Hi all! This is Emma from Nikkei Asia’s audience engagement team. Is anyone here from the U.S.? I thought you might be interested to know about Toto’s push into the U.S. market.
Here’s an excerpt:
*Japanese toilet maker Toto aims to double U.S. sales of its Washlet bidet seats and toilets by volume by fiscal 2026, shifting its focus to the market as a protracted property slump saps demand in China.*
*Toto is positioning North America as a “growth” market under its three-year plan, in contrast to “base” markets like China and Japan. It is looking to make capital investments of 20 billion yen ($128 million) or more in North America and the rest of Asia.*
*The company sees the U.S. and China each making up 36% of overseas revenue by fiscal 2026. But based on its target to boost U.S. sales by 19% per year, revenue from the market is expected to reach 99 billion yen that year, topping the estimate for China of roughly 97 billion yen.*
*Toto expects the U.S. and China to account for 34% and 24% of overseas operating profit in fiscal 2026, respectively.*
*The push into the U.S. comes amid a growing interest in bidets there, initially sparked by a shortage of toilet paper during the early days of COVID-19. Many U.S. consumers bought bidets as gifts that holiday season, according to Toto, which has also been working to bring its products to luxury hotels in the country.*
*”Washlets have enjoyed explosive growth in the U.S. since the beginning of the coronavirus pandemic,” Executive Vice President Satoshi Shirakawa said during an earnings briefing in April. Toto said its U.S. revenue reached 58.9 billion yen in fiscal 2023, and that unit sales there had tripled in five years.*
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Hi all! This is Emma from Nikkei Asia’s audience engagement team. Is anyone here from the U.S.? I thought you might be interested to know about Toto’s push into the U.S. market.
Here’s an excerpt:
*Japanese toilet maker Toto aims to double U.S. sales of its Washlet bidet seats and toilets by volume by fiscal 2026, shifting its focus to the market as a protracted property slump saps demand in China.*
*Toto is positioning North America as a “growth” market under its three-year plan, in contrast to “base” markets like China and Japan. It is looking to make capital investments of 20 billion yen ($128 million) or more in North America and the rest of Asia.*
*The company sees the U.S. and China each making up 36% of overseas revenue by fiscal 2026. But based on its target to boost U.S. sales by 19% per year, revenue from the market is expected to reach 99 billion yen that year, topping the estimate for China of roughly 97 billion yen.*
*Toto expects the U.S. and China to account for 34% and 24% of overseas operating profit in fiscal 2026, respectively.*
*The push into the U.S. comes amid a growing interest in bidets there, initially sparked by a shortage of toilet paper during the early days of COVID-19. Many U.S. consumers bought bidets as gifts that holiday season, according to Toto, which has also been working to bring its products to luxury hotels in the country.*
*”Washlets have enjoyed explosive growth in the U.S. since the beginning of the coronavirus pandemic,” Executive Vice President Satoshi Shirakawa said during an earnings briefing in April. Toto said its U.S. revenue reached 58.9 billion yen in fiscal 2023, and that unit sales there had tripled in five years.*
Great news!