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The Japanese Market for

Home Water Treatment Products

住宅浄水器市場

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Baytel Associates208 edition

Photo: Baytel Associates

Technologies, Insights & Opportunities for Global Players

Tel: +1-732-988-6792 now available to download! [email protected]

Copyright © 2018 by Baytel Associates. • www.baytel.org • for more information call Baytel’s U.S. office (Eastern Time) +1-732-988-6792 or email [email protected]

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The choice of industry insiders

All the information & insights you need

Prepared by experts

Seize the opportunities & avoid the pitfalls

Understand the market dynamics

See how it’s changing

Get to really know the key players, their technologies, their products, and their strategies

Japan’s market ranks 2nd globally

It’s not just about Japan—it’s also about the technology you can apply elsewhere

26 information-packed pages

96 pages of company profiles: 37 companies

Segments the market for all product types

Systems & consumables covered separately

All technologies and configurations are covered

26 pages of succinct, information-packed, clearly organized information & insights

No filler…no fluff—More than 30 years of experience wholly-focused on

home water treatment technologies, markets, products & services

Technologies, products, contacts, partnerships, acquisitions…

Not just a snapshot in time: the report provides a 30-year

perspective06 pages of detailed business profiles of over 37 key players and their relevant subsidiaries

The Japanese Market for Home Water Treatment Products

208 edition


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Over 100 pages of business profiles

Executive Summary (pages 1-10)

Scope & Methodology (pages 11-16)

Drinking Water in Japan (pages 17-28)

Water in Japan

Bottled Water & Water ATMs

Products, Brands & Prices (pages 29-48)

Covers POU (Point-of-Use) & Whole House

Market Segmented Separately for: end-of-faucet filters • filtering carafes & re-lated products • shower & bath filters • faucet-integrated filters • under-sink, POE & other systems • countertop systems [excl. alkalizers] • alkalizers [pH-adjusting electrolysis units; hydrogen-rich water generators]

Product Use in Japanese Homes (pages 49-57) Photos showing typical installations/use

Distribution Channels (pages 58-123) Major distribution channels • retail • online • direct sales (MLM, SLM, etc.)

Retail Audits (incl. data & photos) conducted at leading retail chains • discount department stores hypermarkets • home centers • electronics stores • supermarkets • mass-market stores • DIY stores • kitchen & bath, model homes • depart-ment stores • convenience stores

Issues & Opportunities (pages 124-137)

Issues: saturated market? • competition from bottled water • functional water as a health-related con-cept • barriers to entering the Japanese market • some relevant institutions

Opportunities: trading up consumers • water storage • exporting Japanese technological advances • functional water - it merits a close look • water ATMS and the potential for technology export

Quantitative Market Analysis (pages 138-155)

Market History

Household Penetration & Market Trends

Installed Base by Configuration

Product Lifetimes

Bottled Water in the Home

The Current Market

Annual Unit Sales 2007 to 2017

Unit Sales Trajectories by Product Type

The Current Market in Units

The Current Market in Dollars

Consumables, Service & Installation

Total Market Size in Dollars

Total Market Segmented by Category

Market Forecasts (2017, 2022, 2027)

Background

Market Forecasts through 2027

Key Industry Participants (pages 156-261)

Evolution of the Market

Industry Structure 25 Years Ago

Industry Structure in 2005

Industry Structure in 2018

The Industry Trade Association

In-Depth Profiles of 37 Key Market Participants

(TOP LEVEL) TABLE OF CONTENTS






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Want to get there faster?Baytel’s new report provides what’s needed to quickly formulate a killer strategy!

Japan’s market ranks 2ⁿd in the world—

The new Baytel report gives you these benefits:

Covers the most serious competitors to home water treatment: bulk bottled water (bottles ≥ 10 liters and “Water ATMs”)

Covers water storage, intermittent water availability and power supply after earthquakes.

Separate figures for systems vs consumables (replacement cartridges, etc.), installation and service.

Segmentation by all leading product categories . Retail audits in various cities as well as direct

sales evaluations.

2018 EDITION

Now Shipping

Average product prices paid by consumers for each major product type.

Discussion of today’s drivers, trends and opportunities and their implications for the future of the market.

Realistic five-year forecasts based on deep knowledge of the Japanese market.

Baytel’s award-winning photoss and graphics. Built on three decades of Baytel field work

analyzing home water markets in over 45 countries, and coverage of Japan since 99.






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On A Good Day You Can See Mt. Fuji

whywait?

With Baytel’s new 208 report on the Japanese Market For Home Water Treatment Products…

You can see all the way through to a brilliant strategy!

Technologies, Insights & Opportunities for Global Players

Order today and start working with the information and insights you need! Our order form is furtther down in this pdf.






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THE REPORT COVERS MANY INTERESTING TECHNOLOGIES & PRODUCTS

(お試し用)

pH測定液セット

pH比色紙表

4.05.0

6.07.0

8.09.0

10.0

中性

日付ラベルメニューシール

電気分解促進剤（4g入×3袋包）

浄水ハンドル

吐水ホース（グレー）

給水ホース（白）酸性水ホース

排水ホース(断熱材付き)

水抜弁

電源コード（3m）

リモコン

本体

吐水口専用水栓TK308A型

※品番によっては、図と現品の形状が一部異なります。※包装前に通水検査をしていますので、商品内に水が　残っている可能性がありますが、商品には問題あり　ません。

消耗部品(ご購入についてはP.50をご参照ください)

同梱部品

取扱説明書（本書）

保証書

専用水栓の場合

兼用水栓TK301A型

専用水栓TK300A型

3

はじめに

各部のなまえとはたらき

(お試し用)

pH測定液セット

pH比色紙表

4.05.0

6.07.0

8.09.0

10.0

中性

兼用水栓の場合

日付ラベルメニューシール

電気分解促進剤（4g入×3袋包）

浄水ハンドル

吐水ホース（グレー）給水ホース（白）

水抜弁

電源コード（3m）

リモコン

本体

吐水口

酸性水ホース

※品番によっては、図と現品の形状が一部異なります。※包装前に通水検査をしていますので、商品内に水が　残っている可能性がありますが、商品には問題あり　ません。

消耗部品(ご購入についてはP.50をご参照ください)

同梱部品

取扱説明書（本書）

保証書

兼用水栓TKG38型

排水ホース(断熱材付き)

4

はじめに

DETAILED FIELD WORK

CLEAR ANALYSIS

GLOBAL PERSPECTIVE





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Baytel principals spend months out of every year conducting research in the countries they cover.

Baytel’s reports are richly illustrated with original photos taken in the field by Baytel Staff members. For example during Baytel’s “retail audits” thousands of photos are taken in representative stores in both major chains (all the relevant distribution channels) as well as in “Mom & Pop” outlets.

Baytel uses some of these photos in its country market reports to illustrate product availability, merchandising, and pricing.

Baytel’s principals also visit the homes of ordinary consumers, to see how they use water and talk about which options—tap water, bottled water, vended water, home water treatment—they like or dislike, and why.






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Japan: A Large and Unusual Market for Home Water Filters & Purifiers

Very high household penetration of home water treatment products High level of household penetration of bottled water About in 6 households is using neighborhood “Water ATMs” to refill

their own bottles with water The Japanese are increasingly embracing “hydrogen-rich” alkaline water The Japanese economy has, like in many other countries, been struggling

but the standard of living remains quite high The Japanese distinguish between different kinds of water (water at

varying pH levels) for different applications A Time to Buy into Japanese Technology? There are some great ones to

consider! What can a Korean firm like Coway do to compete in a country that

dislikes Koreans? What technologies and product configurations have Asian manufacturers

introduced here that is absolutely Stunning (and begs for scaling down Into lower priced residential knock-offs)?

The Japanese are bacteria-phobic and this has led to a highly-developed service industry for changing out water filter cartridges at or before the end of their useful life cycles (spent water filter cartridges are “grungy”!)

Japan is one of just a few country markets where home water filter products are often rented

Universal access to safe, clean water…but a very strong home water treatment market.

ORDER YOUR COPY TODAY!

2018 EDITION

Now Shipping

A recent quote about Baytel’s reports:

“ Worth the expense. Original research and insightful analysis.”

Global Marketing ManagerResidential Water Filtration

3M Purification Inc.

For more information contact Matt Moes at:Tel: +1-732-988-6792Email: [email protected]

EVERYTHING

YOU NEED

TO KNOW





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✓ Testimonials ✉ ✓ Info about another report ✉

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Section 8. Key Industry Participants 2018 editionJapan

Panasonic’s water treatment product line was started many years ago when today’s “Pana-

sonic” was called “Matsushita.” Initially, home water treatment products were often mar-

keted under Matsushita’s “National” (as opposed to its “Panasonic”) brand. Like its main

Japanese competitors Mitsubishi Rayon and Toray, Panasonic’s original products were all

small POU systems—primarily end-of-faucet filters and small countertop systems based

on hollow fiber. Sometime later it introduced countertop alkalizers (ionizers), which offer

water at variable pH values, as did its competitor Mitsubishi. These two types of products

are still offered in Japan and other developed markets. Unlike Mitsubishi, however, Pana-

sonic seems to have concentrated more on the alkalizer side of the business in these markets

even though its non-alkalizing products are also still easily available to consumers.

Residential water treatment products sold in Japan under the Panasonic brand account for

a large share of the countertop alkalizer units sold at retail (probably almost half of them).

However these Panasonic brand units tend to be modestly priced compared to those pro-

vided by Nihon Trim to its OEM customers. Panasonic competes in the residential faucet-

mounted product category but doesn’t do very well there compared to firms like Toray or

even Mitsubishi Rayon. Panasonic does not appear to be participating in the residential

faucet-integrated product category. Countertop units (exclusive of “alkalizers”) have long

been a Panasonic home water treatment mainstay throughout Asia with a large factory churning these units out in Indonesia, but

even so the brand does not account for more

than 0%-5% of the units (and its share

of industry revenues is far less than that).

Panasonic does not appear to be offering

pour-through filtering pitcher/carafes. And

it looks like its only under-counter product

is an alkalizer that makes use of a separate

(and “smart”) faucet.

More recently Panasonic took a rather radical step and introduced an entirely new line of

storage water purifiers offering RO and/or UV for markets like India where tap water is

supplied intermittently. These are priced at between about ¥7,200 ($5) for a simple UV

purifier to about ¥32,000 ($500) for an alkalizing RO plus UV system. Panasonic India

Copyright © 2018 • Baytel Associates • Tel: +1-732-988-6792 • [email protected] • www.baytel.org Page 242

Product

Lineup

SAMPLE P

AGES




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Takagi Co. Ltd. 2-4-1, Ishida-Minami, Kokura-Minami-Ku

Kitakyushu City, Fukuoka Pref., Japan

Toshio Takagi, President

www.takagi.co.jp

global.takagi.co.jp

TAKAGI IS RANKED NUMBER in market share for sales of water purifiers to builders of

newly-constructed condominiums in Japan. The firm has 528 employees in three regional

offices, eight branch offices, and five sales offices throughout Japan. There is also a represen-

tative office in Düsseldorf, Germany. The company is affiliated with Takagi Vietnam where

it will manufacture products for export worldwide. In addition to water purifiers the firm

develops, manufactures, and sells plastic products for gardening (a gardening hose uptake

reel and a nicely developed watering nozzle with various spray patterns including a setting

for watering sensitive flowers, plastic injection and molding, and dies. Sales are estimated

at about $36 million, including the molds and dies business. See http://global.takagi.co.jp/

business/index.html#sec02. According to the company,

“At Takagi, we are concerned about our customer’s health and would like to see our customers using clean and purified water on a daily basis. This is why we created the industry-first “Built-in Water Purifier Faucet”, called the “Mizu Kobo”. Since its launch in 2000, its easy-to-use and environment-friendly functions have been evaluated in Japanese market, and the present market share for newly-constructed condominiums has achieved the rank st in the industry.”

Takagi is believed to manufacture about half of the faucet-integrated water purifier systems

on the market in Japan, probably making more than a quarter of a million units annually.

Other major players in this segment of the market include Lixil, Mitsubishi Rayon, and

Toto.

Baytel considers it likely that Takagi is purchasing its faucet-integrated filter cartridges

from Lixil as similar faucet filters were developed first by American Standard (now a Lixil

company). It would be telling if they offered a curved filter cartridge as would be needed to

fit Takagi’s Mizu Kobo Goose filtering faucet.SAMPLE P

AGES


Thirty-seven key players

profiledin depth.


http://www.takagi.co.jp

http://global.takagi.co.jp/



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carbon, nonwoven fabric and hollow fiber) and a “built-in” water purifier that fits within

the arm of the faucet (also nonwoven fabric and hollow fiber).

Toto currently has three alkalizer models: a countertop that is connected to the end or the

base of the faucet with plastic hosing (and which drains into the sink), an undersink model

using a separate tap or a Toto faucet that incorporates input from the alkalizer; and an

ultra-slim model that can be mount near the sink. User controls for the undersink model

appear to be mounted on the inside of the sink cabinet door.

Toto’s prices are generally quite high: about ¥220,000 ($,840) for the undersink alka-

lizer, for example. Nevertheless, the Toto brand is highly respected and well established in

kitchen and bath equipment, and the company probably holds the second largest share of

the Japanese alkalizer market.

It is perhaps surprising, given Toto’s

nearly 00-year history in kitchen

and bath equipment, that it has not

been more active in other sectors

of the home water treatment cate-

gory—either in Japan or elsewhere.

SAMPLE P

AGES



http://www.toto.co.jp/products/kitchen/crasso/movie/kirei_jokin_mov.htm



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