婴儿用尿布的按日本市场评估:各产品类型，性质，各尺寸，各种价格，各流通管道，各地区，机会，预测(2019年度～2033年度)

预计到2033财年，日本婴儿纸尿裤市场规模将从2025财年的52.5亿美元增至74.3亿美元，在2026财年-2033财年的预测期内，复合年增长率将达到4.43%。这主要得益于人口结构变化、消费者偏好的演变以及产业创新。高端化和技术创新是关键推动因素，领先品牌专注于超薄、高吸水性和透气性的纸尿裤，以吸引註重品质的父母。这些产品通常具有湿度指示器、低过敏性材料和防臭等先进功能，为婴儿提供更多便利和舒适感。第二个主要推动因素是市场对环保纸尿裤的需求日益增长，领先品牌纷纷推出可生物降解的纸尿裤，瞄准具有环保意识的消费者。

此外，日本以其高品质婴儿护理产品而闻名，这为其出口提供了机会，尤其是在东南亚和中国，这些地区对日本製造的纸尿裤的需求量很大。电子商务和订阅服务的成长也促进了市场发展，家长可以透过亚马逊日本（Amazon Japan G.K.）和乐天（Rakuten Group, Inc.）等服务在线购买纸尿裤。政府的育儿政策以及企业为员工提供纸尿裤补贴等措施也有助于稳定市场。值得一提的是，旅游业也发挥了一定作用，外国游客，尤其是来自中国的游客，经常购买日本纸尿裤作为值得信赖的纪念品。未来，具有健康监测功能的智慧纸尿裤、进一步客製化的功能以及新兴市场的发展，可能会带来潜在的成长。儘管面临人口结构的课题，创新和高端定位仍在支撑着日本婴儿纸尿裤市场的发展。

本报告提供日本的婴儿用尿布市场相关调查分析，提供市场规模与预测，市场动态，主要企业的形势等资讯。

目录

第1章 计划的范围和定义

第2章 调查手法

第3章 美国关税的影响

第4章 摘要整理

第5章 客户的迴响

• 受访者的人口统计
• 品牌认知度
• 决定购买时考虑的要素
• 购买后面临的课题
• 优先的流通管道
• 购买频率

第6章 日本的婴儿用尿布市场预测(2019年度～2033年度)

• 市场规模的分析与预测
  • 金额
  • 数量
• 市场占有率的分析与预测
  • 各产品类型
    • 抛弃式
    • 非抛弃式
  • 按性质
    • 有机
    • 传统式
  • 各尺寸
    • XS
    • S
    • M
    • L
    • XL
  • 各种价格
    • 经济
    • 中阶
    • 高级
  • 各流通管道
    • 药局
    • 便利商店
    • 超级市场/大卖场
    • 线上
    • 其他
  • 各地区
    • 北部(北海道，东北)
    • 南部(关西，中国，四国，九州·冲绳)
    • 中部(关东，中部)
  • 市场占有率分析:各企业(前五名公司和其他)(金额)(2025年度)
• 市场地图分析(2025年度)
  • 各产品类型
  • 按性质
  • 各尺寸
  • 各种价格
  • 各流通管道
  • 各地区

第7章 供需分析

第8章 进口和出口的分析

第9章 价值链分析

第10章 波特的五力分析

第11章 大环境分析

第12章 价格分析

第13章 市场动态

• 推动市场要素
• 市场课题

第14章 市场趋势与发展

第15章 政策和法规形势

第16章 案例研究

第17章 竞争情形

• 前五名市场领导者公司的竞争矩阵
• 前五名公司的SWOT分析
• 前十大主要企业的形势
  • 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 策略性建议

第19章 关于调查公司·免责声明

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