Fabric Care Business

Along with the shrinkage in the market for powdered laundry detergents, sales of laundry detergents were level with the previous year, but sales of fabric softeners with fragrances and deodorants were favorable. As a result, sales of this business rose over the previous year.

Key Products Contributing to Performance in 2014

Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural

Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma NaturalKaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural
Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma NaturalKaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural

The fabric softener market continued to expand, rising 6%*1 over the previous year during the fiscal term under review. Within this market, sales of softeners*2, featuring long-lasting fragrances as well as fragrances and deodorizing properties, are on an expansionary trend. Surveys of users of these fragrant and deodorizing softeners indicate that they place equal emphasis on the fragrance and deodorant features of these products*2. Lion's Kaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Natural has two lines, that allows users to enjoy with natural aromas, and that offers a powerful deodorizer for clothing and other articles. This brand has been favorably received by consumers since its launching in September 2013, and the value of sales of this brand rose 27%*3 over the previous year during the fiscal year under review. With this growth, which exceeded the rate of growth of the overall market, the brand became a market driver.

*1 INTAGE Inc. SRI survey of the fabric softener market. Accumulated sales amount from January through December 2014, compared with the previous year

*2 According to Lion's classification

*3 According to Lion research

Strategy in Fiscal 2015

TOP NANOXKaori to Deodorant no SOFLAN (SOFLAN with Fragrance and Deodorant) Aroma Rich

In the laundry detergent market, sales of super-concentrated liquid detergents are growing 7%*4 annually, and the fabric softener market is expanding by rising sales of softeners featuring long-lasting fragrances and fragrance and deodorizing properties. In fiscal 2015, Lion will continue to invest in the marketing of these fabric care products and will aim for the No. 1 position in this product category by growing faster than the market.

*4 INTAGE Inc. SRI survey of the laundry detergent market, super-concentrated liquid detergents (as defined by Lion). Accumulated sales amount from January through December 2014, compared with the previous year