Competitive Landscape
Unicharm Corp and P&G Japan Defend Leadership as Daio Paper Corp Gains Share
Nappies/diapers/pants remains a highly concentrated market, with four manufacturers—P&G Japan GK, Unicharm Corp, Kao Corp, and Daio Paper Corp—collectively accounting for over 80% of retail value share in 2025. P&G Japan GK leads with a 27% share, followed by Unicharm Corp at 22%, Kao Corp at 17%, and Daio Paper Corp at 16%.
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Overview:
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.
The Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Japan?
- Which are the leading brands in Nappies/Diapers/Pants in Japan?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Japan - Category analysis
Key Data Insights
Premiumisation Supports Value Growth as Falling Birth Rate Curbs Demand
Premiumisation Supports Value Growth as Falling Birth Rate Curbs Demand
Clean Wellness Launches Set New Benchmarks for Skin Health
Convenience Upgrades Provide Added Overnight Protection
Brands Intensify Premium Innovation to Counter Shrinking Demand
Disposable Pants Cement Lead as Digital Channels Reshape Loyalty
Household Spending Rises as Population Contracts and Value Grows
Unicharm Corp and P&G Japan Defend Leadership as Daio Paper Corp Gains Share
Drugstores Drive Sales as Parents Seek Value and Convenience
E-Commerce Accelerates as Parents Embrace Bulk-Buying and Subscriptions
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:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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