Competitive Landscape
Unicharm Corp Leverages Direct Sales and Premiumisation to Defend Leadership
Away-from-home tissue and hygiene in Japan remains highly concentrated in 2025, with no significant changes in the concentration level over the past five years. Unicharm Corp continues to dominate, particularly in away-from-home adult incontinence, holding around half of the shares in this area, while Procter & Gamble, Kao, and Daio Paper maintain strong but clearly secondary positions.
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene 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 Away-From-Home Tissue and Hygiene 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.
The Away-From-Home Tissue and Hygiene in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Away-From-Home Tissue and Hygiene in Japan?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Japan?
- How are products distributed in Away-From-Home Tissue and Hygiene in Japan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in Japan - Category analysis
Key Data Insights
Premium Solutions Expand as Care Providers Seek Efficiency
Premium Solutions Expand as Care Providers Seek Efficiency
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
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
Unicharm Corp Leverages Direct Sales and Premiumisation to Defend Leadership
Hospitals Prioritise Labour-Saving Hygiene as Care Demand Rises
Distributors and Wholesalers Outpace E-Commerce in Institutional Supply
Tissue and Hygiene in Japan - Industry Overview
Inflation And Premium Launches Fuel Value Growth Despite Ageing and Population Decline
Key Data Insights
Inflation And Premium Launches Fuel Value Growth Despite Ageing and Population Decline
Adult Incontinence Brands Drive Value Sales with Premium Launches
Premiumisation Is Further Complemented by the Clean Wellness and Convenience Trends
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
Unicharm Sustains Leadership through Premium Innovation and Brand Trust
Drugstores Drive Loyalty with Frequent Promotions and Wide Product Range
Retail E-Commerce Accelerates Due to Bulk-Purchase and Home Delivery Appeal
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy 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 report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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