In fiscal 2015, Lion continued to invest in the marketing of super-concentrated liquid laundry detergents and fabric softeners with long-lasting fragrances as well as those with fragrances and deodorants, which are on an expansionary trend, and worked to attain growth that exceeded the rate of expansion of the market.
The fabric softener market as a whole continued to expand, rising 4%*1 over the previous year during the fiscal year under review. Within this market, sales of softeners with long-lasting fragrances*2 that are emitted distinctly as long as the apparel is worn are expanding, and showed year-on-year growth of 6%. Since many users of softeners with long-lasting fragrances add softeners each time they wash their clothes and use two or more types of softeners, per capita purchases are rising. As a result, the market for softeners with long-lasting fragrances is forecast to expand.
Responding to user needs, Lion introduced an improved version of SOFLAN Aroma Rich in October 2015 with a selection of new fragrances. Sales of this brand expanded 16%*1 over the previous year, substantially higher than growth in the overall market, thus becoming a market driver.
*1 INTAGE Inc., SRI survey of the fabric softener market. Accumulated sales amount from January through December 2015, compared with the previous year.
*2 Softeners with long-lasting fragrances is according to Lion’s classification, SOFLAN Aroma Rich, etc.