Table of Content

Tissue and Hygiene in Japan
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

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