Executive Summary

Apr 2019
PROSPECTS
Pantyliners the exception in terms of decline

The decline in the female population aged between 12 and 54 due to falling birth rates is directly impacting volume sales of sanitary protection in Japan. Pantyliners is the only category expected to avoid volume decline over the forecast period, as low consumer awareness of these products provides room for growth.

Losing out to light incontinence products

Increasing consumer awareness of light incontinence products and a related reduction in the stigma associated with them are also playing a part in the decline in overall sanitary protection. Some female consumers used to use sanitary protection to deal with incontinence because of a lack of awareness of light incontinence products or embarrassment about purchasing them.

Growing focus on added-value

In response to the contraction of the consumer base, manufacturers are placing a growing focus on generating value through the development of products with added-value features. Softness, comfort and discretion are amongst the key features with which manufacturers are looking to generate added-value, with developing products for specific usage occasions and types of clothing also becoming more common.

COMPETITIVE LANDSCAPE
Unicharm dominates

Unicharm remained the dominant player in sanitary protection in Japan in 2018. The market leader is the only company with a product range spanning every sanitary protection category, which helps it ensure shelf space and raise brand-awareness and loyalty.

Procter & Gamble removes Whisper from the market

Procter & Gamble Japan terminated sales of Whisper in 2018, which led to changes in brand rankings, especially in towels. Following its launch in 1986, Whisper quickly became one of the best-known sanitary protection brands in Japan.

Little room for private label development

Consumers are strongly focused on quality in sanitary protection, with a relatively minor emphasis on price. As a result, the private label segment remains a negligible presence in the category.

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Sanitary Protection in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection 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 Sanitary Protection in Japan?
  • What are the major brands in Japan?
  • What are the key new product launches in the sanitary protection market?

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.

Sanitary Protection in Japan - Category analysis

HEADLINES

PROSPECTS

Pantyliners the exception in terms of decline
Losing out to light incontinence products
Growing focus on added-value

COMPETITIVE LANDSCAPE

Unicharm dominates
Procter & Gamble removes Whisper from the market
Little room for private label development

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 5 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 6 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 7 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 8 Forecast Retail Sales of Sanitary Protection 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 9 Birth Rates 2013-2018
Table 10 Infant Population 2013-2018
Table 11 Female Population by Age 2013-2018
Table 12 Total Population by Age 2013-2018
Table 13 Households 2013-2018
Table 14 Forecast Infant Population 2018-2023
Table 15 Forecast Female Population by Age 2018-2023
Table 16 Forecast Total Population by Age 2018-2023
Table 17 Forecast Households 2018-2023

MARKET DATA

Table 18 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 19 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 21 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 22 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 24 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 26 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources