Competitive Landscape
Unicharm Leverages Innovation and Distribution to Consolidate Leadership
Retail adult incontinence in Japan remains highly concentrated, with Unicharm Corp holding a dominant position and increasing its retail value share to 59% in 2025. Kao Corp maintained a 10% share in 2025, while Hakujuji Co Ltd reached 8%, and Daio Paper Corp declined to 8%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence in Japan?
- Which are the leading brands in Retail Adult Incontinence in Japan?
- How are products distributed in Retail Adult Incontinence 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 Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in Japan - Category analysis
Key Data Insights
Unicharm and Daio Paper Drive Premiumisation and Comfort Upgrades
Unicharm and Daio Paper Drive Premiumisation and Comfort Upgrades
Daio Paper Simplifies Diaper Change to Ease Carer Workload
Strategic Focus on Sustainability Aims to Reduce Waste with Lightweight Redesigns
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
Unicharm Leverages Innovation and Distribution to Consolidate Leadership
Drugstores Retain Shopper Loyalty as E-Commerce Gains Pace
Bulk-Buying and Delivery Convenience Fuel Online Purchases
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:
Retail Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
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 Retail Adult Incontinence research and analysis database.
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