Key Highlights
- The baby personal care market includes retail sales of baby toiletries and diapers. The baby toiletries segment covers bath, lotion, oil, powder, shampoo, and wipes (baby toiletries). Diapers segment covers baby diaper, cloth diapers, and training diapers. The market is valued according to the retail selling price (RSP) and includes any applicable taxes.
- The Japanese baby personal care market recorded revenues of $1.55 billion in 2024, representing a negative compound annual growth rate (CAGR) of 4.3% between 2019-24.
- Market consumption volume increased with a CAGR of 0.3% between 2019-24, reaching a total of 222.5 million units in 2024.
- The contraction of the Japanese baby personal care market during 2019-24 is attributed to the sharp decline in birth rates. According to the US Census Bureau, in 2024, the total number of births in Japan reached 846.0 thousand, a 5.5% decrease from 2019. This steep decline in the newborn population effectively reduced the addressable consumer base for essential categories such as diapers, wipes, and skincare products.
Scope
- Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the baby personal care market in Japan
- Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the baby personal care market in Japan
- Leading company profiles reveal details of key baby personal care market players’ global operations and financial performance
- Add weight to presentations and pitches by understanding the future growth prospects of the Japan baby personal care market with five year forecasts by both value and volume
Reasons to Buy
- What was the size of the Japan baby personal care market by value in 2024?
- What will be the size of the Japan baby personal care market in 2029?
- What factors are affecting the strength of competition in the Japan baby personal care market?
- How has the market performed over the last five years?
- Who are the top competitors in Japan's baby personal care market?
Table of Contents
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Unicharm Corp
- Kao Corp
- The Procter & Gamble Co
- Daio Paper Corp

