Laundry Detergents of Each Company Have Latest Features and the Fierce Market Share Battle

“This is the one that will change the laundry in Japan.”

Such a catchphrase accompanies Kao’s ‘Attack ZERO Perfect Stick,’ which went on sale last August. Thanks to the advertising effect of commercials featuring a luxurious lineup of actors, including Tori Matsuzaka (35), Kento Kaku (34), Masaki Suda (31), Shotaro Mamiya (31), and Yosuke Sugino (28), this product recorded a mega-hit, shipping a total of 80 million units within three months of its release.

“The stick contains next-generation foaming powder, which dissolves and spreads out as soon as it touches water, removing stubborn stains. There’s no need for pre-washing or soaking; you just pinch the stick and throw it into the washing machine, so there’s no need for measuring. Even those who don’t usually do housework can easily do the laundry with this,” says Chiaki Fujiwara, a living journalist and household guide for the website ‘All About.’ 

No need for measuring and with the strongest cleaning power ever. The Perfect Stick may indeed change laundry in Japan.

However, without understanding how “laundry in Japan” has evolved, it is difficult to grasp the true value of the Perfect Stick. Naoyuki Takai, an economic journalist and former Kao employee, explains.

“Before 1950, Japanese people used bar soap for laundry. However, in 1951, Kao, which manufactured soap, released Japan’s first synthetic detergent, ‘Kao Powder Laundry.’ In 1956, Lion, another household goods manufacturer, released ‘Top,’ and gradually powder laundry detergents began to spread during the period of rapid economic growth. In 1979, Lion released ‘Top with Enzyme Power,’ the first detergent to include enzymes as an ingredient to break down protein stains, significantly improving its cleaning power. This solidified Top’s position as the industry leader.”

However, in 1987, Kao, which had fallen behind Lion, initiated the first laundry revolution with the release of the original ‘Attack.’

“Attack was a pioneer of compact detergents, with a box about one-fourth the size of conventional detergents. At that time, detergents were so large and heavy that people said, ‘If you buy detergent, you can’t do other shopping.’ However, Attack was compact, so it became popular with the idea that it can be bought along with groceries. Additionally, including a measuring spoon was groundbreaking. The convenience of being easy to carry and immediately adding the right amount had a significant impact on housewives,” says Takai.

That year, in the Nikkei Shimbun’s ranking of hit products, Attack was positioned as a yokozuna alongside Asahi Beer’s ‘Super Dry.’

Even today, Attack brand products occupy about 35% of the entire industry’s market share.

In 1995, the “Attack Liquid Type” was released. It was a groundbreaking product with a measuring scale on the cap, ensuring no undissolved residue like powder detergents. This strength of no undissolved residue came to fruition in 2011 during the Great East Japan Earthquake. The nationwide movement towards water conservation and the liquid detergent that didn’t leave residue even with little water were a perfect match.

However, consumers are always masters of habit. By the 2010s, about a quarter-century after the release of Attack, the market was permeated with the sentiment that “measuring and scooping with a spoon each time is a hassle.