The Residential Water Treatment Market: Japan

03 Oct 2011 • by Natalie Aster

The Japanese residential water treatment market is expected to experience a compound annual growth rate (CAGR) of 7.4 percent from 2009 to 2016. This market generated revenues of $2,229.6 million in 2009, and it is expected to generate revenues of $3,675.2 million in 2016.

Some of the factors driving growth include the health and wellness trend, increased distrust of water supply and changes in the distribution structure. Japan’s economy has been hit hard by the global economic downturn. Household expenditures on food and other household products however did not drop significantly over the last year.

The report “The Residential Water Treatment Market: Japan” by Verify Markets LLC provides comprehensive data on the Japanese residential water treatment market. It identifies growth strategies adopted by market players, and also major competitive developments such as R&D initiatives, distribution strategies, etc. The sections include areas like market drivers, restraints, revenue forecasts, market share split by revenue and pricing trends.

Report Details:

The Residential Water Treatment Market: Japan

Published: July 2010
Price: US$ 1,000.00

Report Sample Abstract

Residential Point-of-use Water Treatment Market: Market Drivers Ranked in Order of Impact (Japan), 2010-2016 Advertising and promotion:

Japanese are known to be the world’s most health-conscious people. Amid mounting concerns over water quality among the Japanese, a variety of water treatment systems are being marketed and are gaining popularity. Various promotional and marketing campaigns are offered by manufacturers to attract buyers. Such promotional offers include discount vouchers, free replacement filters (for one replacement interval), free installations, and contractual maintenance. Companies in Japan spend about 10-15 percent of their revenues on marketing. This will likely continue to create awareness and drive the market.

Various options and features to choose from, benefiting consumers with different needs:

Japanese prefer Point-of-use systems simply because they offer more product options and are affordable as compared to Point-of-entry systems. This trend echoes JWPA’s finding that majority of Japanese consumers are using Point-of-use systems. Additionally, Japanese RWT participants are prolific with product designs that complement other household appliances and furniture.

Recession minimally affects buying power in Japan:

The Japanese economic situation has been grim for the last decade, but sales of water treatment equipment continue to grow. There are several reasons for this. First, Japan's consumers are among the wealthiest in the world. Second, the same trends that spurred rapid industry growth in the U.S. are now taking hold in Japan. The population is educated, affluent and aging-a perfect environment for health and wellness products. Some experts even believe that the economic situation in Japan is stimulating sales of health products including water purifiers as Japanese consumers try to avoid illness and the medical bills that accompany it.

Bottled tap-water is highly popular in Japan:

Several local companies have launched their own brands of bottled tap-water. Bottled tap-water is actually tap-water that is filtered and sterilized by heating. Bottled tap-water is popular because it costs relatively little and tastes good. Tap-water is being bottled in the cities of Okayama in Okayama Prefecture, Hitachi in Ibaraki Prefecture, Shimonoseki in Yamaguchi Prefecture, and Nobeoka in Miyazaki Prefecture.

Rivalry and competition:

Presence of large number of companies in the residential water treatment market leads to competition and rivalry among companies. Rivalry and competition poses a threat to companies in the market.

Maturing point-of-use residential water treatment market:

The point-of-use residential water treatment equipment market is showing signs of increasing maturation. The reason for the maturity in this market mainly lies in the fact that this is a very well established market.

Residential Pitcher Market: Trends (Japan), 2009

Toray Industries Inc. has released new models of pitchers, which are gaining popularity among health-conscious consumers. Priced from Y4,000 to Y5,000 ($44-$55), they are cheaper than some faucet filters. The pitchers are enjoying particularly strong demand among younger single people living on their own and householders looking for a handy second source of filtered water. With the overall water-purifier market showing signs of maturity, these models are likely to give a renewed vigor to sales. The replacement cartridges are priced at Y2,000 ($22.0) to Y3,000 ($33.0) each.

Not only are leading makers of faucet filters moving into the pitcher-purifier segment, but retailers are stepping up their efforts in marketing. Top water-purifier maker Toray, whose products are sold under the Torayvino brand, has released its first pitcher-purifier in spring 2008. The company's consumer surveys show that, while the tap type is mainly used by housewives to clean rice and other foods, the pitcher type attracts a wider range of consumers who use them to filter drinking water.

Mitsubishi Rayon Co., renamed its purifier sales subsidiary Mitsubishi Rayon Cleansui Co in April. The brand's logo also changed color to red. Both changes were initiated and overseen by well-known graphics designer Taku Satoh. The first Cleansui-brand product is the pitcher-type Cleansui CP007 purifier, priced at around Y5,000 ($55.18). In addition, an easy-to-read counter in the lid records the number of uses and indicates when it is time to replace the cartridge. Mitsubishi Rayon, a major film maker, is emphasizing its strong filtering technology in marketing the purifier.

Panasonic Corp. has also joined the party with a new pitcher that generates alkali ions in the water. The company emphasizes its product's ability to adjust the hardness of water to suit particular methods of cooking.

Sophisticated designs distinguish the firm's products. The Brita Navelia, released in September for around

4,200 yen ($46.3), won the 2008 Good Design Award from the Japan Industrial Design Promotion Organization.

Brita Japan is extending its sales channels to Loft Co., Tokyu Hands Inc. and other trendy chains favored by younger consumers. Demand for pitcher-purifier models is also being stoked by private-brand products that retail for as much as 30-40% less than mainstream appliance makers.

More information can be found in the report “The Residential Water Treatment Market: Japan” by Verify Markets LLC.

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