Competitive Landscape
Unicharm Corp and Kao Corp Reinforce Dominance as Aeon’S Private Label Intensifies Competition
Menstrual care in Japan is highly concentrated, with Unicharm Corp and Kao Corp together controlling 84% retail value share in 2025. Unicharm Corp's share decreased from 54% to 53%, while Kao Corp’s share increased from 30% to 31%.
Aeon’S Private Label Intensifies Competition but Fails to Disrupt Trust-Based Loyalty
Recent business developments reveal that innovation and value creation remain central to maintaining and defending market share, even as new competitors enter the landscape. Aeon’s entry with its first private label menstrual care line—featuring organic-cotton pads, thin disposable shorts, and multipacks across more than a thousand stores—has increased consumer options and price competition at the lower and mid tiers.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menstrual Care industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Menstrual Care in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Menstrual Care in Japan?
- Which are the leading brands in Menstrual Care in Japan?
- How are products distributed in Menstrual Care in Japan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Japan - Category analysis
Key Data Insights
Premiumisation Trend Drives Value Growth with Focus on Clean Wellness, Convenience, and Inclusivity
Premiumisation Trend Drives Value Growth with Focus on Clean Wellness, Convenience, and Inclusivity
Towels Retain Lead as New Fit Technologies Meet Everyday Needs
Kobayashi Pharmaceutical Champions Inclusivity with Youth-Driven Design and Educational Messaging
Slim and Ultra-Thin Towels Gain Share as Comfort Drives Design
Brands Respond to Evolving Comfort, Convenience, and Inclusivity Needs
Population Decline Heightens Urgency for Value-Driven Innovation
Unicharm Corp and Kao Corp Reinforce Dominance as Aeon’S Private Label Intensifies Competition
Aeon’S Private Label Intensifies Competition but Fails to Disrupt Trust-Based Loyalty
Supermarkets and Drugstores Sustain Lead as Shoppers Prioritise Choice and Immediacy
E-Commerce Gains Ground, but In-Store Habits Limit Overall Share
Tissue and Hygiene in Japan - Industry Overview
Inflation And Premium Launches Fuel Value Growth Despite Ageing and Population Decline
Key Data Insights
Inflation And Premium Launches Fuel Value Growth Despite Ageing and Population Decline
Adult Incontinence Brands Drive Value Sales with Premium Launches
Premiumisation Is Further Complemented by the Clean Wellness and Convenience Trends
Premium Innovations Drive Value as Population Shifts Reshape Demand
Adult Incontinence to Witness Fastest Value Growth
Drugstores Defend Influence as E-Commerce Subscriptions Accelerate Growth
Unicharm Sustains Leadership through Premium Innovation and Brand Trust
Drugstores Drive Loyalty with Frequent Promotions and Wide Product Range
Retail E-Commerce Accelerates Due to Bulk-Purchase and Home Delivery Appeal
Country Reports Disclaimer
The following categories and subcategories are included:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Menstrual Care research and analysis database.
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