嬰兒用尿布的按日本市場評估:各產品類型，性質，各尺寸，各種價格，各流通管道，各地區，機會，預測(2019年度～2033年度)

預計到2033財年，日本嬰兒紙尿褲市場規模將從2025財年的52.5億美元增至74.3億美元，在2026財年-2033財年的預測期內，複合年增長率將達到4.43%。這主要得益於人口結構變化、消費者偏好的演變以及產業創新。高端化和技術創新是關鍵推動因素，領先品牌專注於超薄、高吸水性和透氣性的紙尿褲，以吸引註重品質的父母。這些產品通常具有濕度指示器、低過敏性材料和防臭等先進功能，為嬰兒提供更多便利和舒適感。第二個主要推動因素是市場對環保紙尿褲的需求日益增長，領先品牌紛紛推出可生物降解的紙尿褲，瞄準具有環保意識的消費者。

此外，日本以其高品質嬰兒護理產品而聞名，這為其出口提供了機會，尤其是在東南亞和中國，這些地區對日本製造的紙尿褲的需求量很大。電子商務和訂閱服務的成長也促進了市場發展，家長可以透過亞馬遜日本（Amazon Japan G.K.）和樂天（Rakuten Group, Inc.）等服務在線購買紙尿褲。政府的育兒政策以及企業為員工提供紙尿褲補貼等措施也有助於穩定市場。值得一提的是，旅遊業也發揮了一定作用，外國遊客，尤其是來自中國的遊客，經常購買日本紙尿褲作為值得信賴的紀念品。未來，具有健康監測功能的智慧紙尿褲、進一步客製化的功能以及新興市場的發展，可能會帶來潛在的成長。儘管面臨人口結構的課題，創新和高端定位仍在支撐著日本嬰兒紙尿褲市場的發展。

本報告提供日本的嬰兒用尿布市場相關調查分析，提供市場規模與預測，市場動態，主要企業的形勢等資訊。

目錄

第1章 計劃的範圍和定義

第2章 調查手法

第3章 美國關稅的影響

第4章 摘要整理

第5章 客戶的迴響

• 受訪者的人口統計
• 品牌認知度
• 決定購買時考慮的要素
• 購買後面臨的課題
• 優先的流通管道
• 購買頻率

第6章 日本的嬰兒用尿布市場預測(2019年度～2033年度)

• 市場規模的分析與預測
  • 金額
  • 數量
• 市場佔有率的分析與預測
  • 各產品類型
    • 拋棄式
    • 非拋棄式
  • 按性質
    • 有機
    • 傳統式
  • 各尺寸
    • XS
    • S
    • M
    • L
    • XL
  • 各種價格
    • 經濟
    • 中階
    • 高級
  • 各流通管道
    • 藥局
    • 便利商店
    • 超級市場/大賣場
    • 線上
    • 其他
  • 各地區
    • 北部(北海道，東北)
    • 南部(關西，中國，四國，九州·沖繩)
    • 中部(關東，中部)
  • 市場佔有率分析:各企業(前五名公司和其他)(金額)(2025年度)
• 市場地圖分析(2025年度)
  • 各產品類型
  • 按性質
  • 各尺寸
  • 各種價格
  • 各流通管道
  • 各地區

第7章 供需分析

第8章 進口和出口的分析

第9章 價值鏈分析

第10章 波特的五力分析

第11章 大環境分析

第12章 價格分析

第13章 市場動態

• 推動市場要素
• 市場課題

第14章 市場趨勢與發展

第15章 政策和法規形勢

第16章 案例研究

第17章 競爭情形

• 前五名市場領導者公司的競爭矩陣
• 前五名公司的SWOT分析
• 前十大主要企業的形勢
  • Unicharm Corporation
  • Kao Corporation
  • Pigeon Corporation
  • Daio Paper Corporation
  • Quanzhou Tianjiao Lady & Baby's Hygiene Supply Co., Ltd
  • ITOCHU Singapore Pte Ltd
  • Juntaku Shoji Corporation
  • Nippon Shokubai Co., Ltd.
  • LiveDo Corporation

第18章 策略性建議

第19章 關於調查公司·免責聲明

Japan baby diaper market is projected to witness a CAGR of 4.43% during the forecast period FY2026-FY2033, growing from USD 5.25 billion in FY2025 to USD 7.43 billion in FY2033F, owing to demographic changes, evolving consumer preferences, and industry innovation. Premiumization and innovation are the major drivers, with the leading brands emphasizing ultra-thin, highly absorbent, and breathable diapers that appeal to quality-conscious parents. Such products frequently include sophisticated features such as wetness indicators, hypoallergenic materials, and odor control, for added convenience and comfort for babies. The second major driver is increasing demand for eco-friendly diapers, and leading brands are launching biodegradable diapers to target eco-conscious consumers.

Furthermore, Japan's strong reputation for quality baby care products has underpinned export opportunities, especially in Southeast Asia and China, where Japanese diapers are greatly in demand. The growth of e-commerce and subscription-based services has also encouraged the market, with parents able to buy diapers online using services such as Amazon Japan (Amazon Japan G.K.) and Rakuten (Rakuten Group, Inc.). Government policies favoring childcare and company initiatives, such as diaper allowances to employees, help add stability to the market. Interestingly, tourism plays a role as well, with international visitors, particularly from China, frequently buying Japanese diapers as reliable souvenirs. In the future, potential growth may arise from smart diapers with health-monitoring functions, additional customization, and development in emerging markets. Despite demographic issues, innovation and premium positioning support the Japanese baby diaper market.

Premiumization and Innovation Drive the Japan Baby Diaper Market Demand

Top domestic brands dominate the market by providing high-performance diapers with ultra-thin but ultra-absorbent designs, breathable fabrics, and skin-friendly technology. These innovations serve sophisticated Japanese parents who value quality, comfort, and convenience even at premium prices. The market is also fueled by increased demand for environmentally friendly products, with manufacturers launching biodegradable, plant-based, and chlorine-free diaper products to capitalize on expanding eco-awareness. Smart diaper technology, including wetness indication and temperature control, also adds functionality, attracting high-tech consumers. In the end, Japan's baby diaper market is sustained through premium positioning and advanced technology, maintaining its competitiveness considering unfavourable demographic trends. Potential prospects are in health-monitoring intelligent diapers, green innovations, and further penetration into foreign markets.

For instance, in August 2024, Coterie Baby, Inc. launched a luxe disposable diaper. The diaper features a high-performing core, a high-performing ADL-the moisture--wicking acquisition distribution layer-and a high-performing top sheet.

Export Opportunities Expand the Japan Baby Diaper Market Size

While Japan's shrinking birth rate continues to challenge domestic diaper sales, projected to decrease by 30%, falling to 87 million by 2070, cutting down domestic demand, the market finds alternative avenues through robust exports. Japanese baby diapers have gained worldwide recognition through their superior quality, high-end absorbency technology, and skin-friendly fabrics, making them in great demand globally. China is the largest export market, where upscale parents value Japanese diapers as high-quality products, buying them from cross-border online shopping platforms such as Tmall Global (Alibaba Group). Southeast Asian countries such as Vietnam and Indonesia are also becoming important growth markets as growing middle-class consumers demand better baby care products. The success in exports is based on Japan's stringent safety standards and product development, combined with the international scope of e-commerce platforms such as Amazon Japan (Amazon Japan G.K.). In the future, companies are changing tactics to maintain momentum, such as product adaptation to local markets, increased offerings of eco-friendly products, and focused digital advertising in growing economies. As domestic demand declines, these export markets are proving to be crucial for maintaining Japan's position as a leader in the global baby diaper market, illustrating how superior quality and innovation can overcome demographic challenges.

For instance, in May 2024, Terra Eco Baby Products, a leading name in premium eco-friendly baby and mother care items, announced its expansion into new international markets such as Japan, Taiwan, Canada, the UAE, and Mexico. Known for its dedication to sustainability and eco-conscious practices, TERRA has garnered a lot of praise for its Biodegradable Baby Wipes and Plant-Based Diapers, which have received an amazing response from consumers.

Disposable Type Dominates Japan Baby Diaper Market Share

Disposable diapers continue to dominate Japan's baby diaper market, as they directly meet the demands of contemporary Japanese parents. The strong demand for disposable types is a result of unparalleled convenience, time-saving features, and ongoing technological innovations by leading domestic companies. These firms have optimized ultra-thin but highly absorbent styles with breathability, wetness alerts, and advanced leak protection, features that parents especially appreciate in Japan's busy city life. In the future, the disposable segment will continue to hold its dominance through sustained premiumization, such as the creation of smart diaper technology and rising eco-friendly plant-based disposable alternatives. The growth prospects of the segment are also supported by robust export demand throughout Asia, where Japanese disposable diapers have a privileged reputation for quality and reliability. As convenience remains the preferred option over other considerations for many Japanese parents, disposable diapers will continue to drive the momentum of the market amidst the country's demographic challenges, with innovation and export prospects offsetting the declining domestic birth rate.

For instance, in April 2024, Unicharm Corporation, a well-known Japanese company that makes hygiene products and is behind the popular MamyPoko brand, launched the world's first recycled disposable baby diapers. These innovative diapers are made through a process called horizontal recycling, which turns used products back into raw materials to create new ones.

Impact of the U.S. Tariff on Japan Baby Diaper Market

The U.S. imposition of tariffs on imported baby diapers could have mixed consequences for Japan's diaper market, creating both challenges and potential opportunities for Japanese manufacturers.

Japanese diaper exports face U.S. tariffs, and retail prices would rise, potentially reducing demand among American consumers.

Manufacturers might absorb some tariff costs to remain competitive, squeezing profitability.

Companies could accelerate expansion in high-growth regions such as China and Southeast Asia, where demand is rising.

Key Players Landscape and Outlook

Japan's market for baby diapers continues to be dominated by local giants, who collectively own the market through technological advancement and brand loyalty. Brands with advanced ultra-thin but hyper-absorbing technologies have dominated the high-end newborn market with their characteristic breathable, gentle-on-skin materials. These players are challenged by foreign competitors, although domestic brands have an advantage through a better understanding of consumers' preferences in Japan. The future of the market rests on strategic responses to demographic trends, with R&D spending on intelligent diaper technology and environmentally friendly materials as companies try to counter falling birth rates through premiumization. Export markets, especially China and Southeast Asia, where Japanese quality pays premium prices, are growing even more crucial for growth. Moving forward, consolidation in the industry seems inevitable as small players face scale issues, while market leaders can extend their diaper technology to both the baby and adult care segments. The competitive landscape will favor brands that balance domestic innovation with international expansion strategies well, especially with direct-to-consumer channels and localized product offerings for high-growth Asian markets. While difficulties remain, the diaper market of Japan illustrates that technological innovation and brand identity can carry market standing against adverse population shifts.

For instance, in February 2025, Japan's Unicharm Corporation launched its third factory in India with an estimated investment of USD 131 million to boost production capacity for disposable diapers by 30% there, positioning the market as a stepping stone for catching up to global leaders such as The Procter & Gamble Company.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Impact of U.S. Tariffs

4. Executive Summary

5. Voice of Customers

• 5.1. Respondent Demographics
• 5.2. Brand Awareness
• 5.3. Factors Considered in Purchase Decisions
• 5.4. Challenges Faced Post Purchase
• 5.5. Preferred Distribution Channel
• 5.6. Frequency of Purchase

6. Japan Baby Diaper Market Outlook, FY2019-FY2033F

• 6.1. Market Size Analysis & Forecast
  • 6.1.1. By Value
  • 6.1.2. By Volume
• 6.2. Market Share Analysis & Forecast
  • 6.2.1. By Product Type
    • 6.2.1.1. Disposable
    • 6.2.1.2. Non-Disposable
  • 6.2.2. By Nature
    • 6.2.2.1. Organic
    • 6.2.2.2. Convectional
  • 6.2.3. By Size
    • 6.2.3.1. Extra Small
    • 6.2.3.2. Small
    • 6.2.3.3. Medium
    • 6.2.3.4. Large
    • 6.2.3.5. Extra Large
  • 6.2.4. By Price Range
    • 6.2.4.1. Economy
    • 6.2.4.2. Mid-Range
    • 6.2.4.3. Premium
  • 6.2.5. By Distribution Channel
    • 6.2.5.1. Pharmacies
    • 6.2.5.2. Convenience Stores
    • 6.2.5.3. Supermarkets/Hypermarkets
    • 6.2.5.4. Online
    • 6.2.5.5. Others
  • 6.2.6. By Region
    • 6.2.6.1. North [Hokkaido and Tohoku]
    • 6.2.6.2. South [Kansai, Chugoku, Shikoku, and Kyushu and Okinawa]
    • 6.2.6.3. Central [Kanto and Chubu]
  • 6.2.7. By Company Market Share Analysis (Top 5 Companies and Others - By Value, FY2025)
• 6.3. Market Map Analysis, FY2025
  • 6.3.1. By Product Type
  • 6.3.2. By Nature
  • 6.3.3. By Size
  • 6.3.4. By Price Range
  • 6.3.5. By Distribution Channel
  • 6.3.6. By Region

7. Demand Supply Analysis

8. Import and Export Analysis

9. Value Chain Analysis

10. Porter's Five Forces Analysis

11. PESTLE Analysis

12. Pricing Analysis

13. Market Dynamics

• 13.1. Market Drivers
• 13.2. Market Challenges

14. Market Trends and Developments

15. Policy & Regulatory Landscape

16. Case Studies

17. Competitive Landscape

• 17.1. Competition Matrix of Top 5 Market Leaders
• 17.2. SWOT Analysis for Top 5 Players
• 17.3. Key Players Landscape for Top 10 Market Players
  • 17.3.1. Unicharm Corporation
    • 17.3.1.1. Company Details
    • 17.3.1.2. Key Management Personnel
    • 17.3.1.3. Key Products Offered
    • 17.3.1.4. Key Financials (As Reported)
    • 17.3.1.5. Key Market Focus and Geographical Presence
    • 17.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisition
  • 17.3.2. Kao Corporation
  • 17.3.3. Pigeon Corporation
  • 17.3.4. Daio Paper Corporation
  • 17.3.5. Quanzhou Tianjiao Lady & Baby's Hygiene Supply Co., Ltd
  • 17.3.6. ITOCHU Singapore Pte Ltd
  • 17.3.7. Juntaku Shoji Corporation
  • 17.3.8. Nippon Shokubai Co., Ltd.
  • 17.3.9. LiveDo Corporation

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

18. Strategic Recommendations

19. About Us and Disclaimer

List of Tables

• Table 1. Competition Matrix of Top 5 Market Leaders
• Table 2. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 3. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. Japan Baby Diaper Market, By Value, In USD Billion, FY2019-FY2033F
• Figure 2. Japan Baby Diaper Market, By Volume, In Thousand Units, FY2019-FY2033F
• Figure 3. Japan Baby Diaper Market Share (%), By Product Type, FY2019-FY2033F
• Figure 4. Japan Baby Diaper Market Share (%), By Nature, FY2019-FY2033F
• Figure 5. Japan Baby Diaper Market Share (%), By Size, FY2019-FY2033F
• Figure 6. Japan Baby Diaper Market Share (%), By Price Range, FY2019-FY2033F
• Figure 7. Japan Baby Diaper Market Share (%), By Distribution Channel, FY2019-FY2033F
• Figure 8. Japan Baby Diaper Market Share (%), By Region, FY2019-FY2033F
• Figure 9. By Product Type Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 10. By Nature Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 11. By Size Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 12. By Price Range Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 13. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), FY2025
• Figure 14. By Region Map-Market Size (USD Billion) & Growth Rate (%), FY2025