Wipes is expected to see slow and stable retail current value growth throughout the forecast period in Japan, although different categories are likely to experience different outcomes. Baby wipes faces challenges, and is expected to see below-average value growth, as there are no signs of recovery from the declining birth rate, leaving this category vulnerable to market pressures.
In the review period, health and beauty specialists held the highest share of value sales in wipes in Japan, accounting for nearly half of sales. MatsukiyoCocokara & Co is the leader of this channel, thanks to its wide store network, the development and competitiveness of its private label products, and its experience spaces focused on health and beauty.
Bath or shower time has become a focal point for odour care, as consumers recognise that body odour is not the only concern; scalp odour also plays a significant role. By launching products that extend into bath and shower, and hair care, deodorant wipes brands could significantly enhance their brand recognition.
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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.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsThis report originates from Passport, our Wipes research and analysis database.
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