During 2015, Lion aimed at recovering its market position in dishwashing detergents and revitalizing the market.
The market for dishwashing detergents continued to be stagnant, but Lion focused on the market need for “even quicker, more effective cleanup,” and newly launched CHARMY Magica (hereinafter, Magica), which makes grease slide off dishes like water and gives users the feeling of a high level of detergency power. The quality of Magica is receiving the support of consumers, and, as a result, repeat purchase ratios of this product are higher than for previous products, and sales of refills increased, bringing sales growth of 29%*1 over the previous year. As a consequence of the launching of Magica, the market for dishwashing detergents has been revitalized, with overall market sales growth of 5%*2.
*1 INTAGE Inc., SRI survey of the dishwashing detergents market. Accumulated sales from January to December 2015. Comparison with Lion’s Awa no Chikara (Power of Suds) detergent, accumulated from January to December 2014.
*2 INTAGE Inc., SRI survey of the dishwashing detergents market. Accumulated sales from January to December 2015