Nappies/Diapers/Pants in Japan

PROSPECTS

Directly targeting Chinese consumers highlights challenges at home

Demand amongst Chinese consumers, who perceive Japanese products to offer high quality, played a part in driving strong growth in nappies/diapers/pants during the review period. However, towards the end of the review period, Japanese manufacturers increasingly focused on offering made-in-Japan products in China through their own e-commerce sites on marketplaces such as T-mall.

Focus on generating value

In order to minimise the loss of business opportunities in nappies, manufacturers are seeking ways to raise unit prices. A growing focus on the pants format and premiumisation through the use of high-quality raw materials are two prominent ways in which players have sought to generate value.

Internet retailing an important distribution channel

Nappies/diapers/pants is the tissue and hygiene category with the strongest presence in internet retailing in Japan. Parents in Japan have increasingly busy lifestyles due to the combination of long working hours and childcare demands, among other things.

COMPETITIVE LANDSCAPE

Unicharm retains lead

Unicharm maintained the lead in nappies in Japan in 2018. The company has developed a successful dual brand strategy, with Mamy Poko serving budget-conscious consumers, while Moony caters to premium-orientated demand.

Pampers benefits from institutional presence

Procter & Gamble has strength in institutional channels such as hospitals. In Japan, at the time of hospital discharge, parents receive a kit containing related baby goods including nappies.

Merries the prime beneficiary of Chinese demand

Kao benefited most from the demand from Chinese tourists in 2015 and 2016. Many drugstores in Japan displayed a notice that each consumer could only purchase one bag of Merries nappies, because the demand exceeded the supply.

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