Household Consumer Goods
Japan
Overview
(Millions of U.S.$) 2004 2005 2006(estimated)
Total Market Size 35,035 35,884 36,709
Total Local Production 30,900 31,500 32,094
Total Exports 834 902 919
Total Imports 4,969 5,286 5,534
Imports from the U.S. 209 183 159
(Note: CS Japan has estimated the above statistics based on information from World Trade Atlas [trade statistics database by GTI] and JETRO's Marketing Guidebook 2004.)
The household product category is broad and includes a wide range of goods. Here, household products are defined as tableware, kitchenware, small home electronic appliances, furniture & home furnishings, interior fabrics, lamps, and other. 58% of U.S. imports in this group are in the furniture & home furnishings category, followed by table and kitchenware at 17%.
According to the 2005 National Census, Japan had 49 million households with a total population of 127 million. Young consumers are sensitive to home fashion, wishing to assert their distinctive lifestyles. Middle-aged consumers are strongly interested in keeping up with their health and wellness in spite of time constraints and the demands of life and work. Overall, Japanese consumers are spending more time at home, and the concept of nesting or staying home and relaxing is gaining broad social acceptance.
It is important to note that the product lines in household goods stores are becoming increasingly global, while Japanese consumers’ lifestyles are growing more and more diversified. To respond to the diversified demands of the market, Japanese importers expect high-mix low-volume production, flexible distribution in small lots, and prompt delivery from foreign exporters.
Best Products/Services
As Japanese consumers value home comfort, U.S. home furnishing companies offering quality products with distinctive design that appeal to the Japanese will find significant opportunities in the Japanese market.
Generally, Japanese consumers are willing to pay premier prices for quality, functionality, and design. Also, they are sensitive to safety and cleanliness. For example, antibiotic or anti-odor functions are almost common for products like kitchenware or bathroom goods. Interest in eco-friendly business areas, such as organic products, is still high.
Opportunities
Event: The 63rd Tokyo International Gift Show
Dates: February 13-16, 2007
Venue: Tokyo International Exhibition Center (www.bigsight.jp/)
Web: www.giftshow.co.jp/
Products: Giftware
Event: The 2nd International Homefashion Fair
Dates: April 4-6, 2007
Venue: Tokyo International Exhibition Center (www.bigsight.jp/)
Web: www.giftshow.co.jp/english/framepage.htm
Products: Housewares such as tabletop, cookware, and kitchen accessories, cutlery and cleaning goods, small and major appliances, furniture and home furnishings, lightings, outdoor living and gardening items, giftware and other household consumer products.
Event: Interior Lifestyle/Ambiente Japan
Dates: June 6-8, 2007
Venue: Tokyo International Exhibition Center (www.bigsight.jp/)
Web: www.interior-lifestyle.com/en/index.html
Products: Housewares such as tabletop, cookware, and kitchen accessories, cutlery and cleaning goods, small and major appliances, furniture and home furnishings, lightings, outdoor living and gardening items, giftware and other household consumer products.
Event: International Furniture Fair Tokyo
Dates: November 21-24, 2007
Venue: Tokyo International Exhibition Center (www.bigsight.jp/)
Web: www.idafij.or.jp/en/index.html
Products: Furniture and home accessories
Resources Return to top
CS Japan Contact: Ms. Rika Saito (Tokyo) Rika.Saito@mail.doc.gov
International Development Association of Furniture Industry of Japan
Japan Housewares Importers Association www.jhi.or.jp