Competitive Landscape
Kao Corp and Unicharm Corp Defend Value Share as Private Label Advances
Wipes in Japan remained moderately concentrated in 2025, with leading companies Kao Corp and Unicharm Corp holding a combined retail value share of 43%. Over the review period, both players lost marginal share due to the ongoing expansion of private label products, notably in general-purpose and baby wipes.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Japan?
- Which are the leading brands in Wipes in Japan?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Japan - Category analysis
Key Data Insights
Premiumisation Drives Value Growth through Innovations That Cool and Offer Comfort
Premiumisation Drives Value Growth through Innovations That Cool and Offer Comfort
Players Expand Usage Occasions with Ultra-Compact Packaging Formats
Kao Corp and Mandom Corp Set New Standards for Clean Wellness and Skin Comfort
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
Kao Corp and Unicharm Corp Defend Value Share as Private Label Advances
Matsukiyococokara and Supermarkets Maintain Shopper Loyalty through Daily Convenience
Drugstores Drive Sales of Instant-Use Wipes as E-Commerce Expands Its Role for Replenishment
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:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
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 Wipes research and analysis database.
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