Product Code: DPPJP
TABLE OF CONTENTS
EXECUTIVE SUMMARY
Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
CHART 1: Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026
CHART 2: Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1: Birth Rates 2016-2021
Table 2: Infant Population 2016-2021
Table 3: Female Population by Age 2016-2021
Table 4: Total Population by Age 2016-2021
Table 5: Households 2016-2021
Table 6: Forecast Infant Population 2021-2026
Table 7: Forecast Female Population by Age 2021-2026
Table 8: Forecast Total Population by Age 2021-2026
Table 9: Forecast Households 2021-2026
MARKET DATA
Table 10: Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11: Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12: NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13: LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14: Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
Table 15: Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 16: Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 17: Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 18: Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1: Research Sources
SANITARY PROTECTION IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sanitary protection proves to be pandemic-proof
Unicharm retains dominance of sanitary protection in 2021
Adding value to sanitary protection
PROSPECTS AND OPPORTUNITIES
Greater understanding and education in Japanese society to address taboos relating to menstruation
"Femtech" leads to innovative options in sanitary protection
CATEGORY DATA
Table 19: Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 20: Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 21: Retail Sales of Tampons by Application Format: % Value 2016-2021
Table 22: NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 23: LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 24: Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 25: Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further strong drop in demand for nappies/diapers/pants in 2021
New born, standard and junior nappies/diapers suffer significant declines
Goo.N gains share, while the three leaders remain strong
PROSPECTS AND OPPORTUNITIES
Price increase driven by predictions for rising material costs
What next after current premiumisation strategies?
CATEGORY DATA
Table 26: Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 27: Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 28: NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 29: LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 30: Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 31: Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stable demand for retail adult incontinence during pandemic
Unicharm retains overall dominance in 2021
PROSPECTS AND OPPORTUNITIES
Reducing the stigma of adult incontinence
Will recycling be a silver bullet to the waste issue?
CATEGORY DATA
Table 32: Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 33: Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 34: NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 35: LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 36: Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 37: Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
WIPES IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to more normal levels of consumption after surge in demand for wipes in 2020
Unicharm strengthens leadership of general purpose wipes in 2021, while second-ranked Daio Paper Corp loses further ground
Kao retains leadership of cosmetic wipes, but competitors gain ground
PROSPECTS AND OPPORTUNITIES
A positive prediction for wipes over the forecast period
Combining disinfecting and gentleness features
CATEGORY DATA
Table 38: Retail Sales of Wipes by Category: Value 2016-2021
Table 39: Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 40: NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 41: LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 42: Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 43: Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Facial tissues loses major purchase drivers during pandemic
Paper towels finds wider audience during pandemic
Daio secures leadership, followed by Nippon Paper and Oji Nepia
PROSPECTS AND OPPORTUNITIES
Daio identifies opportunity in retail tissue
Paper manufacturers re-evaluate paper production
Sustainability supports tissue usage with shift away from plastic
CATEGORY DATA
Table 44: Retail Sales of Tissue by Category: Value 2016-2021
Table 45: Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 46: NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 47: LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 48: Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 49: Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mild recovery for away-from-home tissue in 2021
Solid growth for AFH adult incontinence
PROSPECTS AND OPPORTUNITIES
A perfect fit for testing suitability of recycling
Supporting workers in hospitals/healthcare facilities
Horeca to lag behind in recovery
CATEGORY DATA
Table 50: Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 51: Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 52: Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021
Table 53: Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 54: Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 55: Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 56: Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
