Sanitary protection is an essential product for women, but the impact of COVID-19 still influenced purchasing decisions and frequency of usage. In response to COVID-19 most businesses made efforts to support home working while the authorities encouraged consumers to avoid unnecessary trips outside the home.
Leading players including Unicharm and Kao continued to communicate about menstruation as they looked to remove taboos and educate consumers about sanitary protection. For example, Unicharm entered the second year of its #NoBagForMe project in 2020 which aims to help people from all demographics understand more about menstruation and to educate them about the benefits of various sanitary protection products.
Unicharm remained dominant in sanitary protection in 2020. Unicharm is the only company with a product range spanning every sanitary protection category, which helped it to ensure shelf space and raise brand-awareness and loyalty.
COVID-19 forced many businesses and employees to change their working practices, but having seen the benefits of telecommuting, this may become a more permanent fixture for some consumers over the forecast period. This could undermine the recovery of sanitary protection with women likely to be less concerned about what product or brand they use if they remain at home.
Sanitary protection is expected to continue suffering from a contraction of the consumer base due to the decline in the population of females aged 12-54-years, resulting from falling birth rates. Pantyliners is the only sanitary protection category expected to avoid a decline in volume sales over the forecast period, with low consumer awareness of these products providing room for growth.
With growing concerns over the environment there are a growing range of options to traditional sanitary protection which could have an impact on demand for traditional products such as towels and tampons. For example, absorbent underwear such as Thinx and Nagi is increasing its presence in Japan and it is expected to continue growing over the forecast period.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 Sanitary Protection 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 report originates from Passport, our Sanitary Protection research and analysis database.
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