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Inflation And Premium Launches Fuel Value Growth Despite Ageing and Population Decline
Japan’s tissue and hygiene market witnessed moderate value growth in 2025, largely driven by inflation-linked price increases, as well as rising logistics and labour costs and sustained demand for adult incontinence products. In constant terms, retail value growth declined marginally to reach JPY1,149 billion in 2025. The notable decline in the Japanese population and rising inflation were challenging factors for players. Nonetheless, market attractiveness remained high due to the premiumisation trend, ongoing upgrades in sensory features, and a robust response to the needs of an ageing demographic. While volume sales were pressured by the shrinking child population and flat demand in certain areas, the strategic focus on enhanced softness, fragrance longevity, and skin health, alongside the convenience and clean wellness trends, ensures resilient consumer willingness to pay for higher-value products.
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Overview:
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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
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.
The Tissue and Hygiene in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in Japan?
- Which are the leading brands in Tissue and Hygiene in Japan?
- How are products distributed in Tissue and Hygiene in Japan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Japan
Inflation And Premium Launches Fuel Value Growth Despite Ageing and Population Decline
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Inflation And Premium Launches Fuel Value Growth Despite Ageing and Population Decline
Chart 2 Japan’s premium hygiene products surge with upgraded softness, design, and sensory features
Adult Incontinence Brands Drive Value Sales with Premium Launches
Premiumisation Is Further Complemented by the Clean Wellness and Convenience Trends
Chart 3 Convenience-driven hygiene innovations streamline daily care and boost user ease in Japan
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Premium Innovations Drive Value as Population Shifts Reshape Demand
Adult Incontinence to Witness Fastest Value Growth
Drugstores Defend Influence as E-Commerce Subscriptions Accelerate Growth
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Unicharm Sustains Leadership through Premium Innovation and Brand Trust
Chart 8 Analyst Insight for Tissue and Hygiene
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Drugstores Drive Loyalty with Frequent Promotions and Wide Product Range
Retail E-Commerce Accelerates Due to Bulk-Purchase and Home Delivery Appeal
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Japan
Key Data Insights
Premium Solutions Expand as Care Providers Seek Efficiency
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Premium Solutions Expand as Care Providers Seek Efficiency
Unicharm Corp's New Premium Incontinence Products Capture Buyers Amid Rising Costs
Daio Paper’S New Easy-Fit Diaper Reduces Care Workload and Strengthens Its Competitive Position
Chart 20 Easy fit adult diaper aims to ease carer workload in Japan
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Labour Shortages and Ageing Population to Shape Demand for High-Value Solutions
Care Providers Accelerate Tech Adoption to Reduce Staff Burden and Justify Higher Costs
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Unicharm Corp Leverages Direct Sales and Premiumisation to Defend Leadership
Hospitals Prioritise Labour-Saving Hygiene as Care Demand Rises
Distributors and Wholesalers Outpace E-Commerce in Institutional Supply
Chart 25 Retail Channels 2020-2025
Chart 26 Economic Context for Away-From-Home Tissue and Hygiene
Chart 27 Real Gdp Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 30 Population 2020-2030
Chart 31 Consumer Expenditure 2020-2030
Chart 32 Population by Generation 2025
Retail Adult Incontinence in Japan
Key Data Insights
Unicharm and Daio Paper Drive Premiumisation and Comfort Upgrades
Chart 33 Key Industry Trends for Retail Adult Incontinence
Unicharm and Daio Paper Drive Premiumisation and Comfort Upgrades
Chart 34 Ultra thin incontinence pants redefine comfort, targeting Japan’s ageing consumer base
Daio Paper Simplifies Diaper Change to Ease Carer Workload
Chart 35 Easy fit diaper designs improve speed and simplicity of adult incontinence care
Strategic Focus on Sustainability Aims to Reduce Waste with Lightweight Redesigns
Chart 36 Value Sales 2020-2030
Chart 37 Volume Sales 2020-2030
Chart 38 Value Sales by Category 2025
Ultra-Thin Designs and Features That Support Carers Will Accelerate Value Growth
Moderate/Heavy Solutions to Outpace Light Options as Care Levels Expand
Eco-Friendly Formats and Retail E-Commerce Redefine Competitive Advantage
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Forecast Value Sales by Category 2025-2030
Unicharm Leverages Innovation and Distribution to Consolidate Leadership
Chart 41 Analyst Insight for Retail Adult Incontinence
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Drugstores Retain Shopper Loyalty as E-Commerce Gains Pace
Bulk-Buying and Delivery Convenience Fuel Online Purchases
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real Gdp Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Nappies/Diapers/Pants in Japan
Key Data Insights
Premiumisation Supports Value Growth as Falling Birth Rate Curbs Demand
Chart 52 Key Industry Trends for Nappies/Diapers/Pants
Premiumisation Supports Value Growth as Falling Birth Rate Curbs Demand
Chart 53 Major brands upgrade premium diaper lines with advanced leak guard and skin care features in 2025
Clean Wellness Launches Set New Benchmarks for Skin Health
Convenience Upgrades Provide Added Overnight Protection
Chart 54 Skin friendly, low irritant innovation increases in Japan as brands double down on Clean Wellness in
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
Brands Intensify Premium Innovation to Counter Shrinking Demand
Disposable Pants Cement Lead as Digital Channels Reshape Loyalty
Household Spending Rises as Population Contracts and Value Grows
Chart 58 Forecast Value Sales 2020-2030
Chart 59 Forecast Value Sales by Category 2025-2030
Unicharm Corp and P&G Japan Defend Leadership as Daio Paper Corp Gains Share
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Drugstores Drive Sales as Parents Seek Value and Convenience
E-Commerce Accelerates as Parents Embrace Bulk-Buying and Subscriptions
Chart 63 Retail Channels 2020-2025
Chart 64 Economic Context for Nappies/Diapers/Pants
Chart 65 Real Gdp Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Nappies/Diapers/Pants
Chart 68 Population 2020-2030
Chart 69 Consumer Expenditure 2020-2030
Chart 70 Population by Generation 2025
Menstrual Care in Japan
Key Data Insights
Premiumisation Trend Drives Value Growth with Focus on Clean Wellness, Convenience, and Inclusivity
Chart 71 Key Industry Trends for Menstrual Care
Premiumisation Trend Drives Value Growth with Focus on Clean Wellness, Convenience, and Inclusivity
Chart 72 Japan sees a surge in skin friendly menstrual care with cotton based and low irritant innovations
Towels Retain Lead as New Fit Technologies Meet Everyday Needs
Chart 73 Convenience driven menstrual care expands through portable, easy change and adaptive fit designs
Kobayashi Pharmaceutical Champions Inclusivity with Youth-Driven Design and Educational Messaging
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Slim and Ultra-Thin Towels Gain Share as Comfort Drives Design
Brands Respond to Evolving Comfort, Convenience, and Inclusivity Needs
Population Decline Heightens Urgency for Value-Driven Innovation
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Forecast Value Sales by Category 2025-2030
Unicharm Corp and Kao Corp Reinforce Dominance as Aeon’S Private Label Intensifies Competition
Chart 79 Analyst Insight for Menstrual Care
Aeon’S Private Label Intensifies Competition but Fails to Disrupt Trust-Based Loyalty
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Supermarkets and Drugstores Sustain Lead as Shoppers Prioritise Choice and Immediacy
E-Commerce Gains Ground, but In-Store Habits Limit Overall Share
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Menstrual Care
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Menstrual Care
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Wipes in Japan
Key Data Insights
Premiumisation Drives Value Growth through Innovations That Cool and Offer Comfort
Chart 90 Key Industry Trends for Wipes
Premiumisation Drives Value Growth through Innovations That Cool and Offer Comfort
Chart 91 Japan’s 2025 heatwave fuels demand for ultra portable deodorant and hygiene wipes
Players Expand Usage Occasions with Ultra-Compact Packaging Formats
Kao Corp and Mandom Corp Set New Standards for Clean Wellness and Skin Comfort
Chart 92 Japan sees surge in high value cooling deodorant wipes amid extreme heat in 2025
Chart 93 Value Sales 2020-2030
Chart 94 Value Sales by Category 2025
Mandom Corp and Daio Paper Corp Elevate Year-Round Refreshment through Innovation
Strong Growth Potential for Personal Wipes as Hygiene Solutions for Heat and Humidity
Small Packaging and Clean Wellness to Reshape Usage and Brand Strategies
Chart 95 Forecast Value Sales 2020-2030
Chart 96 Forecast Value Sales by Category 2025-2030
Kao Corp and Unicharm Corp Defend Value Share as Private Label Advances
Chart 97 Analyst Insight for Wipes
Chart 98 Company Shares 2025
Chart 99 Brand Shares 2025
Matsukiyococokara and Supermarkets Maintain Shopper Loyalty through Daily Convenience
Drugstores Drive Sales of Instant-Use Wipes as E-Commerce Expands Its Role for Replenishment
Chart 100 Retail Channels 2020-2025
Chart 101 Economic Context for Wipes
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Wipes
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Retail Tissue in Japan
Key Data Insights
Premiumisation Trend Is Pursued as Volume Sales Stagnate
Chart 108 Key Industry Trends for Retail Tissue
Premiumisation Trend Is Pursued as Volume Sales Stagnate
Chart 109 Premium tissue gain traction as brands elevate softness, scent, and design
Premium Launches by Daio Paper Corp and Oji Nepia Co Ltd Encourage Trading up
Brands Place Strong Focus on Sustainability with Reduced Plastics and Fsc-Certified Formats
Chart 110 Retail tissue brands reduce plastics, boost use of FSC-certified materials, and redesign for efficiency
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
Stable Performance as Premiumisation Trend Sustains Value Performance
Sustainability to Become a Baseline Expectation by 2030
Chart 114 Forecast Value Sales 2020-2030
Chart 115 Forecast Value Sales by Category 2025-2030
Daio Paper Corp and Nippon Paper Crecia Co Ltd Sustain Lead as Premiumisation Offsets Private Label Gains
Chart 116 Analyst Insight for Retail Tissue
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Drugstores Leverage Private Label to Reinforce Offline Dominance
Retail E-Commerce Expands Slowly as Offline Habits Persist
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Retail Tissue
Chart 121 Real Gdp Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Retail Tissue
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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 definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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