panasonic remained in pole position in this category with a 19% volume share, which is one percentage point higher than in the previous year. Panasonic was the leading company in air conditioners, humidifiers and dehumidifiers in 2014. The wide range of product offerings helped secure the shelf space at retailers. During the review period, the company launched new models in various air treatment product categories to strengthen its leading position.

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Industry Prospects

The air treatment category is expected to register a CAGR of -1% both in volume terms and value terms at constant 2014 prices over the forecast period. Decline in the largest category – air conditioners – will be a major contributor to the overall negative growth. Replacement demand for such products is expected to be weak as the majority of consumers purchased new, more energy efficiency models during the government’s eco-point incentive programme in 2010. Whilst the energy-saving trend improved product functionalities and may propel some consumers to upgrade, this will not be enough to boost sales of air conditioners in the coming years.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Air Treatment Products 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 Air Treatment Products industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Treatment Products in Japan market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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