Although surface care in Japan is expected to see slow retail volume declines in many categories in the forecast period, it is poised for slow and stable retail current value growth, driven by the impact of price revisions and the increasing demand for high-value products that prioritise convenience and hygiene. The rise in dual-income households will further fuel this trend, as consumers are looking for stress-free cleaning solutions which not only enhance cleaning power and disinfection capabilities, but also reduce the time and effort required for chores, even if it means paying slightly more.
With the increasing number of dual-income households, and a rise in the participation of men in household chores and childcare, the marketing landscape is evolving in Japan. Instead of traditional campaigns targeting mainly housewives, there is a growing trend towards promotions aimed at busy men engaged in domestic responsibilities.
Generally speaking, private label lines are weak in home care in Japan. One reason is probably the huge trust in major companies and brands.
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Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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.
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsThis report originates from Passport, our Surface Care research and analysis database.
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