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. A notable example of a value-added product with a higher price is Karada Omoino Toilet Roll, launched by Oji Nepia in July 2024. This toilet roll features four layers, boasting an absorption capacity 1.5 t...
Euromonitor International's Tissue and Hygiene in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Tissue and Hygiene in Japan
- Euromonitor International
- April 2025
- List Of Contents And Tables
- TISSUE AND HYGIENE IN JAPAN
- EXECUTIVE SUMMARY
- Tissue and hygiene in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for tissue and hygiene?
- MARKET INDICATORS
- Table 1 Birth Rates 2019-2024
- Table 2 Infant Population 2019-2024
- Table 3 Female Population by Age 2019-2024
- Table 4 Total Population by Age 2019-2024
- Table 5 Households 2019-2024
- Table 6 Forecast Infant Population 2024-2029
- Table 7 Forecast Female Population by Age 2024-2029
- Table 8 Forecast Total Population by Age 2024-2029
- Table 9 Forecast Households 2024-2029
- MARKET DATA
- Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
- Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
- Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
- Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
- Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
- Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
- Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
- Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MENSTRUAL CARE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- 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
- PROSPECTS AND OPPORTUNITIES
- 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
- CATEGORY DATA
- Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
- Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
- Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
- Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
- Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
- Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
- Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
- NAPPIES/DIAPERS/PANTS IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Higher prices, and challenge from rising competition
- Unicharm targets parents with creative collaborations
- P&G Japan tackles logistics challenges with AI and retail collaboration
- PROSPECTS AND OPPORTUNITIES
- 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
- CATEGORY DATA
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
- Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
- Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
- Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
- Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
- RETAIL ADULT INCONTINENCE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- 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
- PROSPECTS AND OPPORTUNITIES
- Expansion expected amidst ageing population
- Asahi Kasei unveils smart product for caregivers at CES 2025
- Kao Corp targets B2B growth with innovative sensors
- CATEGORY DATA
- Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
- Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
- Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
- Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
- Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
- WIPES IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- 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
- PROSPECTS AND OPPORTUNITIES
- 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
- CATEGORY DATA
- Table 38 Retail Sales of Wipes by Category: Value 2019-2024
- Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
- Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
- Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
- Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
- Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
- RETAIL TISSUE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- 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
- PROSPECTS AND OPPORTUNITIES
- Demand for premium products set to grow despite demographic decline
- Oji Holdings shifts focus to biochemical innovations
- Educational initiatives to build brand loyalty
- CATEGORY DATA
- Table 44 Retail Sales of Tissue by Category: Value 2019-2024
- Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
- Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
- Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
- Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
- Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
- AWAY-FROM-HOME TISSUE AND HYGIENE IN JAPAN
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Tourism recovery boosts growth
- Japan’s ageing population drives demand for innovative incontinence products
- Rising costs drive higher prices
- PROSPECTS AND OPPORTUNITIES
- Tourism growth to fuel expansion in AFH tissue
- Innovative solutions for caregiving amidst an ageing population in Japan
- Cost stabilisation and price adjustments ahead
- CATEGORY DATA
- Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
- Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
- Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
- Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
- Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
- Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
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