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.

“Simply pinch and drop” revolutionized laundry.

In 2014, Procter & Gamble, the world’s largest consumer goods manufacturer headquartered in the United States, brought about the “second laundry revolution.”

“They launched Japan’s first gel ball detergent under the brands ‘Ariel’ and ‘Bold.’ The liquid is wrapped in a water-soluble film, simply placed in the washing machine. If you have a lot of laundry, just add another one. From a detergent that ‘can be easily measured’ to one that ‘does not require measuring,’ it has evolved. It can be said to be an epoch-making detergent that eliminates stress from spills or getting on hands. While Lion and Kao should have the technology to make water-soluble films, making gel ball detergents now would likely feel like a copycat move,” says Kensuke Kanzaki, a laundry expert who runs a cleaning company.

Ariel currently holds the industry’s second position after Kao’s ‘Attack’ series, boasting a market share of about 25%.

Five years after the second revolution began, Kao realized the new era keyword is no need for measuring with a push-type detergent.

“The convenient ‘Attack ZERO,’ usable with one-hand push, is handy. Adjusting the amount is very simple—push twice for small loads, six times for larger loads. Unlike gel ball detergents, Attack ZERO is unscented, allowing for the versatility of using various fabric softeners, which is a significant advantage,” says the previously mentioned Fujiwara.

While Procter & Gamble and Kao compete on convenience, Lion counters with functionality and marketing strategies.

“Lion, emphasizing its ‘NANOX one’ series, proposes to consumers different detergents based on usage scenarios, such as the ‘Odor-specific’ to suppress aging odors and the premium ‘PRO’ that tackles stubborn stains and odors. They first introduce the affordable ‘Standard’ and then appeal to consumers with the PRO, boasting professional-level cleaning power. This marketing strategy has influenced Procter & Gamble, who launched the ‘Ariel Gel Ball PRO’ in April this year. Going forward in the detergent industry, premium products like these may become a trend,” as noted by Kanzaki.

 

Gel balls, push-type, and luxury marketing—each strategy differs, but they all share the commonality of being liquid detergents. However, liquid detergents also have their weaknesses.

“When prioritizing cleaning power, powdered synthetic detergents are still the best choice. Liquid detergents are diluted with water, so they are thinner than powders and their bleaching effect tends to be weaker. Families with children in sports teams or people with outdoor jobs often choose powdered detergents because powders offer stronger cleaning power,” as mentioned by Fujiwara.

Thus, the introduced ‘Perfect Stick’ was born. Coated with a water-soluble film, it requires no measuring, and inside is the next-generation foaming powder, essentially powdered detergent. The Perfect Stick combines convenience and cleaning power, making it the darling of the “third laundry revolution.”

“The reason why the Attack series is the best-selling detergent overall is its ‘brand freshness.’ Everyday detergents need to continually introduce novelty to avoid consumer boredom. However, Kao consistently generates new products under the Attack brand, unbound by past norms. This agility in switching without being bound by past norms is why Kao reigns supreme,” as noted by the aforementioned Takai.

Who will lead the charge for the fourth revolution—Kao, P&G, or Lion? Which company will emerge victorious in the cutthroat battle for market share among these three giants, baptizing its rivals with the new era of detergents?

From the July 5 and 12, 2024 issue of FRIDAY