Boston, MA -- (ReleaseWire) -- 08/04/2014 -- Japan suffered from instances of bird flu in 2011 and while there were no cases of human infection many consumers remained concerned at the end of the review period, particularly given outbreaks of bird flu in China and South Korea at the end of the review period. In addition, the rising incidence of norovirus in Japan during the review period further increased consumers' concern over the spread of viruses, particularly as mutated strains of norovirus were identified in over half of Japan's prefectures in 2013.
Kao was the clear leader in surface care throughout the review period and accounted for almost 47% value share in 2013. The company's Magiclean brand benefits from longstanding strong awareness in Japan and is often consumers' first choice brand in surface care and in the home care products where it is present. Kao also benefited from strong advertising towards the end of the review period, including TV advertising.
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Household antiseptics/disinfectants is expected to continue to see the strongest sales growth in surface care in the forecast period with 4% value CAGR at constant 2013 prices. Given the stagnancy predicted for overall sales and decline for most product areas, this represents a strong performance. April 2014 notably saw Japan suffer its first bird flu cases since 2011, with these linked to the new H5N8 strain. In addition, 2014 saw continued outbreaks of norovirus in Japan, with high-profile cases involving hundreds of school children in January and July. Consequently, there is expected to be a strong performance for household antiseptics/disinfectants offering antibacterial and antivirus properties in the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Japan with research from Euromonitor's team of in-country analysts.
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If you're in the Surface Care industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.
The Surface Care 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
Our market research reports answer questions such as:
- What is the market size of Surface Care in Japan?
- What are the major brands in Japan?
- What are the fastest growth categories within surface care?
- What are the key new product launches in the polishes market?
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Product coverage: Bathroom Cleaners, Descalers, Drain Openers, Floor Cleaners, Household Antiseptics/Disinfectants, Household Care Wipes and Floor Cleaning Systems, Kitchen Cleaners, Multi-Purpose Cleaners, Oven Cleaners, Scouring Agents, Window/Glass Cleaners.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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