Kitchen

Furniture
in Japan
2009
 Market Size
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.

2 MAR 18, 2009

 History of kitchen in Japan
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.

3 MAR 18, 2009

 History of kitchen in Japan
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.

4 MAR 18, 2009

 History of kitchen in Japan
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.

5 MAR 18, 2009

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

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.

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.

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.

6 MAR 18, 2009

 Kitchen Styles in Japan
One major Japanese kitchen manufacturer surveyed Japanese kitchen user (2007, 622 married females)

What kitchen do you Closed Semi-open Open If renovating your house, for
currently use? which kitchen would you decide?
31.8 33.1 35.0 General （622） 17.2 52.7 30.1 (%)

32.3 28.4 39.4 Age 20s （155） 15.5 51.0 33.5

29.0 36.8 34.2 Age 30s （155） 15.5 59.4 25.2
39.4 27.1 33.5 Age 40s （155） 21.9 54.2 23.9
26.8 40.1 33.1 Age 50s （157） 15.9 46.5 37.6
32.0 32.9 35.1 Having a child （487） 17.5 52.2 30.4
31.1 34.1 34.8 Having no child （135） 16.3 54.8 28.9
32.3 30.9 36.8 Working wife（220） 16.8 54.1 29.1
31.6 34.3 34.1 House wife（402） 17.4 52.0 30.6

100.0 Closed kitchen （198） 26.8 47.5 25.8

100.0 Semi-open kitchen （206） 13.6 59.7 26.7
100.0 Open kitchen （218） 11.9 50.9 37.2

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

7 MAR 18, 2009

 Consumer Research Japan
Which kitchen are you currently using?
My Voice, a Japanese internet researching institute INAX
conducted a research about consumer’s preferences of Takara
kitchen brands in the end of 2007. Sun wave
National/Matsushita
Number of respondents: 14,363
Cleanup
TOTO
Male Female Total Tostem
MIKADO
Panasonic/ Matsushita
Number of
Participants 6,607 7,756 14,363 Yamaha
Noritz
Hitachi Housetec
In per cent 46% 54% 100% Nasluck
Eidai
Beltecno
Toyo Kitchen
Conclusion (chart on the right)
Kitchen House
Japanese kitchen makers are very strong in the mass- Other domestic maker
market. The big four are: Inax, Takara, Sunwave, and Foreign maker
National. No System kitchen
I don’t know
Foreign brands are strong and increasing presence in the No answer
mid-to high-end segment, mostly design & image driven.

8 MAR 18, 2009

 Consumer Research Japan
What was the most important factor to choose
kitchen (currently in use)?
My Voice, a Japanese internet researching institute It is user-friendly

conducted a research about consumer’s preferences merchandise of the maker who can trust it

of kitchen brands in the end of 2007. It has better storage

Easy maintenance and cleaning

Number of respondents: 14,363 Good design

Better in functionalities

it was recommended by house builder

Conclusion (chart on the right) Good design sense

Better after service can be expected

Most Japanese consumers prefer functionality and I could confirm at showroom
reliable suppliers (product quality, installation quality Wide variation for choose
and service) when purchasing a kitchen. Famous maker

Customer needs are supported

New technology and fashion are taken in well

The biggest buying impulses are: It is reputable among friend acquaintances

It is reputable among specialists

1) Functionality
There is explanation carefully on the Internet

2) Product Quality It is good at PR and advertisement Questioned people are

kitchen users
Food specialists recommended
3) Storage Facilities
Others

4) Design I have no idea

No answer

9 MAR 18, 2009

 Major Japanese Kitchen Brands

Inax is a large group company in Japan, specialising on bath and kitchen furniture.
Three brands:
Link: Gran Piasse High-end model
www.inax.co.jp
IST medium model
I600 for reforming

Grand Piasse

Inax are strong as total

household furniture,
toilet and bath brand.
Also high sense of
design.

10 MAR 18, 2009

 Major Japanese Kitchen Brands

Takara Standard is the top 2.

About 20 percent market share, but often considered as “old fashioned”.
Link: LEMURE high-end model
www.takara-standard.co.jp Frea Ritela medium model
Edel reasonable

Takara are competent for

enameled steel products.
However they are quite
conventional and not so
innovative and stylish.

11 MAR 18, 2009

 Major Japanese Kitchen Brands
Centenario high-end model
Style Kitchen high-end model
Link: RinⅡ high-end model
www.sunwave.co.jp Sunvarie pitto Mid-range model
Actyes Mid-range model
ＢＭ＋ reasonable model
Sunfurni TioⅡ Low price
Well life special
12 MAR 18, 2009
highest grade
collaborated with TEPCO electric stove
All stainless kitchen for professional look
Functional door pockets for storage
Sustainable design kitchen
Trend design and function
For limited space as like apartment
For handicapped and aged person
Clear series positioning,
stylish and innovative.
 Major Japanese Kitchen Brands
National is a major electronics maker in Japan (Panasonic), three kitchen brands:

XIMO high-end model “Lighting design kitchen”

Link
http://panasonic.jp/sumai/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.

13 MAR 18, 2009 13

 Major Japanese Kitchen Brands
Japanese kitchen maker “Cleanup” has 6 series:
Cleanup S.S. high-end model “Stainless System kitchen”
Cleanlady medium model 5 Type of plan is prepared
Link:
www.cleanup.co.jp 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.

14 MAR 18, 2009

 Major Japanese Kitchen Brands
TOTO is a large company specialising on bath and kitchen furniture.
Three brands:
Link:
Cuisia high-end model high sense of design 4 layout plans
www.toto.co.jp
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.

15 MAR 18, 2009

 Other Kitchen Brands in the Japanese Market

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.

16 MAR 18, 2009

 Market Overlook

Mass Market Image Market

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

 Electrical Kitchen Appliances

Major kitchen appliances makers in Japan

Laundry cleaner fridge Micro- Rice kettle Coffee Mixing/ IH Dishwash Hot plate Audio computer Air
machine wave cooker related cutting cooking er and condition
oven/ machine visual er
oven

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

18 MAR 18, 2009

 Electrical Kitchen Appliances
Other brands
Laundry cleaner fridge Micro- Rice kettle Coffee Mixing/ IH Dishwash Hot plate Audio computer Air
machine wave cooker related cutting cooking er and condition
oven/ machine visual er
oven

P
O O P P O
P
O P
O
TWINBIRD
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
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.

19 MAR 18, 2009

 Few key points in regards to Japanese customers

• 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

20 MAR 18, 2009

Contacts
Contacts
G&S International Japan
Amenity D Building, 6-4-13 Soshigaya
Tokyo Setagaya-ku, 157-0072 Japan
The Europe Japan Business Center
Amenity D Building, 6-4-13 Soshigaya
Tokyo Setagaya-ku, 157-0072 Japan

phone +81-80-5519-1260 phone +81-50-5532-1298

email contact@gs-int-ltd.com email info@ej-bc.com
web www.gs-int-ltd.com web www.ej-bc.com

Business Development & Consulting in Japan