JAPAN: Household cleaners and detergents that enable quick cleaning and laundry washing are enjoying strong demand in Japan, reflecting the increase in the number of working women. Products that can disinfect and deodorize the toilet in addition to removing dirt in the kitchen simply by spraying are especially popular. These cleaners and detergents are in growing demand from double-income households with husbands and wives in both their 20s and 30s.
One best selling item at supermarkets has been Kitchen Magiclean with Deodorizer, a spray-type kitchen cleaner released in September by Kao Corp. The liquid is simply sprayed onto kitchen appliances and wiped away.