In 2024, laundry care in Japan experienced value growth and volume decline due to price increases, while the long-term outlook suggests continued volume decline and more limited current value expansion because of factors such as a declining population and an increase in single-person households. The rising cost of living has resulted in a polarisation of consumer behaviour between price-sensitive individuals and higher-income households.
Companies in laundry care in Japan have traditionally expanded their sales by increasing the number of SKUs to meet the needs of diverse consumers. However, the growth in SKU numbers has led to higher inventory costs, increased research and development expenses, and greater advertising expenditure, ultimately affecting profitability.
Fabric softeners have a distinct advantage, in that they can easily differentiate themselves through fragrance, making them a luxury item in many consumers’ eyes. However, this also means that the competition is likely to intensify in the future, particularly with fragrances, and scented body care and hair care products, which are vying for the attention of the same consumers.
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Understand the latest market trends and future growth opportunities for the Laundry 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 Laundry 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.
Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsThis report originates from Passport, our Laundry Care research and analysis database.
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