Tissue and Hygiene in Japan

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Inflation And Premium Launches Fuel Value Growth Despite Ageing and Population Decline

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

CHART 2 Japan's premium hygiene products surge with upgraded softness, design, and sensory features

Adult Incontinence Brands Drive Value Sales with Premium Launches

Premiumisation Is Further Complemented by the Clean Wellness and Convenience Trends

CHART 3 Convenience-driven hygiene innovations streamline daily care and boost user ease in Japan

CHART 4 Value Sales 2020-2030

CHART 5 Value Sales by Category 2025

What's Next?

Premium Innovations Drive Value as Population Shifts Reshape Demand

Adult Incontinence to Witness Fastest Value Growth

Drugstores Defend Influence as E-Commerce Subscriptions Accelerate Growth

CHART 6 Forecast Value Sales 2020-2030

CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Unicharm Sustains Leadership through Premium Innovation and Brand Trust

CHART 8 Analyst Insight for Tissue and Hygiene

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Channels

Drugstores Drive Loyalty with Frequent Promotions and Wide Product Range

Retail E-Commerce Accelerates Due to Bulk-Purchase and Home Delivery Appeal

CHART 11 Retail Channels 2020-2025

Economic Context

CHART 12 Economic Context for Tissue and Hygiene

CHART 13 Real Gdp Growth 2020-2030

CHART 14 Inflation 2020-2030

Consumer Context

CHART 15 Consumer Context for Tissue and Hygiene

CHART 16 Population 2020-2030

CHART 17 Consumer Expenditure 2020-2030

CHART 18 Population by Generation 2025

Country Reports Disclaimer

MENSTRUAL CARE IN JAPAN

• Key Data Insights
• 2025 Developments
• Premiumisation Trend Drives Value Growth with Focus on Clean Wellness, Convenience, and Inclusivity
• Key Industry Trends
• CHART 19 Key Industry Trends for Menstrual Care
• Industry Performance
• CHART 20 Japan sees a surge in skin friendly menstrual care with cotton based and low irritant innovations
• Towels Retain Lead as New Fit Technologies Meet Everyday Needs
• CHART 21 Convenience driven menstrual care expands through portable, easy change and adaptive fit designs
• Kobayashi Pharmaceutical Champions Inclusivity with Youth-Driven Design and Educational Messaging
• CHART 22 Value Sales 2020-2030
• CHART 23 Volume Sales 2020-2030
• CHART 24 Value Sales by Category 2025
• What's Next?
• Slim and Ultra-Thin Towels Gain Share as Comfort Drives Design
• Brands Respond to Evolving Comfort, Convenience, and Inclusivity Needs
• Population Decline Heightens Urgency for Value-Driven Innovation
• CHART 25 Forecast Value Sales 2020-2030
• CHART 26 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Unicharm Corp and Kao Corp Reinforce Dominance as Aeon'S Private Label Intensifies Competition
• CHART 27 Analyst Insight for Menstrual Care
• Aeon'S Private Label Intensifies Competition but Fails to Disrupt Trust-Based Loyalty
• CHART 28 Company Shares 2025
• CHART 29 Brand Shares 2025
• Channels
• Supermarkets and Drugstores Sustain Lead as Shoppers Prioritise Choice and Immediacy
• E-Commerce Gains Ground, but In-Store Habits Limit Overall Share
• CHART 30 Retail Channels 2020-2025
• Economic Context
• CHART 31 Economic Context for Menstrual Care
• CHART 32 Real Gdp Growth 2020-2030
• CHART 33 Inflation 2020-2030
• Consumer Context
• CHART 34 Consumer Context for Menstrual Care
• CHART 35 Population 2020-2030
• CHART 36 Consumer Expenditure 2020-2030
• CHART 37 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN JAPAN

• Key Data Insights
• 2025 Developments
• Premiumisation Supports Value Growth as Falling Birth Rate Curbs Demand
• Key Industry Trends
• CHART 38 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• CHART 39 Major brands upgrade premium diaper lines with advanced leak guard and skin care features in 2025
• Clean Wellness Launches Set New Benchmarks for Skin Health
• Convenience Upgrades Provide Added Overnight Protection
• CHART 40 Skin friendly, low irritant innovation increases in Japan as brands double down on Clean Wellness in
• CHART 41 Value Sales 2020-2030
• CHART 42 Volume Sales 2020-2030
• CHART 43 Value Sales by Category 2025
• What's Next?
• Brands Intensify Premium Innovation to Counter Shrinking Demand
• Disposable Pants Cement Lead as Digital Channels Reshape Loyalty
• Household Spending Rises as Population Contracts and Value Grows
• CHART 44 Forecast Value Sales 2020-2030
• CHART 45 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Unicharm Corp and P&G Japan Defend Leadership as Daio Paper Corp Gains Share
• CHART 46 Analyst Insight for Nappies/Diapers/Pants
• CHART 47 Company Shares 2025
• CHART 48 Brand Shares 2025
• Channels
• Drugstores Drive Sales as Parents Seek Value and Convenience
• E-Commerce Accelerates as Parents Embrace Bulk-Buying and Subscriptions
• CHART 49 Retail Channels 2020-2025
• Economic Context
• CHART 50 Economic Context for Nappies/Diapers/Pants
• CHART 51 Real Gdp Growth 2020-2030
• CHART 52 Inflation 2020-2030
• Consumer Context
• CHART 53 Consumer Context for Nappies/Diapers/Pants
• CHART 54 Population 2020-2030
• CHART 55 Consumer Expenditure 2020-2030
• CHART 56 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN JAPAN

• Key Data Insights
• 2025 Developments
• Unicharm and Daio Paper Drive Premiumisation and Comfort Upgrades
• Key Industry Trends
• CHART 57 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 58 Ultra thin incontinence pants redefine comfort, targeting Japan's ageing consumer base
• Daio Paper Simplifies Diaper Change to Ease Carer Workload
• CHART 59 Easy fit diaper designs improve speed and simplicity of adult incontinence care
• Strategic Focus on Sustainability Aims to Reduce Waste with Lightweight Redesigns
• CHART 60 Value Sales 2020-2030
• CHART 61 Volume Sales 2020-2030
• CHART 62 Value Sales by Category 2025
• What's Next?
• Ultra-Thin Designs and Features That Support Carers Will Accelerate Value Growth
• Moderate/Heavy Solutions to Outpace Light Options as Care Levels Expand
• Eco-Friendly Formats and Retail E-Commerce Redefine Competitive Advantage
• CHART 63 Forecast Value Sales 2020-2030
• CHART 64 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Unicharm Leverages Innovation and Distribution to Consolidate Leadership
• CHART 65 Analyst Insight for Retail Adult Incontinence
• CHART 66 Company Shares 2025
• CHART 67 Brand Shares 2025
• Channels
• Drugstores Retain Shopper Loyalty as E-Commerce Gains Pace
• Bulk-Buying and Delivery Convenience Fuel Online Purchases
• CHART 68 Retail Channels 2020-2025
• Economic Context
• CHART 69 Economic Context for Retail Adult Incontinence
• CHART 70 Real Gdp Growth 2020-2030
• CHART 71 Inflation 2020-2030
• Consumer Context
• CHART 72 Consumer Context for Retail Adult Incontinence
• CHART 73 Population 2020-2030
• CHART 74 Consumer Expenditure 2020-2030
• CHART 75 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN JAPAN

• Key Data Insights
• 2025 Developments
• Premiumisation Drives Value Growth through Innovations That Cool and Offer Comfort
• Key Industry Trends
• CHART 76 Key Industry Trends for Wipes
• Industry Performance
• CHART 77 Japan's 2025 heatwave fuels demand for ultra portable deodorant and hygiene wipes
• Players Expand Usage Occasions with Ultra-Compact Packaging Formats
• Kao Corp and Mandom Corp Set New Standards for Clean Wellness and Skin Comfort
• CHART 78 Japan sees surge in high value cooling deodorant wipes amid extreme heat in 2025
• CHART 79 Value Sales 2020-2030
• CHART 80 Value Sales by Category 2025
• What's Next?
• Mandom Corp and Daio Paper Corp Elevate Year-Round Refreshment through Innovation
• Strong Growth Potential for Personal Wipes as Hygiene Solutions for Heat and Humidity
• Small Packaging and Clean Wellness to Reshape Usage and Brand Strategies
• CHART 81 Forecast Value Sales 2020-2030
• CHART 82 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Kao Corp and Unicharm Corp Defend Value Share as Private Label Advances
• CHART 83 Analyst Insight for Wipes
• CHART 84 Company Shares 2025
• CHART 85 Brand Shares 2025
• Channels
• Matsukiyococokara and Supermarkets Maintain Shopper Loyalty through Daily Convenience
• Drugstores Drive Sales of Instant-Use Wipes as E-Commerce Expands Its Role for Replenishment
• CHART 86 Retail Channels 2020-2025
• Economic Context
• CHART 87 Economic Context for Wipes
• CHART 88 Real Gdp Growth 2020-2030
• CHART 89 Inflation 2020-2030
• Consumer Context
• CHART 90 Consumer Context for Wipes
• CHART 91 Population 2020-2030
• CHART 92 Consumer Expenditure 2020-2030
• CHART 93 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN JAPAN

• Key Data Insights
• 2025 Developments
• Premiumisation Trend Is Pursued as Volume Sales Stagnate
• Key Industry Trends
• CHART 94 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 95 Premium tissue gain traction as brands elevate softness, scent, and design
• Premium Launches by Daio Paper Corp and Oji Nepia Co Ltd Encourage Trading up
• Brands Place Strong Focus on Sustainability with Reduced Plastics and Fsc-Certified Formats
• CHART 96 Retail tissue brands reduce plastics, boost use of FSC-certified materials, and redesign for efficiency
• CHART 97 Value Sales 2020-2030
• CHART 98 Volume Sales 2020-2030
• CHART 99 Value Sales by Category 2025
• What's Next?
• Stable Performance as Premiumisation Trend Sustains Value Performance
• Sustainability to Become a Baseline Expectation by 2030
• CHART 100 Forecast Value Sales 2020-2030
• CHART 101 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Daio Paper Corp and Nippon Paper Crecia Co Ltd Sustain Lead as Premiumisation Offsets Private Label Gains
• CHART 102 Analyst Insight for Retail Tissue
• CHART 103 Company Shares 2025
• CHART 104 Brand Shares 2025
• Channels
• Drugstores Leverage Private Label to Reinforce Offline Dominance
• Retail E-Commerce Expands Slowly as Offline Habits Persist
• CHART 105 Retail Channels 2020-2025
• Economic Context
• CHART 106 Economic Context for Retail Tissue
• CHART 107 Real Gdp Growth 2020-2030
• CHART 108 Inflation 2020-2030
• Consumer Context
• CHART 109 Consumer Context for Retail Tissue
• CHART 110 Population 2020-2030
• CHART 111 Consumer Expenditure 2020-2030
• CHART 112 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN JAPAN

• Key Data Insights
• 2025 Developments
• Premium Solutions Expand as Care Providers Seek Efficiency
• Key Industry Trends
• CHART 113 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• Unicharm Corp's New Premium Incontinence Products Capture Buyers Amid Rising Costs
• Daio Paper'S New Easy-Fit Diaper Reduces Care Workload and Strengthens Its Competitive Position
• CHART 114 Easy fit adult diaper aims to ease carer workload in Japan
• CHART 115 Value Sales 2020-2030
• CHART 116 Value Sales by Category 2025
• What's Next?
• Labour Shortages and Ageing Population to Shape Demand for High-Value Solutions
• Care Providers Accelerate Tech Adoption to Reduce Staff Burden and Justify Higher Costs
• CHART 117 Forecast Value Sales 2020-2030
• CHART 118 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Unicharm Corp Leverages Direct Sales and Premiumisation to Defend Leadership
• Channels
• Hospitals Prioritise Labour-Saving Hygiene as Care Demand Rises
• Distributors and Wholesalers Outpace E-Commerce in Institutional Supply
• CHART 119 Retail Channels 2020-2025
• Economic Context
• CHART 120 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 121 Real Gdp Growth 2020-2030
• CHART 122 Inflation 2020-2030
• Consumer Context
• CHART 123 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 124 Population 2020-2030
• CHART 125 Consumer Expenditure 2020-2030
• CHART 126 Population by Generation 2025
• Country Reports Disclaimer