2023 Japan New Life Quarterly Report Analysis of 17 Subcategories in Three Major Categories

Analysis of 17 subcategories in 3 major categories in 2023 Japan New Life Quarterly Report

From March to April every year is usually the peak period for Japanese people to enter schools, jobs, transfer positions, and change jobs, which usually means the start of a new life. Many people will purchase household appliances, furniture and other goods during this time, so the market demand during this period is of great importance to businesses.

BusinessDialogue has learned that Nint, a Japanese research company, recently released a research report entitled “Latest Trends in the 2023 New Life Market” for Japan’s three major e-commerce platforms, identifying the top three categories and 17 subcategories with the highest demand during the new life season, and studying sales data from Japan’s three major shopping websites: Rakuten, Amazon Japan, and Yahoo Japan.

Table of Contents

• Overview of Japan’s Online Shopping Market in the 2023 New Life Season

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• Trends Analysis of the Three Main Categories and 17 Subcategories

• Category: Household Appliances

• Overview of the Household Appliances Market as a whole

• Analysis of seven subcategories of the Household Appliances Category

• Subcategory: “Vacuum Cleaners”

• Subcategory: “Microwave Ovens”

• Subcategory: “Rice Cookers”

• Subcategory: “Electric Kettles”

• Subcategory: “Washing Machines”

• Subcategory: “Refrigerators”

• Subcategory: “Televisions”

• Category: Bedding and Furniture

• Overview of the Bedding and Furniture Market as a whole

• Analysis of subcategories of Bedding and Furniture Category

• Subcategory: “Bedding”

• Subcategory: “Pillows”

• Subcategory: “Curtains”

• Subcategory: “Chairs and Tables”

• Subcategory: “Sofas”

• Subcategory: “Bedclothes”

• Category: Household Goods

• Overview of the Household Goods Market as a whole

• Analysis of subcategories of Household Goods Category

• Subcategory: “Household Items and Tableware”

• Subcategory: “Pot and Frying Pan”

• Subcategory: “Lighting Equipment”

• Subcategory: “Trash Bins”

• Conclusion

Overview of the 2023 Japan Online Shopping Market for New Life Season

According to the report, since March 2019, the sales during the New Life Season have shown a year-on-year increase trend on the three major e-commerce platforms. In March 2023, the sales increased by 117.8% compared to the same period last year, reaching 45 billion yen, an increase of more than 6.5 billion yen from the previous year.

The sales of the three major categories have shown a significant increase in March every year. As of March 2023, the online sales of “home appliances” on the three major researched e-commerce platforms reached 25.9 billion yen; the sales of “bedding and furniture” reached 11.17 billion yen; and “daily necessities” was about 5.76 billion yen. Among the 17 subcategories, “vacuum cleaners” had the highest sales proportion, ranking fifth in March last year and rising to first place this year.

Looking at the growth rate of the three major categories every year, all categories have online sales growth rates of over 100% during the New Life Season in previous years. In March 2023, the “furniture and bedding” category had the highest growth rate.

During the initial outbreak of the pandemic in 2020, the growth rate of the “home appliances” category reached 147.3%, setting a new record, but fell below the overall market level in 2021. The growth trend of “daily necessities” and “home appliances” categories is almost the same, but their growth rates are slightly lower than the overall market.

Except for the “furniture and bedding” category, all other categories have shown similar fluctuations from 2022 to the present.

From the data of seasonal indexes, it is obvious that the highest demand among all categories is in December, followed by March. For the categories we have chosen, in addition to March every year, there may also be demand related to summer and winter bonuses and the end of the year. In addition, we also need to consider the impact of large-scale promotional activities held on Rakuten Market in March, June, September, and December every year on the overall seasonal index.

Trend analysis of three major categories and 17 subcategories

“Home appliances” category

Overview of the overall market of “home appliances” category

Overall, December is the peak demand period for the “home appliances” category, but the demand in March, July, and September is also high, with specific subcategories differing. For example, microwave ovens and electric kettles have the highest demand in March.

In March 2023, the monthly sales of the home appliances category on the three major e-commerce platforms reached 25.9 billion yen, an increase of more than 3.7 billion yen from the same period last year. Below is a detailed analysis of the sales trends of seven subcategories: vacuum cleaners, washing machines, refrigerators, microwave ovens, rice cookers, electric kettles, and televisions.

“Home appliances” category analysis of seven subcategories

“Vacuum cleaner” subcategory

Key points of research:

1. The highest sales growth rate among all 17 subcategories

2. Robot vacuum cleaners are very popular

3. The ranking of handheld vacuum cleaners has declined

4. Major manufacturers have changed

The data shows that March, July, September, November, and December are the nodes of significant increase in demand for vacuum cleaners in recent years, with the period from November to December being the annual sales peak.

The competitive environment of the Japanese vacuum cleaner market changed significantly between March 2022 and March 2023. In 2022, handheld cordless vacuum cleaners dominated the market, but by 2023, robot vacuum cleaners accounted for more than half of the overall market.

According to reports, Company A, known for its handheld vacuum cleaners, reduced the number of products ranked in the top ten in sales this year from four to one, while the number of robot vacuum cleaner products increased significantly. In addition, the Japanese handheld vacuum cleaner market may have already reached saturation.

The average selling price of the entire subcategory is 17,414 yen, and the average selling price of the top ten products is 58,927 yen. Due to the high-priced robot vacuum cleaners entering the top ten, the average selling price of the top ten products has increased.

Subcategory “Microwave ovens”

Research points:

1. The popularity of frequency-adjustable products is increasing

2. Popular products for single-person households have a capacity of less than 20 liters

3. Frequency-adjustable products priced below 10,000 yen have appeared

4. Diverse output stage products are popular

Since 2020, March has been the peak demand period for microwave ovens throughout the year. Compared with March 2022, the sales of microwave ovens increased by 122.8% in March this year, and the seasonal index reached a new high of 145.6, which indicates that the sales growth in March this year exceeded that of the past few years. Like the overall market in the new life season, December is also a peak period of demand for microwave ovens.

The research pointed out that among the hot-selling microwave oven products, products with a capacity of less than 20 liters occupy the top rankings, and such products are usually suitable for single-person use. In the sales ranking changes from March 2021 to now, the sales of frequency-adjustable products, diverse output stage products, and flat microwave oven products have increased significantly.

There are some differences in the power supply frequency in various regions of Japan, so consumers need to consider purchasing products that can adapt to the local frequency when moving. Frequency-adjustable microwave ovens are more convenient, and with the maturity of technology, frequency-adjustable microwave ovens priced below 10,000 yen have appeared.

The overall average selling price of microwave ovens is 15,394 yen, and the average selling price of the top ten products is lower than the previous 12,516 yen. There are 4 products priced below 10,000 yen among the top ten products, which is a factor that caused the overall average selling price to decrease. The price range of microwave ovens is from less than 10,000 yen to more than 100,000 yen, especially there are many low-priced products among the top ten products, which reflects the demand of single people.

“Rice Cooker” subcategory

Research points:

1. Changes in products with high sales rankings

2. Multi-functional low-temperature cooking and various cooking functions

3. 3-cup and multi-functional 5.5-cup rice cookers focused on cooking rice have become mainstream

The sales of rice cookers tend to rise in March each year, but the peak demand throughout the year is not significant, so March is not necessarily the period with the highest demand of the year.

Compared to March 2022, the sales of rice cookers increased by 115.1% in March 2023. From March 2021 to March 2022, the sales of rice cookers also increased by 115.8%. However, the seasonal index of rice cookers in March this year was 99.1, while the average seasonal index of the past five years was 136.5, indicating that the sales in March this year were lower than in previous years.

It is worth noting that the demand for rice cookers tends to rise significantly from October to December each year. This may be because September-October is the season of new rice harvest, and the demand has further increased in the past two years due to the pandemic.

Among the top ten products in terms of sales, the top three brands account for more than half of the market share. Before March 2021, the top three brands almost occupied the top ten sales, but since March 2022, products from other brands have also entered the top ten sales.

In 2022 and 2023, most of the top ten products in terms of sales are 3-cup or 5.5-cup capacity products, and products with added low-temperature cooking and separate pot cooking functions are also becoming more popular. Overall, among single-function rice cookers, 3-cup capacity products are more popular, and among multi-functional rice cookers, 5.5-cup capacity is more popular, with most of them priced over 10,000 yen.

The average price for this category as a whole is 15,375 Japanese yen. On the other hand, the average price of the top 10 products is 17,727 Japanese yen. Since the price of multifunctional products that can cook 5.5 cups of rice is higher, the average price of the top 10 products is higher than the overall average price.

“Electric Kettle” Subcategory

Key Points of Research:

1. Change in capacity preference

2. Change in the best-selling brand

3. Increasing number of electric kettles with a narrow spout coffee pot design

4. Glass material and those with LED become a new trend

Since 2020, March is the peak season for electric kettles, similar to microwaves. This year’s sales increased by 109.6% compared to last year, which increased by 102.6%. The seasonal index for electric kettles in March 2023 is 145.1, and the average seasonal index in March for the past five years is 114.2. This indicates that this year’s demand for electric kettles exceeds previous years.

From August to December, seasonal expenditure for electric kettles continues to rise, which may be related to the cold winter weather.

From March 2021 to this year’s March, the best-selling products show that consumer preferences for electric kettle capacity have clearly changed. In 2022, 0.8-liter products became mainstream, and in 2023, the preference shifted to 1.2 liters, while products ranging from 0.8 to 1.0 liters are also popular.

Before 2022, the top ten sales were dominated by three brands, but by 2023, products from eight brands entered the top ten. Among them, there are more and more electric kettles with a narrow spout coffee pot design for drip coffee, and electric kettles made of glass and those with LED lights also appear on the bestseller list, indicating a demand for decorative functions for this product.

The average unit price of the entire category is 5,126 yen, while the average unit price of the top ten products is 8,013 yen. The number of electric coffee pot-type products in the top ten has increased, with prices exceeding 10,000 yen, which has pushed up the average unit price of the top ten products.

“Washing machine” subcategory

Key points of the study:

1. The presence of top brands has increased

2. Large-capacity drum-type washing machines are popular

3. Non-white washing machines are becoming increasingly popular

4. Attention is paid to interior decoration elements such as glass

The report shows that in March of this year, washing machine sales increased by 120.2% year-on-year, and increased by 115.8% year-on-year last year, achieving double-digit growth for two consecutive years. However, the seasonal index for March of this year was 94.4, which is lower than the average index of 116.9 in March of each of the past 5 years.

Due to factors such as the increase in dry cleaning shops in recent years, the trend of concentrated demand for washing machines during specific periods has decreased. A slight increase can still be seen during the rainy season (June to July) and the end of the year, so it is necessary to pay attention to the sales trends from summer to the end of the year.

In addition, the demand for washing machines has significantly increased during the period from August to September in 2019 and 2021. Therefore, it is also important to closely monitor the sales trend in August-September 2023.

Looking at the top ten products with the highest sales this year, large-capacity washing machines with a capacity of over 10 kilograms are quite popular, among which drum-type washing and drying machines have the highest sales. Products with functions such as warm water washing, connection with smartphones, and indoor drying modes are also popular; products with high water and energy-saving performance and functions such as automatic dispensing of liquid laundry detergent and fabric softener are also popular.

A study shows that non-white products such as black and crystal white are among the top selling products, and as a part of interior decoration, there is an increasing demand for washing machine designs with a sense of style.

In addition, there has been little change in the brands with the highest sales proportion since 2021, and the top brand has added a new item to the top ten almost every year.

The average unit price for this category is 64,899 yen. On the other hand, the average unit price for the top ten products is 120,410 yen, which is higher than the average unit price. Among them, eight of the top ten products have prices exceeding 100,000 yen, raising the average unit price level.

“Refrigerator” subcategory

Key findings of the study

1. There have been changes in the top brands

2. Large-capacity French door refrigerators with over 400 liters of space are popular

3. Large freezer rooms are popular as frozen foods continue to develop

4. Advancement of IoT, including AI adjustment function, etc.

In March of this year, refrigerator sales increased by 102.6% compared to the same period last year, and sales also increased by 135.2% last year, maintaining high growth for two consecutive years. The seasonal index for 2023 is 121.4, higher than the average seasonal index of 110.7 for the past five years. Based on the seasonal index, the peak demand period is in the summer.

Looking at the top ten products in terms of sales, large-capacity models with over 400 liters of space, French door models, and energy-saving and environmentally friendly products are popular, and this trend continues this year. Among the top two brands, one of them has fewer new products in the top ten for 2023 than in 2022, while the third-ranked brand has increased the number of products.

In addition, refrigerators with quick freezing and refrigeration functions are becoming popular. The ranking also shows products with new features such as AI adjustment function, indicating that technological innovation is underway.

The overall average price of this category is 55,963 yen. However, the average price of the top ten products is 133,402 yen. Five of these products have prices that are more than twice the average price, which has raised the average price.

“Television” Subcategory

Research Points

1. The top ten products in sales in 2023 are dominated by two major brands

2. After the price of organic EL televisions decreased, they began to enter the top ten in sales

3. 4K has become a basic specification, and compatibility with online videos has become more common

4. Televisions 50 inches and above are increasingly popular

Looking at past trends, televisions have grown in sales every March. In March of this year, sales of televisions increased by 105.3% compared to the same period last year, and by 116.5% the year before, showing high growth for two consecutive years. The seasonal index for March 2023 was 158.4, which is higher than the average seasonal index for March of the past five years, which was 100.7.

Looking at the top ten products in sales, there is a trend towards larger and more affordable televisions in Japan. The proportion of televisions 50 inches and above in the top ten sales rankings increased in March 2022 and March of this year.

Starting from March 2022, organic EL televisions also began to enter the top ten rankings. 4K has become a basic specification, and compatibility with online videos, as well as improvements in image quality and the trend towards larger LCD screens, may be the future of televisions. In addition, it is worth noting that the sales champion in March 2021 and March 2023 was a 32-inch television.

The brands with high sales rankings show a trend towards concentration, with the top two brands occupying a large portion of the market share.

The overall average price of this category is 50,596 yen. However, the average price of the top ten products is 77,321 yen. Compared to 2021, there has been an increase in the number of products priced over 100,000 yen, and seven products have prices higher than the category average, which has raised the average price.

Bedding and furniture category

Overview of the overall market for the “bedding and furniture” category

In 2023, the sales of the “bedding and furniture” category reached 13.7 billion yen, an increase of more than 2.6 billion yen from the same period last year. The seasonal index of this category is similar to that of the home appliance category, with December being the peak demand season. There are also several sub-categories that experience significant increases in demand each year in March, and demand may also increase in June and September.

Next, we will analyze the sales trends of bedding such as beddings, pillows, and comforters, as well as furniture such as curtains, sofas, chairs, and tables in the new life season.

Analysis of sub-categories in the bedding and furniture category

“Bedding” subcategory

Research points

1. High resilience mattresses become mainstream

2. The size of the semi-double bed products is increasing

3. Bed frames have entered the top ten rankings since 2022

In March 2023, the sales of bedding increased by 128.6% year-on-year, an increase of 116.5% from the same period last year, achieving double-digit growth for two consecutive years. The seasonal index for March 2023 was 158.4, which is higher than the average seasonal index of 100.7 for March in the past five years.

The study considered three types of bedding, including sales of individual mattresses, bed frames, and mattress + bed frame sets. The study showed that high-resilience mattresses are becoming the mainstream trend in individual mattress products, and tri-fold mattresses are also popular. In March 2021, washable mattresses became significantly popular, but by March 2022, this trend was no longer apparent.

The mattress + bed frame sets appeared in the top ten bestsellers, with 0 related products in March 2021, but increased to 2 in March 2022 and 4 in March 2023, indicating a different purchasing trend than in the past.

In the past, bed frames were usually purchased at home furnishing stores, while mattresses were purchased on e-commerce platforms as cheaper products. Starting in 2022, bed frames began to become best-selling items on e-commerce platforms, and at the same time, bed frame brands also began to enter the best-selling product category.

The average unit price for the entire category is 18,435 yen. In comparison, the average unit price for the top ten products is 16,878 yen. Because many of the top ten products are individual mattresses, the unit price has decreased compared to the average unit price of the entire category. In order to conduct a more detailed analysis, the three situations of mattresses, bed frames, and bed + mattress need to be considered separately.

“Pillows” subcategory

Research points:

1. High elasticity pillows and height-adjustable functions are popular

2. Increased demand for washable products

3. Multiple well-known brands enter the market

In March 2023, the sales of the pillow subcategory increased by 103.8% compared to the same period last year, an increase of 102.2% compared to the previous year, and has been growing for two consecutive years. The season index in March 2023 was 81.5, and the average season index for March over the past five years was 124.4, but the demand exceeded last year, showing a growth trend.

The demand for pillows does not have a significant peak throughout the year, but its demand changes are similar to beddings, so it can be inferred that consumers usually buy products from both categories together.

Looking at the top ten best-selling products, high elasticity pillows are becoming more and more popular. In March 2021, the top ten list was mainly low elasticity and soft pillows. By 2023, the number of high elasticity pillows on the list increased from 1 to 4. In addition, height-adjustable and washable products are also popular.

In terms of product features, the frequency of the term “prevent snoring” has decreased while the frequency of “relieve neck pain” has increased.

Previously, the top ten best-selling list was mainly dominated by two major brands, with each brand having about 2-3 products on the list. However, in recent years, many new brands have appeared on the list, as a result of the diversification of consumer demand.

The average unit price for the entire category is 5,336 yen, while the average unit price for the top ten products is 12,894 yen. Seven of the products have a unit price higher than the overall average unit price, which is the main factor driving up the average unit price of the top ten products.

“Curtains” subcategory

Research points:

Curtains with first-level shading performance are needed

Since the outbreak of the COVID-19 pandemic, the demand for washable and cleanable products has increased

In addition to shading, there is also a trend for demand for heat insulation and heat preservation

In March 2023, online sales of curtains decreased by 97.9% year-on-year, which may be related to the large base effect of a 120.5% year-on-year increase last year. The decrease in sales may also be related to the increase in offline purchases by consumers. The seasonal index in March 2023 was 119.9, while the average seasonal index for March over the past five years was 131.9. The demand for curtains tends to increase every March.

Looking at the top ten best-selling products in March, all products have a shading rate of 99.99% or above, and many products emphasize washability, heat insulation, and heat preservation. It can be seen that consumers’ demand for curtains is gradually diversifying.

The average unit price of this category is 2,226 yen. On the other hand, the average unit price for the top ten products is 3,973 yen. Nine of the products have a unit price higher than the category’s average unit price, which is a factor driving up the average unit price.

“Chairs and Tables” Subcategory

Research Points:

1. Fluctuations in the rankings of top brands

2. L-shaped corner tables are the most popular

3. The popularity of electrically adjustable desks with adjustable heights is on the rise

4. Desks that support monitor arms perform well

In March 2023, the sales of chairs and tables increased by 131.6% compared to the same period last year, and increased by 105.4% year-on-year, showing high growth for two consecutive years. The seasonal index for March 2023 was 168.7, exceeding the average seasonal index for March of the past five years, which was 106.3.

Since 2019, the demand for this subcategory has shown a significant increase every March, but only in April 2020 did it continue to grow, which was related to the outbreak of the epidemic at that time.

Among the top ten bestsellers in March, half of them are L-shaped tables that can be used in room corners. Starting from March 2022, desks with adjustable heights also entered the list, and in March 2023, new products supporting monitor arms entered the forefront. Therefore, it can be inferred that consumers have an increasing demand for improving their home environment and health.

Brand rankings have fluctuated greatly. Before March 2019, products from Brand A occupied many of the top ten positions. In March 2020, products from new brands took the lead. In March 2022, Brand A returned to the forefront. By 2023, several other brands had entered the list.

The average unit price for this subcategory is 10,799 yen. However, the average unit price for the top ten products is 15,123 yen, and the high ranking of expensive electrically adjustable desks has led to an increase in the average unit price.

“Sofa” Subcategory

Research Points:

1. Demand for bean bag sofas has cooled, and the brand has experienced a decline.

2. Sofas with storage space or a bed are popular in two-person seating, while L-shaped sofas are most popular in three-person seating.

In March of this year, sofa sales increased by 138.1% year-on-year, up from 126.8% the previous year, achieving double-digit growth for two consecutive years. The seasonal index for March 2023 was 101.4, higher than the average seasonal index of 91.1 for March over the past five years.

The seasonal index for sofas has remained high since March and has also shown an upward trend in July, September, and December. Demand is usually slightly higher in December than in March.

Looking at the top ten bestsellers, the number of single bean bag sofa products decreased from five in March 2023 to four this year, and sales also declined. The main reason is that consumers are demanding more durability, and bean bag sofas typically deform after about a year of use.

In addition, the number of two-person to three-person sofas on the bestseller list has increased, with L-shaped three-person sofas and two-person sofas with storage space or a bed as the main products.

In March 2022, A-brand products accounted for the top five sofas on the bestseller list, but this year, the brand’s products only occupied the first, second, third, and seventh spots. B-brand sales have rapidly increased, and their three-person sofa ranks fourth.

The average unit price for all categories is 32,034 yen. However, the average unit price for the top ten products is 45,598 yen, with seven products priced higher than the average unit price, which is one factor pushing up the average unit price.

“Bedding” sub-category

Research points:

1. There is continuous demand for bedding.

2. Products that emphasize cleanliness are increasing.

3. Sales of bedding sets are becoming mainstream.

In March of this year, bedding sales increased by 103.2% compared to the same period last year, and increased by 128.8% compared to the previous year. The seasonal index was 74.1, the lowest point in the past five years. The average seasonal index for March in the past five years was 113.7. Every year, the demand for bedding increases in March compared to February, but the overall demand is not high, with the peak period mainly from August to December.

Looking at the top ten best-selling products in March, there is an increase in products that emphasize antibacterial, deodorant, and anti-mold functions. Washable bedding is also very popular, and the number of lightweight and highly moisturizing products has also increased significantly. In addition, many of the top-ranked products are bundled sales of mattresses, bedding, and sets.

The average unit price of the entire category is 8,518 yen, while the average unit price of the top ten products is 6,369 yen. Seven of these products have a unit price lower than the average unit price, which is a factor in the decline in the average unit price.

Household goods category

Overview of the overall market for “household goods” category

In March 2023, the total sales of the household goods category were about 5.7 billion yen, an increase of 600 million yen compared to the same period last year. The report studied four categories: household items and tableware, cookware and frying pans, lighting equipment, and garbage cans. These sub-categories have a trend of increased demand every March, although the peak in the past two years was in December, it is expected that this year’s peak will be in March.

Analysis of sub-categories in the “household goods” category

“Household items and tableware” sub-category

Research points:

1. Nordic brand tableware is very popular

2. Plate sizes of 12 to 15 centimeters continue to be popular

3. There is a demand for giving tableware as gifts

In March 2023, the sales of home furnishings and tableware decreased by 79.1% YoY, compared to a YoY increase of 102.9% last year. The seasonal index was 103.2, ranking 55th among the data of the past five years. The average seasonal index for March over the past five years was 116.5, indicating that the demand was not very high.

In December, the demand for home furnishings and tableware increased significantly, possibly due to the demand for year-end gifts. Therefore, it is necessary to closely monitor whether there will be a similar trend during the traditional peak season in December as in previous years.

Looking at the top 10 bestsellers, Nordic brands dominate the tableware category, with relatively simple designs. Gift sets are also popular, indicating a demand for gift giving.

In terms of brand concentration, in March 2022, A brand had 4 products on the list, while in 2023, 8 products made the list. Plate sizes ranging from 12 to 15 cm were the most popular.

The average unit price for the entire category is 1,999 yen, while the average unit price for the top 10 products is 3,145 yen, with 8 of them priced higher than the top 10, which is the main factor driving up the average unit price.

“Cookware and Skillets” sub-category:

Research points:

1. Detachable handles continue to be popular

2. Coated products with non-stick properties continue to be popular

3. A company and the newly-entered D company are the most popular brands

4. Sales of bundled products are strong

In March 2023, the sales of cookware and skillets increased by 100.9% YoY, compared to a YoY increase of 114.5% last year. The seasonal index for March was 128.8, while the average seasonal index for March over the past five years was 123.7, indicating an increase in demand for cookware in the new life season this year.

The annual demand trend for cookware and frying pans is similar to that of home appliances and tableware, but the demand for cookware and frying pans is higher in March. The demand for cookware and frying pans starts to increase from August, due to the seasonal change that increases the demand for hot pot.

Looking at the top ten best-selling products, detachable handles and pans with non-stick coating are very popular. Products that support both induction cooktops and gas stoves are mainstream, and set products are also popular.

In the best-selling list of cookware and frying pans, the top three brands occupied the majority of the market share in March 2021. However, by 2023, brand A and the newly entered brand D occupied nine positions, while brand C did not enter the list. It is necessary to pay attention to the trend of the newly entered brand D in the future.

The average unit price of the entire category is 5,616 Japanese yen, while the average unit price of the top ten best-selling products is 9,337 Japanese yen. This is because among the top five products, there are products such as frying pan sets that are about twice the average unit price, which is a factor that pushes up the average unit price.

“Lighting equipment” subcategory

Research points:

1. Fluorescent lamp types suitable for rooms of 10-14 square meters continue to be popular

2. Products with dimming and color adjustment functions are popular

3. Products that can be connected to smartphones and have “energy-saving” effects are popular

4. In 2022, brand A and brand B monopolized the rankings, but this year, brand C captured the market share of brand A

In March 2023, the sales of lighting equipment increased by 153.9% year-on-year, and increased by 109.0% year-on-year last year, showing continuous growth for two years. The seasonal index for March 2023 is 147.5, and the average seasonal index for March of the past five years is 120.9. The demand this year is obviously higher than in previous years. Overall, the seasonal index for lighting equipment is higher in March and December every year.

An LED pendant light with a remote control, suitable for spaces between 10-14 square meters, is a popular product. The number of products that can adjust brightness and color has also increased. Starting from March 2022, the number of products with the keyword “energy-saving” began to increase, and in March 2023, products that can be connected to smartphones also entered the bestseller list. Overall, lights with simple designs are more popular.

Last year, a product from brand A had sales that exceeded the second-place product by twice the amount. This year, a product from brand B that costs around 3000 yen and a product from brand C that can connect to smartphones have sales that are comparable to the top product from brand A.

In addition, a polarization of popular products has begun to emerge, with main price ranges including products with added value functions that cost around 6000 yen and simple products with only dimming functions that cost around 3000 yen to 4000 yen.

The overall average unit price is 6,430 yen. On the other hand, the average unit price of the top ten bestsellers is 6,117 yen, and six of the top ten products are priced below the average unit price.

“Trash can” subcategory:

Research points:

1. Covered models are popular products

2. 42 to 45-liter models are mainstream

3. The high-priced automatic opening and closing products that ranked second and third last year did not perform well this year

4. Prices of popular products have decreased

In March of this year, trash can sales increased by 103.5% year-on-year, and last year, they increased by 123.4% year-on-year, showing continuous growth for two years. The seasonal index for March 2023 is 125.6, and the average seasonal index for March in the past five years is 114.4. From the data, it can be seen that this year’s demand is higher than in previous years.

Overall, the trash can category experiences an increase in demand every year in March and can be considered a hot-selling product for the new life season. It is noteworthy that in the past few years, demand has also increased every September, so we can observe the trend in September 2023 as well.

Looking at the top ten selling products, trash cans with lids and foot pedal or automatic opening and closing mechanisms occupy the most positions. The mainstream capacity is 42-45L, and trash cans with functions (such as slim design and wheels) are more popular among 20L trash cans. Trash cans that can classify garbage are also popular.

In terms of price, the top two selling products last year were automatic opening and closing products priced above 15,000 yen and products priced around 5,000 yen. However, this year’s top three products have prices ranging from 4,900 yen to 8,600 yen, and last year’s top-selling products have dropped to fourth place.

The average unit price of the entire category is 4,410 yen. At the same time, the average unit price of the top ten best-selling products is 8,264 yen. Nine out of ten of the best-selling products have an average unit price higher than the average unit price, which is a factor that raises the average unit price.

Summary

For 17 sub-categories, the report is based on the sales in March 2020 and confirms the sales growth trend from 2021 to March 2023, and the results are divided into three categories:

1. Categories with annual growth (categories with continuous significant growth in 2022 and 2023)

1. Vacuum cleaners

2. Microwave ovens

3. Rice cookers

4. Washing machines

5. Beds

6. Chairs and tables

7. Sofas

8. Lighting devices

2. Categories with slowing growth (categories with slower growth in 2022 and 2023)

1. Electric kettles

2. Refrigerators

3. TVs

4. Pillows

5. Blankets

6. Pots and pans

7. Trash cans

3. Categories that may start to experience stagnant growth (categories with growth rate lower than the previous year in 2023)

1. Curtains

2. Cutlery and utensils

Comparing the average unit price of each category with the average unit price of the top ten best-selling products, the results show that the average unit price of the top ten best-selling products is higher. This may be because consumers tend to choose slightly better products when purchasing products with longer lifespans. On the other hand, in the category of consumables, the product cycle is shorter, or the price difference between products is not significant, resulting in smaller differences.

Editor ✎ Ashley/AMZ123

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