Kitchen Furniture

in Japan

2009

2

Market Size

MAR 18, 2009

Japan is the 2nd largest retail market with 127 million consumers.

It is the 2nd biggest kitchen market in the world (behind US) with more 1.8 million units sold per year.

The market appeared stable in the years 2006-2008, with a slight increase of 1-2 per cent per year.

The high number of kitchen units sold per year are a result of high activity in construction and

remodeling market for private buildings in Japan. Main reason: in Japan, a home is built usually for one

generation, the average life-span of a building in Japan is just 30-35 years.

3

History of kitchen in Japan

MAR 18, 2009

The Japanese kitchen look has changed drastically in the past 30 years.

This depended much on historical changes in the Japanese society.

Before World War II., Japanese families followed a very strict patriarchal system.

There was a proverb “Man should not enter into the kitchen.” It meant men should behave as leaders of the

family, kitchen is the place for the women.

In these days, seat position and turn of eating were fixed according to hierarchy as like father and grand

father should be 1st, first son 2nd, grand mother and other children 3rd and mother last.

Toady, Japan’s society is much different.

4

History of kitchen in Japan

MAR 18, 2009

After World War II., the Japanese economy had a revival like a miracle.

Still the hierarchy in the family was somewhat kept.

In the 60s people started buying TVs and refrigerators.

Western culture had been taken into the life. Stainless steel was started to be used for sink.

The typical Japanese kitchen of that time was a separated place where the family would hide the cooking

from visitors. And still, a kitchen was considered as the place for house-wives to prepare meals only.

Kitchen in Japan today look much different.

5

History of kitchen in Japan

MAR 18, 2009

After the “bubble economy” of the 90s, Japanese people started to think about real life.

On one other hand company started to hire women as reasonable employees.

One the other, fathers started to realise that they have to share the house work to make marriage work.

It was also realised that use of kitchen and in-house eating can be a driving part of a modern family.

Finally, kitchen started to be not the place for women anymore, but important a communication space.

Today, the kitchen is the centre of a Japanese home. It is bigger, roomier and well designed.

6

Kitchen Styles in Japan

MAR 18, 2009

3. Semi-open style kitchen - Modern Type 2

Kitchen area is partly separated by a hanging shelf or half closed by a counter.

This style can partially solve the problem of smoke/smell, but still appears open.

It is possible to keep communication with the family during cooking.

2. Open style kitchen - Modern Type 1

Layout can be set freely. Cookers can see dining & living room, so that

communication with the family is quite easy. This style could get good

reputation from family has older person or child. As there is no partition, it is

needed to install a strong ventilation system, and oily stuff as like grilling fish

and meat are sometimes bring cooking dirt into the living area. Families have

to make a effort to clean up often.

1. Closed style kitchen - Tradition Type

Smoke and noise by cooking can be hidden. There’s no need to clean up by a

sudden visitor. It is possible to focus on cooking, however communication with

the family almost not possible, distance from dining is comparatively long.

There are basically 3 type of kitchen styles popular in Japan today.

7

Kitchen Styles in Japan

MAR 18, 2009

One major Japanese kitchen manufacturer surveyed Japanese kitchen user (2007, 622 married females)

Closed Semi-open Open

(%)

What kitchen do you

currently use?

If renovating your house, for

which kitchen would you decide?

17.2 52.7 30.131.8 33.1 35.0 General （622）

21.9 54.2 23.9

13.6 59.7 26.7

31.6 34.3 34.1

100.0

100.0

Age 20s （155）

Age 30s （155）

Age 40s （155）

Age 50s （157）

Having a child （487）

Having no child （135）

Working wife（220）

House wife（402）

Closed kitchen （198）

Semi-open kitchen （206）

29.0 36.8 34.2

32.3 30.9 36.8

26.8 47.5 25.8

Open kitchen （218）

17.4 52.0 30.6

16.8 54.1 29.1

15.9 46.5 37.6

59.4 25.215.5

15.5 51.0 33.5

39.4 27.1 33.5

32.0 32.9 35.1

26.8 40.1 33.1

32.3 28.4 39.4

31.1 34.1 34.8

100.0

11.9 50.9 37.2

16.3 54.8 28.9

17.5 52.2 30.4

Conclusion traditional designed kitchen become less popular, while semi-open style gains popularity.

8

Consumer Research Japan

MAR 18, 2009

Which kitchen are you currently using?

Conclusion (chart on the right)

Japanese kitchen makers are very strong in the mass-

market. The big four are: Inax, Takara, Sunwave, and

National.

Foreign brands are strong and increasing presence in the

mid-to high-end segment, mostly design & image driven.

My Voice, a Japanese internet researching institute

conducted a research about consumer’s preferences of

kitchen brands in the end of 2007.

Number of respondents: 14,363

INAX

Takara

Sun wave

National/Matsushita

Cleanup

TOTO

Tostem

MIKADO

Panasonic/ Matsushita

Yamaha

Noritz

Hitachi Housetec

Nasluck

Eidai

Beltecno

Toyo Kitchen

Kitchen House

Other domestic maker

Foreign maker

No System kitchen

I don’t know

No answer

Male Female Total

Number of

Participants6,607 7,756 14,363

In per cent 46% 54% 100%

9

Consumer Research Japan

MAR 18, 2009

What was the most important factor to choose

kitchen (currently in use)?

Conclusion (chart on the right)

Most Japanese consumers prefer functionality and

reliable suppliers (product quality, installation quality

and service) when purchasing a kitchen.

The biggest buying impulses are:

1) Functionality

2) Product Quality

3) Storage Facilities

4) Design

My Voice, a Japanese internet researching institute

conducted a research about consumer’s preferences

of kitchen brands in the end of 2007.

Number of respondents: 14,363

It is user-friendly

merchandise of the maker who can trust it

It has better storage

Easy maintenance and cleaning

Good design

Better in functionalities

it was recommended by house builder

Good design sense

Better after service can be expected

I could confirm at showroom

Wide variation for choose

Famous maker

Customer needs are supported

New technology and fashion are taken in well

It is reputable among friend acquaintances

It is reputable among specialists

There is explanation carefully on the Internet

It is good at PR and advertisement

Food specialists recommended

Others

I have no idea

No answer

Questioned people are

kitchen users

10

Major Japanese Kitchen Brands

MAR 18, 2009

Gran Piasse High-end model

IST medium model

I600 for reforming

Inax is a large group company in Japan, specialising on bath and kitchen furniture.

Three brands:

Grand Piasse

Inax are strong as total

household furniture,

toilet and bath brand.

Also high sense of

design.

Link:

www.inax.co.jp

11

Major Japanese Kitchen Brands

MAR 18, 2009

LEMURE high-end model

Frea Ritela medium model

Edel reasonable

Takara Standard is the top 2.

About 20 percent market share, but often considered as “old fashioned”.

Takara are competent for

enameled steel products.

However they are quite

conventional and not so

innovative and stylish.

Link:

www.takara-standard.co.jp

12

Major Japanese Kitchen Brands

MAR 18, 2009

Centenario high-end model highest grade

Style Kitchen high-end model collaborated with TEPCO electric stove

RinⅡ high-end model All stainless kitchen for professional look

Sunvarie pitto Mid-range model Functional door pockets for storage

Actyes Mid-range model Sustainable design kitchen

ＢＭ＋ reasonable model Trend design and function

Sunfurni TioⅡ Low price For limited space as like apartment

Well life special For handicapped and aged person

Clear series positioning,

stylish and innovative.

Link:

www.sunwave.co.jp

13 MAR 18, 2009 13

National is a major electronics maker in Japan (Panasonic), three kitchen brands:

XIMO high-end model “Lighting design kitchen”

Fit medium model 5 Type of plan is prepared

GENEO reasonable simple and designed

Ideco free customize aluminum frame low price range

New AP low price for limited space and apartment

XIMO GENEO

National are strong at

electrical appliances.

XIMO has high sense of

design and lighting

system.

Link

http://panasonic.jp/sumai/kitchen/

Major Japanese Kitchen Brands

14 MAR 18, 2009

S.S. high-end model “Stainless System kitchen”

Cleanlady medium model 5 Type of plan is prepared

Caplan reasonable simple and designed

Colty limited space and apartment

CS all stainless steel

Duo low priced kitchen segment

Cleanup highest model is

focusing on movement on

cooking, storage.

Function and space are

considered by the action

of cooking.

Japanese kitchen maker “Cleanup” has 6 series:

Cleanup

Link:

www.cleanup.co.jp

Major Japanese Kitchen Brands

15

Major Japanese Kitchen Brands

MAR 18, 2009

Cuisia high-end model high sense of design 4 layout plans

Legacess medium model 5 type of layout plan is prepared

Style F reasonable simple and designed

Frame Kitchen Reasonable and innovative free planned frame system of kitchen

CS All stainless steel

Duo Low priced item

Toto are strong as total house

hold furniture brand, toilet and

bath brand, too. Also high

sense of design and idea.

“Washlet”, an automated toilet

system, was invented by Toto.

Link:

www.toto.co.jp

TOTO is a large company specialising on bath and kitchen furniture.

Three brands:

16

Other Kitchen Brands in the Japanese Market

MAR 18, 2009

The logo list above shows most significant players in Japan, aside of the major Japanese brands.

Foreign brands, mostly sell by image, modern design and excellent finish quality, not the price.

Most foreign brands are marketing in the mid to up-market segment in Japan.

Strongest importing countries in kitchen in Japan are Germany and Italy.

Mass Market Image Market

Market Overlook

Cleanup

The scheme above symbolises the Japanese kitchen market segmentation.

Basically, mass-market means Japanese volume manufacturers, while mid and high-end markets

belong to stylish foreign brands with innovative design and excellent quality. Japanese makers try to

imitate foreign kitchen designs to enhance brand images and product value in the market place.

17 MAR 18, 2009

Laundry machine

cleaner fridge Micro-wave oven/ oven

Rice cooker

kettle Coffee related

Mixing/ cutting

machine

IH cooking

Dishwasher

Hot plate Audio and

visual

computer Air condition

er

P O O O O O O O O O O PO PO O

O O O O O O O O O O

O O O O O O O O O O

O O O O O O O O O O O O

O O O P O O O O P O O

C O O O O O O O

C O O O O O

O

O P O

O

P=premium, O=ordinal, C=cheap, especially strong in sales in Japan

Major kitchen appliances makers in Japan

Electrical Kitchen Appliances

18 MAR 18, 2009

Laundry machine

cleaner fridge Micro-wave oven/ oven

Rice cooker

kettle Coffee related

Mixing/ cutting

machine

IH cooking

Dishwasher

Hot plate Audio and

visual

computer Air condition

er

P

O O P P O

P

O P

OTWINBIRD C C C C C C C

C O C C C

O O

P=premium, O=ordinal, C=cheap, especially strong in sales in Japan

Other brands

Conclusion

National is the home appliance brand name of Panasonic in Japan, and top player in kitchen appliances.

National is the strongest player for housing construction projects (that use of electrical built in appliances).

Foreign brands have a premier image, but synergy effect is looked small.

Electrical Kitchen Appliances

19 MAR 18, 2009

20

Few key points in regards to Japanese customers

MAR 18, 2009

• Extreme focus on quality and customer service

• Need to show long term committement to Japan

• Excellent distribution and service network a must

• Some adaption to the Japanese market often required

• Extreme need and request for technical information and documentation

• Close and frequent communication to partner and customers necessary to

maintain well-working long-term relations

• Focus hard on hiring top people (a pool of very talented Japanese are

available if you screen carefully). Use recruiting agencies and headhunters

rather than printed or internet ads

• OK to take a premium price still, although market becoming more competitive

Contacts

Business Development & Consulting in Japan

G&S International Japan

Amenity D Building, 6-4-13 Soshigaya

Tokyo Setagaya-ku, 157-0072 Japan

phone +81-80-5519-1260

email contact@gs-int-ltd.com

web www.gs-int-ltd.com

The Europe Japan Business Center

Amenity D Building, 6-4-13 Soshigaya

Tokyo Setagaya-ku, 157-0072 Japan

phone +81-50-5532-1298

email info@ej-bc.com

web www.ej-bc.com

Contacts