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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Japan

Apr 2021

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Executive Summary

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COVID-19 impact on tissue and hygiene

Overall, tissue and hygiene witnessed slower growth in current value terms in 2020, although this does not tell the full story. Following the outbreak of COVID-19 there was a sharp shift to home seclusion as consumers looked to protect themselves against the spread of the virus.

COVID-19 country impact

Due to the outbreak of COVID-19, a state of emergency was imposed in seven major Japanese prefectures from 6 April 2020, and all 47 prefectures from 16 April. People were encouraged to stay home, avoid group events, avoid stockpiling and to wash their hands, with no penalties or mandatory requirements.

Company response

The competitive landscape remained relatively stable overall with domestic manufacturers continuing to dominate the field. Nevertheless, individual performances largely reflected the impact of COVID-19 on the various categories of tissue and hygiene.

Retailing shift

In the early stages of the COVID-19 pandemic there were widespread supply shortages seen for some products with some retailers having to employ purchasing limits on products such as toilet paper. These supply shortages were not limited to store-based retailers either, with e-commerce stores also reporting shortages.

What next for tissue and hygiene?

Japan began the process of rolling out its COVID-19 vaccination programme in 2021 with the hope being the country can begin to return to relative normality by the end of the year. As consumers begin to resurface from their homes this is likely to have a significant impact on sales of retail tissue and hygiene.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Japan

KEY DATA FINDINGS

2020 IMPACT

Consumers reduce their consumption due to home seclusion while panic buying drives shift to cheaper brands

Unicharm continues to run its #NoBagForMe campaign

Unicharm retains dominance despite a difficult year

RECOVERY AND OPPORTUNITIES

Switch to telecommuting and economic pressures could put the brakes on value growth

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

Reusable sanitary products set to gain a wider audience

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Japan

KEY DATA FINDINGS

2020 IMPACT

Loss of Chinese tourists puts a dent in sales

Declining birth rate continues to hinder the development of nappies/diapers/pants

Players look to add value in response to shrinking consumer base

RECOVERY AND OPPORTUNITIES

Japan looks to address falling birth rate with new proposals and investments

Recovery of sales to Chinese visitors seems unlikely

Premiumisation and disposable pants the two areas to watch heading into the forecast period

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on demand

Light adult incontinence benefiting from improving image, but hurdles remain

Unicharm benefits from trusted products while e-commerce wins further share

RECOVERY AND OPPORTUNITIES

Retail adult incontinence set for bright future as Japan’s elderly population continues to grow

Further work needed to encourage men to start using retail adult incontinence

Importance of brand loyalty and trust should cement Unicharm’s lead

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Japan

KEY DATA FINDINGS

2020 IMPACT

Fears over the spread of COVID-19 spark increased demand for wipes

Home seclusion negatively impacts demand for cosmetic and intimate wipes

Kao retains the lead but loses share due to strong focus on general purpose wipes

RECOVERY AND OPPORTUNITIES

Hygiene concerns expected to continue influencing the market

Shrinking consumer base expected to undermine demand for baby wipes

Cosmetic wipes set for short-term recovery but challenges remain

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Japan

KEY DATA FINDINGS

2020 IMPACT

Paper towels clean up as hygiene concerns rise in the wake of COVID-19

Facial tissues sees unexpected decline in sales as home seclusion has negative impact on demand

Misinformation sparks panic buying of toilet paper

RECOVERY AND OPPORTUNITIES

Paper towels expected to see growth stabilise with private label in a strong position

Toilet paper set for stable future despite demographic challenges

Contrasting fortunes expected within facial tissues as consumers focus on value

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 measures take a heavy toll on sales of AFH tissue

Demand for AFH hygiene rises supported by Japan’s rapidly ageing population

Products with higher absorbency help take pressure off care workers

RECOVERY AND OPPORTUNITIES

AFH tissue set for slow recovery as impact of COVID-19 continues to be felt

Manufacturers investing in research and development in an effort to recycle adult incontinence products

Ageing population points towards strong growth potential but labour shortages could present challenges for care homes

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Japan

KEY DATA FINDINGS

2020 IMPACT

Consumers reduce their consumption due to home seclusion while panic buying drives shift to cheaper brands

Unicharm continues to run its #NoBagForMe campaign

Unicharm retains dominance despite a difficult year

RECOVERY AND OPPORTUNITIES

Switch to telecommuting and economic pressures could put the brakes on value growth

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

Reusable sanitary products set to gain a wider audience

CATEGORY DATA

Nappies/Diapers/Pants in Japan

KEY DATA FINDINGS

2020 IMPACT

Loss of Chinese tourists puts a dent in sales

Declining birth rate continues to hinder the development of nappies/diapers/pants

Players look to add value in response to shrinking consumer base

RECOVERY AND OPPORTUNITIES

Japan looks to address falling birth rate with new proposals and investments

Recovery of sales to Chinese visitors seems unlikely

Premiumisation and disposable pants the two areas to watch heading into the forecast period

CATEGORY DATA

Retail Adult Incontinence in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on demand

Light adult incontinence benefiting from improving image, but hurdles remain

Unicharm benefits from trusted products while e-commerce wins further share

RECOVERY AND OPPORTUNITIES

Retail adult incontinence set for bright future as Japan’s elderly population continues to grow

Further work needed to encourage men to start using retail adult incontinence

Importance of brand loyalty and trust should cement Unicharm’s lead

CATEGORY DATA

Wipes in Japan

KEY DATA FINDINGS

2020 IMPACT

Fears over the spread of COVID-19 spark increased demand for wipes

Home seclusion negatively impacts demand for cosmetic and intimate wipes

Kao retains the lead but loses share due to strong focus on general purpose wipes

RECOVERY AND OPPORTUNITIES

Hygiene concerns expected to continue influencing the market

Shrinking consumer base expected to undermine demand for baby wipes

Cosmetic wipes set for short-term recovery but challenges remain

CATEGORY DATA

Retail Tissue in Japan

KEY DATA FINDINGS

2020 IMPACT

Paper towels clean up as hygiene concerns rise in the wake of COVID-19

Facial tissues sees unexpected decline in sales as home seclusion has negative impact on demand

Misinformation sparks panic buying of toilet paper