Adult Incontinence in Japan

TRENDS

Adult incontinence recorded 5% current value growth in 2016 to reach JPY196 billion. Japan is well known for its aging society. According to Euromonitor International’s Consumer data, people aged 65 years and over accounted for 27% of the total population in Japan in 2016. In this sense, it is the most elderly population in the world, creating considerable opportunities for adult incontinence.

COMPETITIVE LANDSCAPE

Unicharm retained its leading position in adult incontinence with a 51% value share in 2016, up slightly from the previous year. The company offers two adult incontinence brands: Lifree and Charm Nap. Whilst Lifree offers a wide range of products from light to medium/heavy incontinence for both male and female consumers, Charm Nap is tailored for female consumers with light incontinence. Lifree is a popular choice in medium/heavy incontinence, which accounts for more than 70% of the total retail adult incontinence market in Japan. Having a popular brand in the medium/heavy incontinence category provides Unicharm with a strong competitive edge.

PROSPECTS

Adult incontinence is expected to continue to see strong growth over the forecast period, with a constant value CAGR of 5% leading to sales of JPY248 billion in 2021. This strong performance is being supported by the growth of the senior population, with the “later-lifers” population (aged 60 and over) set to reach 44 million in 2021, accounting for 35% of the total population in Japan. The country’s population already had the highest proportion of seniors in the world in 2016, but the gap between Japan and the second most senior country is expected to widen over the forecast period. The importance of adult incontinence in the Japanese tissue and hygiene market is set to increase significantly.

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