ベビー用おむつの日本市場の評価：製品タイプ別、性質別、サイズ別、価格帯別、流通チャネル別、地域別、機会、予測（2019年度～2033年度）

日本のベビー用おむつの市場規模は、人口動態の変化、消費者の選好の進化、産業のイノベーションにより、2025年度の52億5,000万米ドルから2033年度に74億3,000万米ドルに達すると予測され、2026年度～2033年度の予測期間にCAGRで4.43%の成長が見込まれます。プレミアム化と技術革新が主な促進要因であり、主要ブランドは、品質に敏感な親にアピールする超薄型、高吸収性、通気性のおむつを重視しています。こうした製品には、赤ちゃんの利便性と快適性を高めるため、湿度インジケーター、低刺激性材料、防臭といった先進の機能が含まれていることが多いです。第2の主な促進要因は、環境にやさしいおむつへの需要の高まりであり、主要ブランドは環境意識の高い消費者をターゲットに生分解性おむつを発売しています。

さらに、高品質なベビーケア製品に対する日本の高い評判が、特に日本製おむつの需要が高い東南アジアと中国での輸出機会を支えています。eコマースやサブスクリプションサービスの成長も市場を後押ししており、親はAmazon Japan（Amazon Japan G.K.）やRakuten（Rakuten Group, Inc.）などのサービスを利用してオンラインでおむつを購入することができます。育児を優遇する政府の政策や、従業員へのおむつ手当などの企業の取り組みも、市場の安定に一役買っています。興味深いことに、観光業も一役買っており、特に中国からの外国人観光客は、信頼できるお土産として日本のおむつを頻繁に購入しています。将来的には、ヘルスモニタリング機能を備えたスマートおむつや、さらなるカスタマイズ、新興市場における発展により、潜在的な成長が生まれる可能性があります。人口動態の問題にもかかわらず、イノベーションとプレミアムな位置付けが日本のベビー用おむつ市場を支えています。

当レポートでは、日本のベビー用おむつ市場について調査分析し、市場規模と予測、市場力学、主要企業の情勢などを提供しています。

目次

第1章 プロジェクトの範囲と定義

第2章 調査手法

第3章 米国関税の影響

第4章 エグゼクティブサマリー

第5章 顧客の声

• 回答者の人口統計
• ブランド認知度
• 購入決定において考慮される要素
• 購入後に直面する課題
• 優先される流通チャネル
• 購入頻度

第6章 日本のベビー用おむつ市場の見通し（2019年度～2033年度）

• 市場規模の分析と予測
  • 金額
  • 数量
• 市場シェアの分析と予測
  • 製品タイプ別
    • 使い捨て
    • 非使い捨て
  • 性質別
    • オーガニック
    • 従来式
  • サイズ別
    • XS
    • S
    • M
    • L
    • XL
  • 価格帯別
    • エコノミー
    • ミッドレンジ
    • プレミアム
  • 流通チャネル別
    • 薬局
    • コンビニエンスストア
    • スーパーマーケット/ハイパーマーケット
    • オンライン
    • その他
  • 地域別
    • 北部（北海道、東北）
    • 南部（関西、中国、四国、九州・沖縄）
    • 中部（関東、中部）
  • 市場シェア分析：企業別（上位5社とその他）（金額）（2025年度）
• 市場マップ分析（2025年度）
  • 製品タイプ別
  • 性質別
  • サイズ別
  • 価格帯別
  • 流通チャネル別
  • 地域別

第7章 需給分析

第8章 輸入と輸出の分析

第9章 バリューチェーン分析

第10章 ポーターのファイブフォース分析

第11章 PESTLE分析

第12章 価格分析

第13章 市場力学

• 市場促進要因
• 市場の課題

第14章 市場動向と発展

第15章 政策と規制情勢

第16章 ケーススタディ

第17章 競合情勢

• マーケットリーダー上位5社の競合マトリクス
• 上位5社のSWOT分析
• 主要企業上位10社の情勢
  • 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 戦略的提言

第19章 調査会社について・免責事項

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

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