Wipes in Japan

PROSPECTS

Demographic developments having significant impact

Demographic specific wipes such as intimate wipes, baby wipes and moist toilet wipes are being strongly influenced by changing profile of the Japanese population. Intimate wipes is struggling as a result of the decline in the number of females aged between 12 and 54 in Japan.

Hygiene and convenience supporting general purpose wipes growth

Japanese consumers’ considerable concern for hygiene is driving sales of wipes, especially general purpose wipes, the largest personal wipes category in Japan. 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.

Rise in women in the workforce boosts cosmetic wipes

Increasing female participation in the paid workforce is supporting growing demand for cosmetic wipes. The Japanese summer is typically hot and humid and most Japanese businesses are very cautious about using excessive energy for air conditioners in summer, especially after 2011 when the nuclear power plants were damaged by the earthquake and tsunami.

COMPETITIVE LANDSCAPE

Kao dominates home care wipes and floor cleaning systems

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 introduced a number of new products under its Quickle brand during the review period, 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 leads personal wipes

Unicharm retained the lead in personal wipes in Japan in 2018. The company is the leading player in every personal wipes category except for cosmetic wipes, in which it does not register a presence.

Relatively strong private label presence

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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