New market study, "Bleach in Japan", has been published

Bleach in Japan saw a slight increase in 2014, of 1% in current value terms, to reach JPY7.7 billion. This steady growth was led by increasing consumer awareness of hygiene at home. Bleach used to be seen as a means of removing stains, but especially since the late 2000s, these products are used more for killing germs at home. Japan is vulnerable to viruses in dry winters, when they become more active as the temperature goes down, which suits them. Households are especially alert to norovirus, which causes viral gastroenteritis. As the virus is transmitted not only by contaminated foods and by person-to-person contact, but also via aerosolisation of the virus and the subsequent contamination of surfaces, consumers feel the need to minimise the risk of exposing them and their family members to such viruses by cleaning the surfaces in their kitchens and bathrooms, amongst others. Experts also encourage them to disinfect such areas by using diluted bleach. As a result, bleach in Japan recorded another year of growth in 2014.

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Competitive Landscape

Kao Corp continued to lead bleach in 2014, with a 48% value share, seeing a slight increase from 2013. The company’s flagship brand Haiter in household bleach is known as a household brand, and the high brand recognition serves as a competitive edge against the lower-priced products offered by other players.

Industry Prospects

Bleach in Japan is expected to see a negligible CAGR in value terms at constant 2014 prices over the forecast period. The continued concern about hygiene at home will remain a long term trend, as consumers are increasingly incorporating hygiene into their everyday lives in order to prevent unnecessary contact with viruses. However, as products for specific purposes with bleach function incorporated are launched to address specific needs, bleach is expected to register a weaker CAGR at constant 2014 prices than was seen in the review period.

Report Overview

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

The Bleach 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
* Robust and transparent market research methodology, conducted in-country



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