There has been increasing evidence of premiumisation within nappies/diapers/pants in Japan for a number of years, with Pampers Hajimeteno Hadaheno Ichiban by Procter & Gamble, Natural Moony by Unicharm and Merries First Premium by Kao all considered premium products. These lines all claim superior quality of materials that are soft and gentle on a baby’s skin.
In a shrinking market, players are having to consider expanding their offer as they identify ways of remaining relevant. For instance, Unicharm launched its nappy/diaper Tebura Toen subscription service in 2019 by collaborating with Babyjob.
Retail e-commerce had the highest penetration of nappies/diapers/pants within retail tissue and hygiene in Japan in 2022, with the channel gaining further value share. It is challenging and time consuming for busy parents to carry large packs of nappies/diapers/pants back home from a store, and therefore retail e-commerce offers greater convenience in terms of home delivery, with many parents often making the purchase via their smartphones.
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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.
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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.
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