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Homewares in Japan

Japan homewares market: YEN377 billion industry in 2012

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2014-02-18 19:15:04 - Homewares in Japan - a new market research report on

The Japan homewares market is highly fragmented, with a large number of companies holding small value shares and no single company standing out as leader. This fragmentation is largely due to the fact that the majority of consumers tend not to be very brand loyal and homewares companies tend to specialise in just one or two categories.

Within this highly competitive environment, Group SEB Japan was the largest player in 2012 with an 8% value share, also commanding the biggest value share of 15% in the kitchen category. The company‟s stove top products with detachable handles fit well with the local kitchen environment, where kitchen storage space is limited. These products are being purchased by a growing number of households seeking



to store a large amount of cooked food in refrigerators so as to save time and effort on cooking.

Retail value sales of homewares declined by 1% in current terms in 2012, this being a slightly weaker decline than that seen in 2011. The trend for home dining could have driven up the value sales of dining, but its positive impact was limited to consumer appliances such as kettles and blenders. This was due to a lack of effective marketing activities from dining manufacturers.

Homewares is expected to register a marginal decline in constant value terms over the forecast period. Homewares in Japan is a mature category, with such products lasting a long time and thus not needing to be replaced very often. Furthermore, consumers continue to seek value for money from homewares. The forthcoming VAT increase, which will rise to 8% in 2014 and then 10% in 2015 from the current rate of 5% will put further pressure on householders‟ ability to upgrade their homeware products over the forecast period.

Key Headlines

- Retail value sales of homewares decline by 1% in current terms in 2012 to ¥377 billion
- Home dining remains the key trend in 2012 in homewares
- Ovenware the best performer in 2012 with current value growth of 2%
- Fierce price competition drives down unit prices
- Group SEB Japan leads a largely fragmented category in 2012
- Homewares set to register a marginal decline in constant value terms over 2012-2017

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