Economy
Washlets in Japan cost from US$200, with the majority priced around US$500 for washlet upgrades for existing Western-style toilets. Top-of-the-range washlets, including the ceramic bowl, can easily cost up to US$5,000.
Toto Ltd. is the largest producer of toilets, including washlets, worldwide. Washlets and other toilet related products are also produced by Inax, NAIS, and Panasonic.
The total market worldwide for high-tech toilets was about US$800 million in 1997. The largest producer is Toto, with 65% of the market share, while the second largest is Inax at 25%. The main market for washlets is still in Japan, and TOTO reports that overseas sales account for just 5% of its revenue. The primary foreign market is China, where Toto sells over one million washlets each year. In the U.S. for example, sales are well below Japanese levels, even though sales improved from 600 units per month in 2001 to 1,000 units per month in 2003. In Europe, Toto sells only 5,000 washlets annually. While most Europeans would probably regard Japanese washlets as quite a curiosity, the number of such toilets being installed in Europe is on the rise. This is mainly for the special purpose of toilets for the handicapped. Depending on the type of disability, handicapped persons may have difficulties reaching the anus region in order to clean themselves after toilet use. Hence, the introduction of toilets with a water jet cleaner and blow dryer allows such persons to clean themselves without assistance.
There are a number of reasons for low sales outside Japan. One main reason is that it takes some time for the customers to get used to the idea of a washlet. Sales in Japan were also slow when the device was introduced in 1980, but after some acclimatization, sales improved significantly starting in 1985. Around 1990, 10% of Japanese households had a washlet, and this number increased greatly to over 50% in 2002. Toto expects a corresponding improvement in foreign sales within the next few years. Another reason is the lack of a power supply near the toilet. While virtually all Japanese washrooms have an electric outlet behind the toilet, many foreign bathrooms do not have a nearby outlet. In Australia, New Zealand, Ireland, the UK, and many other countries, high current electrical outlets installed in close proximity to water, or where persons may be wet, are prohibited by legally enforced codes due to health and safety reasons. Finally, in Europe, there is the competition of the traditional Western bidet; conversely, North Americans are not accustomed to any sort of bidet.
Read more about this topic: Toilets In Japan
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