Consumer Appliances in Japan

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Volume sales fall, but value growth driven by demand for energy efficiency and premiumisation

KEY DATA FINDINGS

• CHART 1 Key Trends 2025

INDUSTRY PERFORMANCE

• Shifting consumer preferences drive sales in a challenging economic environment
• Affordable drum-type washers disrupt laundry appliances in Japan
• CHART 2 Yamada Denki launches a washer dryer under JPY110,000, following Nitori.
• Growth in air conditioners driven by energy efficiency, supported by circulators
• CHART 3 Sharp launches its first air circulator

WHAT'S NEXT?

• Two paths emerge: affordability versus long-term value
• CHART 4 Analyst Insight
• Record-breaking heat in Japan and its impact on consumer needs
• Bridging the gap how brands win in beauty tech
• CHART 5 Growth Decomposition of Consumer Appliances 2024-2029

COMPETITIVE LANDSCAPE

• Panasonic maintains dominance with broad portfolio presence
• Shark drives growth in vacuum cleaners with innovative products
• Potential M&A around Hitachi Global Life Solutions

CHANNELS

• Specialist retailers and e-commerce drive sales
• E-commerce continues to grow in consumer appliances

ECONOMIC CONTEXT

• CHART 6 Real GDP Growth and Inflation 2020-2030
• CHART 7 PEST Analysis in Japan 2025

CONSUMER CONTEXT

• CHART 8 Key Insights on Consumers in Japan 2025
• CHART 9 Consumer Landscape in Japan 2025

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

AIR CONDITIONERS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Panasonic's innovative compressor technology boosts energy efficiency
• CHART 10 Key Trends 2025

INDUSTRY PERFORMANCE

• CHART 11 Panasonic cuts 40% off the power of minimum operation with a new compressor
• Air conditioning is not just about temperature
• CHART 12 Daikin provides automatic humidity control together with temperature control
• Providing a comfortable environment
• CHART 13 Mitsubishi Electric enhances emoco-tech personalisation

WHAT'S NEXT?

• Subsidies underpin the replacement of less energy efficient air conditioners
• CHART 14 Analyst Insight
• Bosch acquires Shirokuma-kun brand
• Energy efficiency to remain key driver of growth and innovation

COMPETITIVE LANDSCAPE

• Daikin leads the market with execution power
• Acquisition to reshape competitive landscape

CHANNELS

• Specialist retailers and builder merchants drive sales
• E-commerce gains traction with installation services

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DISHWASHERS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Sales driven by dual-income households with children seeking convenience
• CHART 15 Key Trends 2025

INDUSTRY PERFORMANCE

• Panasonic's auto-dose dishwasher supports sales through convenience
• CHART 16 Analyst Insight
• Built-in dishwashers dominates in Japan
• Freestanding dishwashers sees growth in 2025
• CHART 17 Panasonic launches freestanding dishwasher with auto-dose function

WHAT'S NEXT?

• Convenience and energy efficiency to drive future growth
• Built-in dishwashers will maintain dominance
• Smart features shaping future competitiveness

COMPETITIVE LANDSCAPE

• Panasonic dominates with strong presence in built-in and freestanding dishwashers
• CHART 18 Panasonic launches freestanding dishwasher with tumbler and bottle holders
• Innovative product launches drive growth and present opportunities
• CHART 19 Panasonic launches high-end front-loading built-in dishwasher model

CHANNELS

• Builder merchants and construction dominates built-in dishwasher sales
• Installation services sustain slow growth in retail e-commerce

COUNTRY REPORTS DISCLAIMER

FOOD PREPARATION APPLIANCES IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Blenders plays key role in overall growth
• CHART 20 Key Trends 2025

INDUSTRY PERFORMANCE

• Ninja boosts sales with innovative blender launches
• CHART 21 Ninja enters Japan with blenders
• Soup makers emerge in blenders
• CHART 22 Siroca enables consumers to make warm soup with a blender
• Tiger joins the premium segment
• CHART 23 Powerful Tiger Edge aggressively launched by Tiger

WHAT'S NEXT?

• The hidden challenges behind Japan's blenders boom
• Rising fruit prices could squeeze Japan's smoothies trend
• Blenders boom sparks hope for other kitchen tools

COMPETITIVE LANDSCAPE

• Tescom leads with a wide portfolio in food preparation appliances
• From vacuums to blenders: SharkNinja bets on localisation
• CHART 24 Analyst Insight

CHANNELS

• Physical stores will remain relevant
• Retail e-commerce continues to grow in importance

COUNTRY REPORTS DISCLAIMER

HOME LAUNDRY APPLIANCES IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Affordable and multifunctional appliances attract consumers
• CHART 25 Key Trends 2025

INDUSTRY PERFORMANCE

• Low-price segment challenges established players
• CHART 26 Nitori launched a washer dryer under 100,000yen, surprising the market.
• CHART 27 Analyst Insight
• Automatic washing machines dominates

WHAT'S NEXT?

• New entrants disrupt market with affordable options
• Automatic washing machines remain dominant but decline
• Multi-functionality and energy efficiency to drive future sales

COMPETITIVE LANDSCAPE

• Panasonic and Hitachi dominate with traditional strength
• Rinnai and potential Hitachi divestiture drive market dynamics

CHANNELS

• Specialist retailers dominate home laundry appliance sales
• Emerging trends and retail concepts

PRODUCTS

• Aqua and Hitachi introduce advanced features
• CHART 28 Aqua develops Foam Full Wash function

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LARGE COOKING APPLIANCES IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Sluggish market driven by declining new housing starts
• CHART 29 Key Trends 2025

INDUSTRY PERFORMANCE

• Cooking made more convenient with live grill monitoring
• CHART 30 Hitachi launches a built-in hob with a camera and a screen
• Hands-free control brings IoT power to the kitchen
• CHART 31 Mitsubishi Electric enables voice control of built-in hobs

WHAT'S NEXT?

• The potential extension of housing loan tax deduction will underpin new housing starts
• Ovens unlikely to boom
• Will cooker hoods be accepted widely to improve indoor air quality?

COMPETITIVE LANDSCAPE

• Rinnai and Fujioh lead with strong market presence
• Paloma Rheem's strengthens its technology portfolio with the acquisition of Fujitsu General
• CHART 32 Paloma introduces afterburner" to burn off smoke in fish grill of built-in hobs

CHANNELS

• Builder merchants drive sales with mandatory professional installation
• CHART 33 Analyst Insight
• Retail e-commerce plays a limited role in sales

COUNTRY REPORTS DISCLAIMER

MICROWAVES IN JAPAN

EY DATA FINDINGS

2025 DEVELOPMENTS

• Stable demand for microwaves
• CHART 34 Key Trends 2025

INDUSTRY PERFORMANCE

• Aladdin reinvents the microwave with retro compact charm
• CHART 35 Aladdin enters microwaves with a compact and retro-pop style design
• Compact convenience combining toasting and microwaving in one
• CHART 36 Hitachi's 2-in-1 product combines a toaster and a microwave.
• Single-function microwaves can still offer sophistication
• CHART 37 Panasonic to launch a single-function microwave with a high-end infrared sensor

WHAT'S NEXT?

• Slow wage growth could impede expansion of microwaves
• From big families to solo living: how appliance needs shifted
• CHART 38 Analyst Insight

COMPETITIVE LANDSCAPE

• Oligopoly among four major brands
• Zojirushi enters microwaves with differentiated features

CHANNELS

• Appliances and electronics specialists remains a crucial sales channel
• Retail e-commerce continues to grow

COUNTRY REPORTS DISCLAIMER

PERSONAL CARE APPLIANCES IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Premiumisation drives value sales growth
• CHART 39 Key Trends 2025

INDUSTRY PERFORMANCE

• CHART 40 Panasonic launched a hair dryer over 80,000 yen
• Hair care appliances leads sales
• Compact head trend in hair dryers
• CHART 41 Nitori launches a functional compact hair dryer at JPY9,990

WHAT'S NEXT?

• Inflation outpaces wage growth in Japan
• New players will continuously emerge
• Innovation drives growth amidst economic uncertainty
• CHART 42 Ya-man launched a mouth massager with a battery toothbrush

COMPETITIVE LANDSCAPE

• Panasonic and other brands drive premiumisation
• Emerging brands capitalise on premiumisation and innovation
• CHART 43 Analyst Insight

CHANNELS

• Appliances and electronics specialists benefits from consumer desire to experience products before purchase
• Retail e-commerce boosted by new players with a focus on digital marketing

COUNTRY REPORTS DISCLAIMER

REFRIGERATION APPLIANCES IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Innovation and advanced features needed to stand out
• CHART 44 Key Trends 2025

INDUSTRY PERFORMANCE

• Consumers seek value in advanced fridge freezers
• Fridge freezers dominates sales, driven by advanced features
• Players in freezers respond to changing consumer needs
• CHART 45 Freezing unit becomes more crucial than ever
• Consumers drive innovation in refrigeration appliances
• CHART 46 Analyst Insight
• Freezers to see continued demand despite widespread decline throughout refrigeration appliances
• Innovative designs and features to shape future sales

COMPETITIVE LANDSCAPE

• Leading Japanese manufacturers maintain dominance
• Potential mergers and acquisitions to reshape landscape

CHANNELS

• Appliances and electronics specialists leads sales
• Retail e-commerce grows with enhanced delivery and set-up services

PRODUCTS

• Advanced features drive innovation in fridge freezers
• CHART 47 Panasonic puts "what comes in the middle unit" within product names
• Sharp's AI-powered energy-saving fridge advances market innovation
• CHART 48 Sharp cuts off max 35% of electricity by AI

COUNTRY REPORTS DISCLAIMER

SMALL COOKING APPLIANCES IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Affordable and compact products attract consumers
• CHART 49 Key Trends 2025

INDUSTRY PERFORMANCE

• Rice cookers drives premiumisation
• Rise of dual-income families reshapes Japanese home life
• Not air fryers, but oven toasters

WHAT'S NEXT?

• Urban decline drives shift to premium products
• Premium rice cookers steady amid price shocks
• CHART 50 Analyst Insight
• Kettle safety standards to tighten with 2026 PSE update

COMPETITIVE LANDSCAPE

• Zojirushi Corp leads with steady share
• De'Longhi stands out as Japan's go-to espresso brand

CHANNELS

• Appliances and electronics specialists drives small cooking appliance sales
• Retail e-commerce gains traction with competitive pricing

PRODUCTS

• 2025 new Gohobi-daki models from Tiger
• CHART 51 Tiger launches a new model of Gohobi-daki
• Compact breadmaker fits trend towards Japanese households becoming smaller
• CHART 52 Panasonic launches a compact breadmaker

COUNTRY REPORTS DISCLAIMER

VACUUM CLEANERS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Competition intensifies against backdrop of sales decline
• CHART 53 Key Trends 2025

INDUSTRY PERFORMANCE

• Japanese brands slow Dyson's momentum with refined products
• CHART 54 Panasonic launches stick vacuum cleaner with micro mist
• Standard vacuum cleaners remains dominant despite decline
• Technological refinement drives competition and market trends
• CHART 55 Shark launches Evopower System Std+

WHAT'S NEXT?

• Japanese brands set to refine products further to drive future sales
• Sustainability and innovation shape trends for forecast period

COMPETITIVE LANDSCAPE

• Hitachi and Panasonic maintain lead with refined products
• CHART 56 Analyst Insight
• Emerging players and mergers reshape the market

CHANNELS

• Specialist retailers and e-commerce drive sales

PRODUCTS

• Panasonic and Ecovacs drive innovation with advanced features
• CHART 57 New product by Ecovacs equipped with a roller mop

COUNTRY REPORTS DISCLAIMER