Nappies/Diapers/Pants in Japan

PRE-COVID-19 PERFORMANCE

Manufacturers work to generate value through natural and organic products, and disposable pants

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 responded to falling volumes by working to generate value through premiumisation as the review period progressed.

Strong presence in e-commerce

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

Unicharm works to strengthen leading position, while new Chinese law hits Kao

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

2020 AND BEYOND

COVID-19 impact

While forecasts have been revised to account for the impact of the COVID-19 pandemic, sales of nappies/diapers/pants are still expected to fall by 5% in 2019 constant value terms in 2020 overall, the same as the forecast made in the 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

COVID-19 is set to have a limited impact on the nappies/diapers/pants category, with sales set to normalise quickly across categories after initial stockpiling as there is a limitation on usage opportunities. However, a fall in the number of Chinese tourists as a result of the pandemic is likely to have a negative impact, particularly on Kao’s sales, in the early part of the forecast period.

Recovery and opportunities

Although COVID-19 is expected to have a relatively minor impact on nappies/diapers/pants, it is likely to reinforce the already strong role of e-commerce in the category, as consumers increasingly appreciate the convenience and safety of purchasing products online. Moreover, the adverse economic effect of efforts to restrict the spread of the disease may encourage consumers to trade down to lower-priced products.

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