Consumer Appliances in Japan

Consumer Appliances in Japan

After seeing slow but stable growth for the previous four years, in 2020 consumer appliances turned to retail volume decline. This was mainly due to the impact of COVID-19, with different impacts being seen across categories. Whilst both major appliances and small appliances saw falling sales, major appliances saw by far the strongest negative impact, with all categories seeing declines. As COVID-19 led to an uncertain economic environment, many consumers were reluctant to splash out on such big...

Euromonitor International's Consumer Appliances in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, format trends or distribution issues. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Major Appliances, Small Appliances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Appliances market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


Consumer Appliances in Japan
Euromonitor International
January 2021
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Decline as consumers rethink upgrades, and a move to larger products
Growing emphasis on health and food preservation
Panasonic maintains its lead, but cheaper products see strong growth
New product development focuses on flexibility
CHART 1 Hitachi R-KX57N, launched in 2019
RECOVERY AND OPPORTUNITIES
Rebound in 2021 and beyond due to the release of pent-up demand
Polarisation expected in fridge-freezers
Consumers will continue to favour fridge-freezers
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 50 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Government cash helps sales to pick up in the second half of the year
The share of automatic washer dryers continues to rise
Major brands focus on washer dryers to add value
Stain removal with sonic technology
CHART 2 Aqua Prette Sonic series
RECOVERY AND OPPORTUNITIES
Sales will fail to reach their pre-COVID-19 level in the forecast period
Demand for convenience will reduce demand for semi-automatic washing machines
Share of front-loading washer dryers set to increase due to demand for convenience
CATEGORY DATA
Table 55 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 56 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 59 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 60 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 66 Production of Home Laundry Appliances: Total Volume 2015-2020
Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Decline seen in what is already a small category
Only a slow shift to e-commerce due to installation of built-in appliances
Panasonic maintains its dominance due to links with construction industry
RECOVERY AND OPPORTUNITIES
Slow housing market recovery will hamper growth in the built-in segment in 2021
Decline expected for freestanding dishwashers throughout the forecast period
Penetration rate to increase as more consumers are convinced of the advantages
CATEGORY DATA
Table 71 Sales of Dishwashers by Category: Volume 2015-2020
Table 72 Sales of Dishwashers by Category: Value 2015-2020
Table 73 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 74 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 75 Sales of Dishwashers by Format: % Volume 2015-2020
Table 76 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 77 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 78 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 79 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 80 Production of Dishwashers: Total Volume 2015-2020
Table 81 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 82 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The impact of COVID-19 on the housing market leads growth to plummet
Preference for gas hobs continues
Specialised players lead due to strong links with housing firms
Fujioh addresses consumers’ concern about air quality
CHART 3 Fujioh SER-ECC-751/901 series, launched in late 2020
RECOVERY AND OPPORTUNITIES
Housing market set to have a strong impact on recovery rate
Some demand created by remodelling and renovation
Little incentive for foreign players to overcome entry barriers
CATEGORY DATA
Table 85 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 86 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 89 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 90 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 93 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 94 NBO Company Shares of Ovens: % Volume 2016-2020
Table 95 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 98 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 99 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 100 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 101 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 102 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Long-standing slow decline continues unabated
Wide product range, from basic to connected, covers the needs of all consumers
Players offering premium and connected offers continue to lead
Panasonic offers versatility with its new premium model
CHART 4 Panasonic Bistro, launched in 2019
RECOVERY AND OPPORTUNITIES
Value growth despite volume decline as companies seek to add value
Diversification should be considered carefully to ensure success
Opportunities to target health and wellness trend through innovation
CATEGORY DATA
Table 104 Sales of Microwaves by Category: Volume 2015-2020
Table 105 Sales of Microwaves by Category: Value 2015-2020
Table 106 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 107 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 108 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 109 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 110 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 111 Distribution of Microwaves by Format: % Volume 2015-2020
Table 112 Production of Microwaves: Total Volume 2015-2020
Table 113 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 114 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 115 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 116 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More food preparation at home prompts a return to growth
Sales of mixers are driven by consumers making sweet treats at home
Japanese brands lead, although foreign brands have established a presence
T-Fal blender launch targets new mothers
CHART 5 T-Fal Hand Blender Baby Multi, launched in 2019
RECOVERY AND OPPORTUNITIES
A return to the pattern of decline seen in the review period
Lack of convenience undermines ability of juice extractors to target the health trend
E-commerce set to become increasingly prominent
CATEGORY DATA
Table 117 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 118 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 119 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 120 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 121 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 122 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 123 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 124 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 125 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 126 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 127 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Return to growth as consumers spend more time at home
Specialised health-positioned products fail to achieve growth
Launch of new product series helps Zojirushi extend its lead
De’Longhi takes advantage of the at-home trend with a coffee subscription service
CHART 6 MIO! De’Longhi coffee subscription service, launched late 2020
RECOVERY AND OPPORTUNITIES
A return to decline as some consumers return to work outside the home
Most categories set to decline, except espresso coffee machines
Potential for growth with correctly targeted products and services
CATEGORY DATA
Table 128 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 129 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 130 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 131 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 132 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 133 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 134 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 135 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 136 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 137 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 138 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 139 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Decline as consumers save rather than spend in an uncertain environment
Robotic vacuum cleaners are valued for a quick clean
Hitachi closes in on Panasonic
Dyson targets small Japanese homes with a lighter model
CHART 7 Dyson Micro 1.5kg, launched October 2020
RECOVERY AND OPPORTUNITIES
Long-term decline expected due to maturity
No obvious path for product development in stick vacuum cleaners
Expanding the consumer base for robotic vacuum cleaners
CATEGORY DATA
Table 140 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 141 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 142 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 143 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 144 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 145 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 146 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 147 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 148 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 149 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 150 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 151 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Strong variations in performances, although a turn to overall decline is seen
The inclusion of AI in premium brands slows the decline in body shavers
Following current trends enables Panasonic to extend its lead
Shaver which offers skin care aims to attract men
CHART 8 Panasonic Skin Care Shaver, launched July 2020
RECOVERY AND OPPORTUNITIES
The most mature categories set to drive overall decline in the forecast period
Domestic demand will continue to rise in smaller, less developed categories
Hair care appliances will see a move towards premium products
CATEGORY DATA
Table 152 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 153 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 154 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 155 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 156 Sales of Body Shavers by Format: % Volume 2015-2020
Table 157 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 158 NBO Company Shares of Personal Care Appliances 2016-2020
Table 159 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 160 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 161 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 162 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 163 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 164 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Air conditioners declines despite the ability of some products to improve air quality
Air purifiers sees dynamic growth due to demand for good air quality in the home
Education increases in importance in humidifiers due to risk of bacteria spread
Sharp incorporates an air purifier in an air conditioner
CHART 9 Sharp Airest air conditioner/air purifier, launched in 2019
RECOVERY AND OPPORTUNITIES
Growth opportunities for air purifiers and split air conditioners
Measuring and demonstrating air quality will be important to convince consumers
A move towards multifunctional solutions is expected due to space restrictions
CATEGORY DATA
Table 165 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 166 Sales of Air Treatment Products by Category: Value 2015-2020
Table 167 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 168 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 169 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 170 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 171 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 172 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 173 Production of Air Conditioners: Total Volume 2015-2020
Table 174 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 175 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 176 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 177 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025

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