Nappies/diapers/pants has struggled to find meaningful growth in Japan over the review period, with demand already declining prior to the pandemic. One major factor is that the birth rate in the country is decreasing.
While it is easy to understand the drop in demand for new born nappies/diapers given the declining birth rate in Japan, standard and junior formats also continued to struggle at the end of the review period, with both recording double-digit volume declines in 2020/2021. One of the reasons is an earlier shift towards using disposable pants, as these are easier and quicker to change compared to standard nappies/diapers using the tape fastening.
Nappies/diapers/pants has long been occupied by three major players: Unicharm, Kao and Procter & Gamble Japan KK. The overall leadership of Unicharm is supported by its two brands, Moony, which has a mid- to high-end positioning, including the premium brand Natural Moony, and Mamypoko, which offers a more affordable price range.
Kao announced in March 2022 that it intends to increase the shipping price of its nappies/diapers/pants under its Merries brand from April. In a press release, the company revealed that the shipping price will see an approximate 10% rise from the previous level, although the final retail price has not been set and can vary depending on the retailer.
There is increasing evidence of premiumisation within nappies/diapers/pants in Japan, with Pampers Hajimeteno Hadaheno Ichiban by Procter & Gamble, Natural Moony by Unicharm and Merries First Premium by Kao all perceived to be premium products. They all claim superior quality of materials that are soft and gentle on a baby’s skin.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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.
This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!