Kao Corp in Tissue and Hygiene

Company Profile

About This Report

Oct 2018

Faced with demographic challenges in its home market of Japan, Kao has had to look abroad to secure growth. This report covers the company’s strategy for growth in China, where its Merries brand of nappies/diapers has enjoyed rapid expansion, as well as other markets in Asia Pacific. Furthermore, the report analyses the company’s strategies in its other product categories, both in Japan and beyond, such as fast-growing adult incontinence and the segmented wipes category.

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Kao Corp in Tissue and Hygiene

Euromonitor International's report on Kao Corp delivers a detailed strategic analysis of the company's business, examining its performance in the Tissue and Hygiene market and the global economy.

Company and market share data provide a detailed look at the financial position of Kao Corp, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Kao Corp.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Kao Corp provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Tissue and Hygiene research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Key company facts
Financial performance in 2017
Consumer products sees growth in Asia in 2017
Growth in retail hygiene outpaces Kao’s other consumer products
Financial performance in H1 2018
SWOT: Kao Corp
Strategic challenges and objectives

Competitive Positioning

The competition slows down Kao’s growth
Emerging market expansion underpins the strongest performances
The “big two” suffer share erosion
Head-to-head with Unicharm

Market Assessment

Expanding beyond Japan
A strengthening presence in growth markets
Growth potential in key categories

Market and Category Assessment

Initial strong growth rates begin to slow in China
Indonesia is the focus for the latest stage of expansion
Limited domestic prospects in sanitary protection
Strengthening position in China
Opportunities in the wider region
The competition is intensifying in adult incontinence
Potential for expansion in adult incontinence
Quickle offers the strongest growth prospects in wipes
Baby wipes could fit a middle class-focused strategy

Brand Strategy

Emotional affinity underpins brand segmentation
Merries is in good shape
International expansion is driving growth for Laurier


Focus on innovation through investment in research & technology


Face domestic challenges and leverage domestic strengths

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models