"Nappies/Diapers/Pants in Japan" is now available at Fast Market Research

Nappies/diapers/pants in Japan registered positive value growth in 2014, rising by 6% in current terms to reach \197 billion. This growth was one percent point higher than the 5% current value growth recorded in the category during 2013, despite the declining number of children among the Japanese population aged up to 36 months. One of the most significant drivers of growth in nappies/diapers/pants is the rising demand for ‘made-in-Japan’ nappies in other countries, especially China. A number of domestic nappies manufacturers have already entered the country, although some Chinese parents, especially affluent consumers with high disposable incomes, prefer nappies/diapers/pants that have been manufactured in Japan because of the rising concerns over safety of baby products made in China. Chinese consumers have been particularly cautious when choosing baby products ever since the contaminated powdered milk scandal became international news during the review period. As disposable income levels rise and the one child policy remains in effect, Chinese parents are able to spend more on products for their children. This situation has encouraged more sophisticated purchasing behaviour among Chinese consumers. In fact, three Chinese nationals who entered Japan on business visas to work as cooks were arrested in 2014 for engaging in activities outside of the remit of their visas, which happened to be the bulk purchase of nappies/diapers. The police found over 10,000 packs of nappies/diapers stored at the warehouse they had rented. The three Chinese nationals had planned to ship the products back to China and sell them through online shopping websites

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Competitive Landscape

Unicharm maintained its leading position in nappies/diapers/pants in Japan in 2014 with a 37% value share, one percent point down from 2013. The company owns two popular brands in the category, Moony and Mamy Poko. Moony targets quality-oriented consumers, whilst Mamy Poko caters to the needs of economy-oriented consumers. This dual brand strategy ensures the company is able to respond to a wide range of consumer needs. During the review period, the company added new products for each brand in them to build its value share category. New Moony nappies/diapers focus on comfortable fit, especially around the back and legs, to avoid any leakage. During 2014, the company improved the breathability of its nappies/diaper/pants and launched new products featuring images of Disney characters. Furthermore, in order to celebrate the first anniversary of the Moony Air Fit brand, Unicharm conducted a marketing campaign offering consumers the opportunity to win a Raycop futon vacuum cleaner. As a result, the company managed to retain its highest value share in 2014.

Industry Prospects

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