Market Overview

Rising consumer awareness regarding hygiene control at home to prevent bacterial infections like seasonal influenza, norovirus and O-157 has been creating healthy demands for hygiene products for home use. For FY2019, size of the market of 6 items of home use hygiene products, including home use face masks, wet wipes, paper towels, bath soap bars and hand sanitizers, exceeded a value of 170,506 million yen (based on the shipment value at manufacturers), 113.2% of the previous fiscal year. 

Noteworthy Topics

Trends of Home Use Hygiene Products (6 Items) by Product

Viewing at the FY2019 market size (based on the shipment value at manufacturers) of each items of the 6 home use hygiene products, home use face mask market attained 48,600 million yen/121.2%YOY, wet wipes market attained 32,600 million yen/120.3% YOY, paper towel market attained 38,406 million yen/107.2%, hand soap market attained 23,900 million yen/108.1%, bath soap bar market attained 23,100 million yen/101.8% YOY, and hand sanitizer market attained 3,900 million yen/136.8% YOY. The market growth was fueled not only by the growing awareness toward hygiene control at home, but also by the spread of coronavirus in early 2020.

Future Outlook

Driven by the special demand due to the spread of coronavirus infections, the market is expected to see major growth: For FY2020, the market size (based on the shipment value at manufacturers) of home use hygiene products (6 items) is expected to grow to 190.3% of the preceding fiscal year to generate 324,500 million yen. While demand for all 6 items is expected to expand in forthcoming years due to continuous needs for preventing coronavirus infections, as the highly promising market is witnessing the entry of new companies into the industry from surrounding industries, it is assumed that the market competition will intensify.

Research Outline