||Objective of Introducing the New Product
Lion released Magica dishwashing detergent in January 2015. Thanks to the product’s excellent detergency, which makes grease slide off dishes like water, 2015 sales of Magica reached 129%1 of sales of similar products in the previous year (based on total sales for January through December 2015). Stimulated by the release of Magica, the dishwashing detergent market as whole also grew 5%1 year on year (based on total sales for January through December 2015).
In recent years, approximately six in ten consumers have expressed a preference for antibacterial dishwashing detergents with many seeking detergents that offer antibacterial effects strong enough to kill germs clinging to items like cutting boards and dishcloths. To meet this demand, Lion is now releasing new Magica Antibacterial + (“Plus”) with heightened antibacterial power that eliminates germs from not only sponges but also such items as cutting boards and dishcloths.
At the same time, approximately 15% of consumers actively seek out dishwashing detergents that present no detectable fragrance (2015 Lion survey). To meet this demand for reduced-fragrance and odor products, Lion has developed the market’s only unscented detergent formula.2 This new product, Magica Unscented, is now being released.
The Magica product lineup uses nano-cleansing technology to make stubborn grease slide like water off dishes. By adding two new products with features that meet additional consumer needs to the lineup, Lion is helping consumers achieve even quicker, more effective cleanup.
1. INTAGE Inc. SRI survey data. Dishwashing detergent market sales: January through December 2015 totals. (Comparison of Magica sales with total January through December 2014 sales of Lion’s Awa no Chikara (Power of Suds) detergent.)
2. Results of survey looking for dishwashing detergents marketed as unscented (having little detectable scent or odor) that had annual sales of at least ¥10 million. (Lion survey based on INTAGE Inc. SRI survey data for December 2014 through November 2015, private brands not included.)