Executive Summary

Apr 2019
PROSPECTS
Healthy growth for retail adult incontinence over the forecast period

Japan has the oldest population in the world, with a median age of 47.8 in 2018, and is continuing to age as a result of a falling birth rate and increasing longevity.

Consumer education encourages early swap from sanitary protection to light adult incontinence

Manufacturers have put significant effort into educating female consumers to use light adult incontinence instead of sanitary protection for the problem of incontinence, leading to a rise in the number of women using adult incontinence products. Major manufacturers, Unicharm and Kao, target such consumers with the Charm Nap and Laurier brands, respectively.

Adult incontinence enjoys increasing sales through e-commerce

Adult incontinence is the second largest retail tissue and hygiene category in terms of sales through e-commerce, behind nappies/diapers/pants. Sales of nappies/diapers/pants are supported by the volumes required and the regularity of demand.

COMPETITIVE LANDSCAPE
Unicharm strengthens dominant position

Unicharm increased its share of adult incontinence value sales over the review period, bolstering an already dominant position. The company’s portfolio includes both the well-known Lifree brand in moderate/heavy adult incontinence products and Charm Nap in light adult incontinence.

Sales concentrating amongst leading players

The top three players in adult incontinence, Unicharm, Daio Paper and Kao, all increased their share of category value both in 2018 and over the review period as a whole. This process of consolidation is being driven by a number of factors.

Significant barriers to private label development

As in other areas of retail hygiene, the private label segment has failed to establish a significant presence in adult incontinence. Japanese consumers value qualities such as comfort, absorbency, efficacy and discretion in adult incontinence, reducing the intensity of pricing competition and undermining a key strength of private label products.

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Retail Adult Incontinence in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in Japan?
  • What are the major brands in Japan?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why 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 industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Adult Incontinence in Japan - Category analysis

HEADLINES

PROSPECTS

Healthy growth for retail adult incontinence over the forecast period
Consumer education encourages early swap from sanitary protection to light adult incontinence
Adult incontinence enjoys increasing sales through e-commerce

COMPETITIVE LANDSCAPE

Unicharm strengthens dominant position
Sales concentrating amongst leading players
Significant barriers to private label development

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in Japan - Industry Overview

EXECUTIVE SUMMARY

Demographic developments significantly changing market environment
Government response to demographic and economic challenges affecting demand
Leading players gain share
Internet retailing growing strongly
Significant constraints on growth in forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources