Nappies/Diapers/Pants in Japan

PROSPECTS

Leading players take offer upmarket with natural and organic products

In common with sanitary protection, nappies/diapers/pants is seeing falling birth rates lead to a contraction of its consumer base. As in the sanitary protection category, manufacturers are responding to falling volumes by working to generate value through premiumisation.

Focus on disposable pants and an increasingly segmented offer

Another way in which nappies/diapers/pants manufacturers are seeking to grow sales in the context of a declining consumer base is to extend product usage further into children’s lives through a focus on disposable pants. The growing participation of women in the paid workforce is placing increasing pressure on parents’ time and reducing opportunities for toilet training.

Strong presence in e-commerce

Nappies/diapers/pants is the tissue and hygiene category with the strongest presence in e-commerce in Japan. Parents in Japan have increasingly busy lifestyles due to a combination of long working hours and childcare demands, amongst other factors.

COMPETITIVE LANDSCAPE

Unicharm working to strengthen leading position

Unicharm maintained the lead in nappies in Japan in 2019. The company has developed a successful dual brand strategy, with Mamy Poko serving budget-conscious consumers, while Moony caters to premium-orientated demand.

New Chinese law hits Kao’s sales

A new e-commerce law passed by the Chinese Government, which came into force on 1 January 2019, has had an impact on the Japanese nappies/diapers/pants market. Japanese nappies/diapers/pants products are popular amongst Chinese consumers, amongst whom they have a reputation for high quality.

Pampers benefits from institutional presence

Procter & Gamble, the third largest player in retail nappies/diapers/pants, is also strong in institutional channels such as hospitals. In Japan, at the time of hospital discharge, parents receive a kit containing baby goods including nappies.

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