Boston, MA -- (ReleaseWire) -- 07/25/2014 -- Leading player Kobayashi sought to bring the scent trend into toilet care in September 2013 with its launch of Bluelet Kaoru Toilet Senzai in in-cistern devices. This sought to blur the distinctions between air care and toilet care by offering a strong scent. The company thus sought to make toilet care more enjoyable. However, while this launch saw Kobayashi gain share, it failed to halt decline for in-cistern devices, which saw volume and current value decline by 1% and 2% respectively in 2013. This was partly due to competition from rim blocks and bleach. However, the brand also faces strong competition from air care, which offers a considerably wider range of scents and remained more likely to appeal to fragrance enthusiasts than toilet liquids.
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Kobayashi was the clear leader in toilet care throughout the review period and accounted for over 49% value share in 2013. The company benefits from a strong reputation for its Bluelet brand in toilet care, with this brand having been a household name in Japan since 1969. The brand also benefits from strong ongoing innovation, wide distribution and strong marketing support, including TV advertising.
Toilet care may face a challenge in the forecast period due to developments in toilet technology. Japanese toilets are renowned for being among the most technologically advanced in the world, with the majority of households at the end of the review period for example believed to have bidet toilets. Panasonic meanwhile launched a range of automatic self-cleaning toilets in 2010 in cooperation with Japanese designer Naoto Fukasawa, with these produced from water-repellent and stain-resistant glass and saving around 66% of water in comparison to standard toilets. Toilet giants Toto and Inax also launched similar products by the end of the review period. With Japanese consumers' enthusiasm for new technology and established acceptance of multifunctional toilets, these toilets could well be seen in a growing number of Japanese households in the forecast period, thus reducing the need for cleaning with toilet care.
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The Toilet 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 Toilet Care in Japan?
- What are the major brands in Japan?
- What are the future prospects for the toilet care products?
- What are the key new product launches in the toilet care products?
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Product coverage: In-Cistern Devices, ITBs, Toilet Care Mousse/Foam, Toilet Care Tablets/Powders, Toilet Cleaning Systems, Toilet Liquids.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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