As the influence of COVID-19 wanes, bleach is expected to contract further in both retail volume and current value terms in Japan, falling below the 2019 level of volume sales in 2025, and to the level of current value sales the following year. Nevertheless, even after reaching the 2019 levels, sales are anticipated to continue to fall, partly due to the declining population.
As the decline in bleach is anticipated to continue in Japan, companies are expected to focus on product differentiation and clearly defining their target demographic to secure a competitive advantage. Unlike everyday home care products such as laundry detergents and hand dishwashing products, bleach – which is considered a special care item – contains strong cleaning agents.
Niche demand has emerged for bleach amongst certain consumers, who use it for their collections of retro toys and plastic items. In particular, there has been a noticeable trend of using bleach to address the yellowing caused by ultraviolet light and age on plastic products.
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Understand the latest market trends and future growth opportunities for the Bleach 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 Bleach 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.
Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).
See all of our definitionsThis report originates from Passport, our Bleach research and analysis database.
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