2022 was the beginning of the recovery from the impact of the pandemic in Japan. While 2020 and 2021 experienced long periods of soft lockdowns – a state of emergency and quasi-state of emergency – these harsh restrictions ended in April in 2022 across the country.
Inflation had a significant impact on tissue and hygiene in 2022, resulting in higher prices to end consumers. The war in Ukraine was a particularly strong factor in this, as the raw price of pulp, fossil fuels and transportation rose dramatically.
Unicharm retained its convincing leadership of retail hygiene in 2022 in value sales terms, where it leads product development, social messaging and sustainability. The player has a strong presence in nappies/diapers/pants, sanitary protection and retail adult incontinence, where its offers its brands Moony, Sofy, Center-In and Lifree, respectively.
Health and beauty specialists, especially drugstores in Japan, continued to dominate value sales of retail tissue and hygiene in Japan in 2022. With prices often more competitive than offered by retail e-commerce and the convenient geographical location of these stores, including both rural and urban areas, retail offline outlets such as drugstores will likely continue to lead sales over the forecast period.
As inflation is expected to remain elevated in Japan heading into the forecast period, and thus continue to impact consumers’ household budgets, it will become increasingly difficult for certain brands to attract consumers. Although many local consumers understand the need to increase prices due to a rise in manufacturing costs amongst other factors, it is challenging for many, as their disposable incomes have not increased as much as consumer goods and infrastructure costs.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Tissue and Hygiene 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.
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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