While many categories of tissue and hygiene are closely linked to everyday life in Japan and did not experience significant spikes in demand during the pandemic, wipes witnessed substantial fluctuations in performance in 2020 and 2021. For instance, while general purpose wipes recorded 35% volume growth in 2020, this dramatically dropped by 24% the following year.
Unicharm retained its leadership of general purpose wipes in 2021 with its well-known brand Silcot Wet Tissue. It was followed at some distance by Daio Paper Corp, which continued to lose ground in 2021.
Despite recording further sales declines, Kao gained further value share to remain as the leading player in both facial cleansing wipes and deodorant wipes under cosmetic wipes in 2021, through its Bioré brand. However, its competitors are also gaining ground.
Wipes is predicted to record a positive performance over the forecast period, with overall value sales (at constant 2021 prices) set to fully recover to pre-pandemic levels by 2022, although there will be variations within the category. Demand for baby wipes for instance, will continue to decline following a notable drop in 2021 in line with a general decrease in the birth rate in Japan; the pandemic meant that young couples were particularly cautious about their short-term future, which is likely to have influenced their decisions over whether to start a family.
Traditionally within general purpose wipes and deodorant wipes, functionality was the main driving factor behind consumers’ purchasing decisions. Strong disinfecting features, and notable deodorising properties with attractive scents were well-received by local consumers.
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Understand the latest market trends and future growth opportunities for the Wipes 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.
If you're in the Wipes 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.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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