Wipes in Japan

PROSPECTS

Baby wipes suffering from falling birth rates

The ongoing fall in birth rates in Japan is not only affecting nappies/diapers/pants but also other product areas targeting parents of young children, including baby wipes. The number of live births in Japan fell below 1 million in 2016 and continued to decline annually throughout the rest of the review period.

Deodorant wipes hit by cool summer

Deodorant wipes experienced a marked decline in value sales in 2019, having previously seen year-on-year growth throughout the review period. A key factor in the category’s fall in sales was the fact that the final year of the review period saw demand undermined by a cool summer.

Hygiene and convenience supporting demand in general purpose wipes

Japanese consumers’ considerable concern for hygiene is driving sales of wipes, especially general purpose wipes. At home, consumers used to use surface care products to disinfect furniture such as tables, but a growing number of consumers appreciate the convenience of using general purpose wipes to clean surfaces.

COMPETITIVE LANDSCAPE

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

Kao Corp’s leading position in wipes is primarily founded on its dominance of home care wipes and floor cleaning systems, though it is also the second largest player in personal wipes. Product innovation is a key element of Kao’s strategy and the company has introduced a number of new products under its Quickle brand, including Quickle Wiper Wet Sheet and Quickle Wiper Handy, as well as renewing a wide range of existing products in the brand’s portfolio.

Unicharm remains the largest player in personal wipes

Strong brand names and distinctive product design have established Unicharm’s leading position in personal wipes in the Japanese market. The company is the leading player in every personal wipes category except for cosmetic wipes, in which it does not register a presence.

Private label has a relatively strong presence in wipes

In contrast to other areas of retail hygiene, private label has established a notable presence in wipes, with several retailers, including Aeon, offering private label wipes. The private label segment is particularly strong in general purpose wipes, which is subject to a higher level of commodification than other wipes categories, with price playing a stronger role in purchasing decisions.

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