Tissue and hygiene in 2024: The big picture
Retail and away-from-home (AFH) tissue and hygiene in Japan both maintained solid growth in current value terms in 2024. Value growth was driven to a large extent by inflationary price increases, and an emphasis on high value-added products, which led to rises in unit prices within the market.
2024 key trends
Retail tissue remained the largest category within retail tissue and hygiene in 2024, and also saw the strongest current value growth, thanks to high and rising sales of toilet paper and facial tissues. Despite rising prices, consumers did not immediately shift to cheaper product lines or private label.
Competitive landscape
Unicharm Corp was the leading company within retail tissue and hygiene in 2024. The company offers a wide portfolio of brands across tissue and hygiene categories, including Lifree in retail adult incontinence and wipes, Sofy and Center-In within menstrual care, and MamyPoko and Moony in nappies/diapers/pants.
Retail developments
Health and beauty specialists remained the dominant distribution channel within overall tissue and hygiene in Japan in 2024, with a stable share of sales. Intensifying competition is being seen in this highly competitive channel.
What next for tissue and hygiene?
Both retail and AFH tissue and hygiene are expected to continue growing in Japan in the forecast period in current value terms. However, some categories are anticipated to struggle to achieve volume growth.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the 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 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 Tissue and Hygiene in Japan?
- Which are the leading brands in Tissue and Hygiene in Japan?
- How are products distributed in 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Japan
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Japan
KEY DATA FINDINGS
Tourism recovery boosts growth
Japan’s ageing population drives demand for innovative incontinence products
Rising costs drive higher prices
Tourism growth to fuel expansion in AFH tissue
Innovative solutions for caregiving amidst an ageing population in Japan
Cost stabilisation and price adjustments ahead
Retail Adult Incontinence in Japan
KEY DATA FINDINGS
Moderate/heavy adult incontinence drives growth as consumers use the most appropriate products
Unicharm pioneers the recycling of adult incontinence products
Survey reveals caregiver preferences shape loyalty
Expansion expected amidst ageing population
Asahi Kasei unveils smart product for caregivers at CES 2025
Kao Corp targets B2B growth with innovative sensors
Nappies/Diapers/Pants in Japan
KEY DATA FINDINGS
Higher prices, and challenge from rising competition
Unicharm targets parents with creative collaborations
P&G Japan tackles logistics challenges with AI and retail collaboration
Japan’s declining birth rate likely to drive premiumisation
Iris Ohyama to enter nappies/diapers/pants amidst category shake-up
Thanks Mama forum fosters community amongst new parents in Japan
Menstrual Care in Japan
KEY DATA FINDINGS
Japan faces economic shift as yen weakens and inflation surges, while demand for slim towels rises
Unicharm leads menstrual care, and continues to innovate
Health and beauty specialists continues to dominate distribution in menstrual care
Japan’s declining target consumer group will fuel demand for innovative femtech solutions
Unicharm will champion diversity and inclusion for future growth
Kao leads shift to B2B market with inclusive workplace initiatives
Wipes in Japan
KEY DATA FINDINGS
Impacts of changes in the climate and the birth rate
Brands prioritise loyalty amidst Japan’s declining birth rate
General purpose wipes are essential emergency supplies in Japan
Facing a mixed future amidst population decline and climate change
Health and beauty specialists set to maintain its lead of distribution
Players in deodorant wipes expand to bath and hair care for greater brand recognition
Retail Tissue in Japan
KEY DATA FINDINGS
Adapting to inflation with a focus on quality and innovation
Daio Paper to automate trucks to combat workforce shortages
Oji Nepia celebrates 20 years of Hana Celeb with an interactive experience
Demand for premium products set to grow despite demographic decline
Oji Holdings shifts focus to biochemical innovations
Educational initiatives to build brand loyalty
The following categories and subcategories are included:
Tissue and Hygiene
-
-
- AFH Adult Incontinence
-
- AFH Boxed Facial Tissues
-
- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
-
-
-
-
- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Pantyliners
- Tampons
-
-
- Standard Towels with Wings
- Standard Towels without Wings
-
- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
- Paper Towels
-
- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
-
- Rx/Reimbursement adult incontinence
-
-
-
- AFH Adult Incontinence
-
- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
-
-
- AFH Napkins
- Retail Napkins
-
- AFH Tablecloths
- Retail Tablecloths
-
-
-
- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
-
-
- AFH Paper Towels
- Retail Paper Towels
-
- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
-
-
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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 Tissue and Hygiene research and analysis database.
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 extraction Free!