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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Japan

Mar 2020

US$2,650

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Executive Summary

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Japan’s changing demographic profile presenting major challenges

A highly developed market with falling birth rates and a median age rapidly approaching 50, Japan is seeing demographic trends exert a marked influence on the development of tissue and hygiene. Nappies/diapers/pants witnessed a dramatic decline in both volumes and value in 2019, while sanitary protection also saw sales fall.

Premiumisation a prominent feature of the market in 2019

The Japanese tissue and hygiene market saw notable movement towards premiumisation in 2019, as manufacturers sought to generate value in the context of unfavourable demographic developments across a number of categories. The trend was particularly prominent in nappies/diapers/pants and sanitary protection, with manufacturers introducing high-value products such as nappies and towels targeting the natural trend by using organic cotton and no fragrances.

Leading players look to build on brand strength to meet market challenges

Domestic companies, including Unicharm, Daio Paper and Kao, dominate the Japanese tissue and hygiene market, with Japanese consumers showing a strong preference for domestic brands and products “Made in Japan”. Moreover, the strength of the leading brands provides a solid foundation from which to pursue the strategies of value-adding innovation that are becoming increasingly important in companies’ efforts to address the challenges posed by a mature market with a contracting consumer base.

Health and beauty specialist retailers remains the largest distribution channel, but e-commerce gaining share

Health and beauty specialist retailers remained the largest distribution channel for retail tissue and hygiene in 2019, followed by supermarkets. However, e-commerce continued to gain share during the final year of the review period.

Demographic developments shaping long-term trends, while coronavirus has an immediate impact

Given the maturity of several key categories, the decline in the Japanese population is set to act as a significant constraint on the development of retail tissue and hygiene during the forecast period. The impact of falling birth rates is set to be particularly marked in nappies/diapers/pants and sanitary protection, which are seeing the ageing of the population result in a significant contraction of their core consumer bases.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Japan for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Japan?
What are the major brands in Japan?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

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Tissue and Hygiene in Japan

EXECUTIVE SUMMARY

Japan’s changing demographic profile presenting major challenges

Premiumisation a prominent feature of the market in 2019

Leading players look to build on brand strength to meet market challenges

Health and beauty specialist retailers remains the largest distribution channel, but e-commerce gaining share

Demographic developments shaping long-term trends, while coronavirus has an immediate impact

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Sanitary Protection in Japan

HEADLINES

PROSPECTS

Growing emphasis on discretion and comfort boosts pantyliners and slim/thin/ultra-thin towels

Manufacturers look to generate value through premiumisation

An increasingly segmented offer

COMPETITIVE LANDSCAPE

Unicharm aims to reduce embarrassment around menstruation

Daio Paper Corp targets online demand

Kobayashi benefits from focus on expanding category

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 Retail Sales of Towels by Type of Use: % Value 2014-2019
Table 23 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 24 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 25 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 26 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Japan

HEADLINES

PROSPECTS

Leading players take offer upmarket with natural and organic products

Focus on disposable pants and an increasingly segmented offer

Strong presence in e-commerce

COMPETITIVE LANDSCAPE

Unicharm working to strengthen leading position

New Chinese law hits Kao’s sales

Pampers benefits from institutional presence

CATEGORY DATA

Table 27 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 28 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 30 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 32 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Japan

HEADLINES

PROSPECTS

Ageing population supports strong growth in demand

Encouraging shift from sanitary protection to adult incontinence

Rising demand amongst men, but obstacles to overcome

COMPETITIVE LANDSCAPE

Dominant Unicharm experimenting with recycled product

Procter & Gamble moves into adult incontinence

Significant barriers to private label development

CATEGORY DATA

Table 33 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 34 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 36 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 37 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 38 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Japan

HEADLINES

PROSPECTS

Baby wipes suffering from falling birth rates

Deodorant wipes hit by cool summer

Hygiene and convenience supporting demand in general purpose wipes

COMPETITIVE LANDSCAPE

Kao Corp holds strong positions in both home care and floor cleaning systems, and personal wipes

Unicharm remains the largest player in personal wipes

Private label has a relatively strong presence in wipes

CATEGORY DATA

Table 39 Retail Sales of Wipes by Category: Value 2014-2019
Table 40 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 42 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 43 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 44 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Japan

HEADLINES

PROSPECTS

Boxed facial tissues sees significant rise in unit prices in 2019

Demand for compressed toilet rolls highlights trends amongst consumers and manufacturers

Polarised demand in facial tissues

COMPETITIVE LANDSCAPE

Leaders benefit from consumer preference for domestic brands

Universal sees share growth turn to decline for first time in review period

Strong presence for private label

CATEGORY DATA

Table 45 Retail Sales of Tissue by Category: Value 2014-2019
Table 46 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 48 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 49 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 50 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Japan

HEADLINES

PROSPECTS

Coronavirus undermining ambitious plans to increase inbound tourism

Demographic trends bolstering demand for AFH adult incontinence, but distribution is complicated

Labour shortage could undermine potential for growth in AFH adult incontinence

COMPETITIVE LANDSCAPE

Cost-sensitivity supports strong presence of smaller brands in AFH adult incontinence

CATEGORY DATA

Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 52 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 53 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 54 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 57 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 59 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 61 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

Japan’s changing demographic profile presenting major challenges

Premiumisation a prominent feature of the market in 2019

Leading players look to build on brand strength to meet market challenges

Health and beauty specialist retailers remains the largest distribution channel, but e-commerce gaining share

Demographic developments shaping long-term trends, while coronavirus has an immediate impact

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Japan

EXECUTIVE SUMMARY

Japan’s changing demographic profile presenting major challenges

Premiumisation a prominent feature of the market in 2019

Leading players look to build on brand strength to meet market challenges

Health and beauty specialist retailers remains the largest distribution channel, but e-commerce gaining share

Demographic developments shaping long-term trends, while coronavirus has an immediate impact

MARKET INDICATORS

MARKET DATA

SOURCES

Sanitary Protection in Japan

HEADLINES

PROSPECTS

Growing emphasis on discretion and comfort boosts pantyliners and slim/thin/ultra-thin towels

Manufacturers look to generate value through premiumisation

An increasingly segmented offer

COMPETITIVE LANDSCAPE

Unicharm aims to reduce embarrassment around menstruation

Daio Paper Corp targets online demand

Kobayashi benefits from focus on expanding category

CATEGORY DATA

Nappies/Diapers/Pants in Japan

HEADLINES

PROSPECTS

Leading players take offer upmarket with natural and organic products

Focus on disposable pants and an increasingly segmented offer

Strong presence in e-commerce

COMPETITIVE LANDSCAPE

Unicharm working to strengthen leading position

New Chinese law hits Kao’s sales

Pampers benefits from institutional presence

CATEGORY DATA

Retail Adult Incontinence in Japan

HEADLINES

PROSPECTS

Ageing population supports strong growth in demand

Encouraging shift from sanitary protection to adult incontinence

Rising demand amongst men, but obstacles to overcome

COMPETITIVE LANDSCAPE

Dominant Unicharm experimenting with recycled product

Procter & Gamble moves into adult incontinence

Significant barriers to private label development

CATEGORY DATA

Wipes in Japan

HEADLINES

PROSPECTS

Baby wipes suffering from falling birth rates

Deodorant wipes hit by cool summer

Hygiene and convenience supporting demand in general purpose wipes

COMPETITIVE LANDSCAPE

Kao Corp holds strong positions in both home care and floor cleaning systems, and personal wipes

Unicharm remains the largest player in personal wipes

Private label has a relatively strong presence in wipes

CATEGORY DATA

Retail Tissue in Japan

HEADLINES

PROSPECTS

Boxed facial tissues sees significant rise in unit prices in 2019

Demand for compressed toilet rolls highlights trends amongst consumers and manufacturers

Polarised demand in facial tissues

COMPETITIVE LANDSCAPE

Leaders benefit from consumer preference for domestic brands

Universal sees share growth turn to decline for first time in review period