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Country Report

Wipes in

Wipes in Japan

17 pages, Apr 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Personal wipes should recover off the back of rising demand for convenience

Personal wipes registered a decline in retail volume terms in 2017 with value growth only maintained due to a rise in the category’s average unit price. This was largely due to the declining sales of baby wipes, with the birth rate continuing to decline in Japan.

Time-pressed households look for easy solutions

Home care wipes and floor cleaning systems continued to record steady growth in 2017, buoyed by the strong performance from refill wipes/pads. The growing number of single-person and dual-income households is being reflected in the rising demand for products which can reduce the effort required for household chores.

Internet retailing rising in prominence

Due to the large share of sales held by personal wipes, health and beauty specialist retailers remained the largest distribution channel for wipes in 2017, while supermarkets also held a significant value share. Nevertheless, despite growing from a low base, internet retailing was the big winner in 2017 with consumers increasingly shifting to the convenience of this channel.

COMPETITIVE LANDSCAPE

Kao Corp leads with a broad portfolio

Kao Corp retained its lead in the overall wipes category thanks to its dominance in home care wipes and floor cleaning systems, with it also holding second place in personal wipes. The company places a strong focus on product innovation and development with it launching several new products during the review period, including Quickle Wiper Wet Sheet and Quickle Wiper Handy in 2016, as well as renewing 22 of its existing Quickie products.

Unicharm benefits from brand equity

Unicharm retained its lead in personal wipes, as well as holding second place in the overall category. Like Kao Corp, the company offers a wide range of products including general purpose wipes, intimate wipes, baby wipes and moist toilet wipes, all of which it led in 2017.

Private label retains a solid position while local brands dominate

Unlike other areas of Japan’s retail hygiene industry, private label holds a decent value share within wipes with a particularly strong presence in general purpose wipes where consumers are less concerned about the quality of the product. Several retailers such as AEON offer private label wipes, with consumers drawn towards these more affordable products when there is perceived to be little difference between the branded players and private label options.

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Samples

Wipes Market Sample Report Wipes Market Sample Data

Overview

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.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes 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 Wipes industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes 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 Wipes in Japan?
What are the major brands in Japan?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes market?

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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Wipes in Japan - Category analysis

HEADLINES

PROSPECTS

Personal wipes should recover off the back of rising demand for convenience

Time-pressed households look for easy solutions

Internet retailing rising in prominence

COMPETITIVE LANDSCAPE

Kao Corp leads with a broad portfolio

Unicharm benefits from brand equity

Private label retains a solid position while local brands dominate

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in Japan - Industry Overview

EXECUTIVE SUMMARY

Declining demand from China impacts growth

Demographic shift impacts the industry

Unicharm extends lead while Daio Paper benefits from launch of new brand

Internet retailing benefits from demand for convenience and discretion

Growth in adult incontinence and retail tissue projected

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Personal wipes should recover off the back of rising demand for convenience

Time-pressed households look for easy solutions

Internet retailing rising in prominence

COMPETITIVE LANDSCAPE

Kao Corp leads with a broad portfolio

Unicharm benefits from brand equity

Private label retains a solid position while local brands dominate

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Wipes in Japan - Category analysis

HEADLINES

PROSPECTS

Personal wipes should recover off the back of rising demand for convenience

Time-pressed households look for easy solutions

Internet retailing rising in prominence

COMPETITIVE LANDSCAPE

Kao Corp leads with a broad portfolio

Unicharm benefits from brand equity

Private label retains a solid position while local brands dominate

CATEGORY DATA

Tissue and Hygiene in Japan - Industry Overview

EXECUTIVE SUMMARY

Declining demand from China impacts growth

Demographic shift impacts the industry

Unicharm extends lead while Daio Paper benefits from launch of new brand

Internet retailing benefits from demand for convenience and discretion

Growth in adult incontinence and retail tissue projected

MARKET INDICATORS

MARKET DATA

SOURCES

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