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Tissue and Hygiene in
Japan

Country Report

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Executive Summary

Apr 2019
Demographic developments significantly changing market environment

The character of the Japanese tissue and hygiene market is being heavily impacted by demographic developments. A falling birth rate and a rapidly ageing population are leading to a contracting consumer base in nappies/diapers/pants and sanitary protection, while significantly bolstering demand in adult incontinence.

Government response to demographic and economic challenges affecting demand

Increasing female participation in paid employment, promoted by government policies to deal with labour shortages and stimulate economic growth, is changing women’s lifestyles and increasing their purchasing power. As a result, there are opportunities for the development of higher-value products that provide convenience and/or discretion across a wide range of categories, including sanitary protection, personal wipes and nappies/diapers/pants.

Leading players gain share

The Japanese retail tissue and hygiene market saw a continued trend of consolidation in the final year of the review period, as the top three players, Unicharm, Kao and Daio Paper, all made share gains. The limitations on volume growth resulting from population decline are encouraging these players to place a growing emphasis on value-adding innovation targeting evolving demand trends.

Internet retailing growing strongly

Health and beauty specialists remained the largest distribution channel for retail tissue and hygiene in 2018. While the channel saw a slight erosion of its share of value sales over the review period, it benefited from an upmarket shift in demand across several categories, as it offers a broad choice of brands and products.

Significant constraints on growth in forecast period

Unfavourable demographic developments are militating against volume growth in most categories of tissue and hygiene during the forecast period. Nappies/diapers/pants and sanitary protection are both set to see retail volumes fall significantly as a result of contracting consumer bases.

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Tissue and Hygiene in Japan

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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.

Tissue and Hygiene in Japan

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Japan

HEADLINES

PROSPECTS

Ageing population driving growth in AFH adult incontinence
Labour shortage could impact institutional adult incontinence demand
Increase in inbound tourism boosting sales

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Japan

HEADLINES

PROSPECTS

Directly targeting Chinese consumers highlights challenges at home
Focus on generating value
Internet retailing an important distribution channel

COMPETITIVE LANDSCAPE

Unicharm retains lead
Pampers benefits from institutional presence
Merries the prime beneficiary of Chinese demand

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Japan

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 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Japan

HEADLINES

PROSPECTS

Growing focus on compressed toilet rolls
Polarised demand in facial tissues
Convenience playing growing role in purchasing decisions and distribution

COMPETITIVE LANDSCAPE

Daio Paper maintains lead after key acquisition
Universal Paper eyeing the premium segment
Growing focus on private label

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Japan

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 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 52 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 53 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 54 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 55 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Japan

HEADLINES

PROSPECTS

Demographic developments having significant impact
Hygiene and convenience supporting general purpose wipes growth
Rise in women in the workforce boosts cosmetic wipes

COMPETITIVE LANDSCAPE

Kao dominates home care wipes and floor cleaning systems
Unicharm leads personal wipes
Relatively strong private label presence

CATEGORY DATA

Table 56 Retail Sales of Wipes by Category: Value 2013-2018
Table 57 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 58 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 59 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 60 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 61 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023