Declining domestic baby diaper demand and intensifying competition due to the declining birth rate
First written in FY2019-Q3. 7 of 19 entries say "Materialised", first in FY2019. Latest entry: 2026-08-06.
Daio Paper moved to the "Worse" side of this theme in 2019, 2 years before the typical company in this theme (2021).
0 other companies' latest entry also says "Mitigated".
- 2026-08-06MitigatedEarnings
「In baby care, sales volume and net sales exceeded the same period of the previous year owing to the launch of the new “GOO.N More Zero” series, a well-received commercial featuring a celebrity, and the increasing penetration of price revisions for pants-type diapers.」
In domestic baby care, new products and price revisions lifted sales volume and net sales above the same period of the previous year, partially absorbing the impact of the risk of declining demand. - FY2026-H1Lower baby-care sales volume; flat revenueAnnual report
「Baby-care sales volume fell below the same period of the previous year due to the decline in the number of births and other factors, but revenue was roughly in line with the same period of the previous year as price revisions gained broader acceptance.」
Demand continued to decline due to the declining birth rate, and baby-care sales volume fell below the same period of the previous year. Meanwhile, revenue was roughly in line with the same period of the previous year as price revisions gained broader acceptance. - FY2025MitigatedAnnual report
「Baby care + + Expansion of stores introducing new paper diaper products; broader penetration of price revisions」
Although declining demand due to the declining birth rate continued, domestic baby-care sales volume and value exceeded the same period of the previous year as the number of stores introducing new paper diaper products increased and price revisions gained broader acceptance. - FY2025-H1MaterialisedAnnual report
「Although sales volume declined in some product categories due to the continuing impact of the declining birth rate, revenue exceeded the same period of the previous year, supported by increased sales of the higher-value-added products mentioned above and the broader penetration of price revisions.」
Sales volume in domestic baby-care and other product categories continued to decline due to the declining birth rate. Meanwhile, revenue exceeded the same period of the previous year through increased sales of higher-value-added products and price revisions. - FY2024MaterialisedAnnual report
「Baby care − − Declining demand accompanying the declining birth rate」
The decline in domestic baby-care demand accompanying the declining birth rate weighed on sales volume on a full-year basis as well. - FY2024-Q2RestatedAnnual report
「Baby care − − Declining demand accompanying the declining birth rate」
The decline in domestic baby-care demand accompanying the declining birth rate continues to weigh on sales volume. - FY2024-Q1RestatedAnnual report
「Baby care − − Declining demand accompanying the declining birth rate」
The decline in demand for baby diapers accompanying the declining birth rate continues to weigh on sales volume and value. - FY2023-Q2WorsenedAnnual report
「Sales volume and value both fell below the same period of the previous year due to a temporary decline in market share following price revisions for tissue, toilet paper and other paper products, as well as declining demand for baby diapers caused by the declining birth rate.」
In addition to a temporary decline in market share following price revisions, declining demand for baby diapers caused by the declining birth rate continued, resulting in domestic home and personal care sales volume and value falling below the same period of the previous year. - FY2022-Q2MitigatedAnnual report
「Sales of “Goon Plus,” “Goon Maassara Tsuuki” and the Disney-design “Goon Swimming Pants,” which was renewed with a Disney design, were strong, and baby diaper sales volume and value both exceeded the same quarter of the previous year.」
Despite the structural risk of contraction in the domestic baby diaper market, product renewals and brand development lifted sales volume and value above the same period of the previous year. - FY2022-Q1RestatedAnnual report
「Sales of “Goon Maassara Tsuuki,” which was comprehensively renewed last year with a new Disney design, progressed well, while the “Goon Swimming Pants” line, renewed in March, was also well received, contributing to higher sales of baby diapers.」
Amid the continuing risk of market contraction caused by the decline in the number of births, strong sales of comprehensively renewed products and additional product renewals contributed to increased domestic baby diaper sales. - FY2021MitigatedAnnual report
「Baby diapers outperformed the same period of the previous year in both sales volume and value after the launch of the new “Goon Plus” series in October and, in line with the comprehensive renewal of these brands, a focus on measures to increase awareness through television commercials and other channels.」
Amid the continuing risk of market contraction caused by the decline in the number of births, the launch of a new series, the comprehensive renewal of existing products and measures to increase awareness lifted domestic baby diaper sales volume and value above the same period of the previous year. - FY2021-Q2MaterialisedAnnual report
「Baby diaper sales volume and value both fell below the same quarter of the previous year due to the shrinking market caused by the decline in the number of births, among other factors.」
The contraction of the domestic baby diaper market caused by the decline in the number of births continues to appear in sales volume and value falling below the same period of the previous year. - FY2021-Q1MaterialisedAnnual report
「Baby diaper sales volume and value both fell below the same quarter of the previous year due to the shrinking market caused by the decline in the number of births.」
The contraction of the domestic baby diaper market caused by the decline in the number of births continues to materialize as sales volume and value falling below the same period of the previous year. - FY2020WorsenedAnnual report
「Baby diaper sales volume and value both fell below the same period of the previous year due to the shrinking market caused by the decline in the number of births.」
The market continued to contract due to the declining birth rate, and domestic baby diaper sales volume and value fell below the previous year’s level on a full-year basis as well. - FY2020-Q3WorsenedAnnual report
「Sales of the “GOO.N Night Series,” a dedicated diaper line for bedwetting, a condition for which demand has increased in recent years, grew. However, for the baby category overall, sales volume and value both fell below the prior-year quarter because of the market contraction caused by the declining birthrate, in addition to a substantial decline in demand following the consumption tax increase.」
While new products drove sales growth, domestic baby diaper sales volume and value fell below the same period of the previous year due to the shrinking market caused by the declining birth rate and a decline in demand following the consumption tax increase. - FY2020-Q2MaterialisedAnnual report
「Although a newly introduced limited-quantity promotional campaign was well received, sales volume and value of baby diapers both fell below the same quarter of the previous year due to the shrinking market caused by the declining birth rate.」
While the limited-quantity promotional campaign was well received, domestic baby diaper sales volume and value fell below the same period of the previous year as the market contracted due to the declining birth rate. The risk of declining demand continues to materialize. - FY2020-Q1MaterialisedAnnual report
「Although baby diapers were redesigned in a shape that better fits babies’ body types and were well received, sales volume and value both fell below the same quarter of the previous year due to the shrinking market caused by the declining birth rate.」
Despite the product redesign, domestic baby diaper sales volume and value fell below the same period of the previous year as the market contracted due to the declining birth rate. - FY2019MaterialisedAnnual report
「Sales volume and value of baby diapers fell below the same period of the previous year due to intensifying competition accompanying the decline in demand caused by the declining birth rate.」
The decline in demand caused by the declining birth rate and intensifying competition has materialized as domestic baby diaper sales volume and value falling below the same period of the previous year. - FY2019-Q3First statedAnnual report
「Sales volume and value of baby diapers fell below the same quarter of the previous year due to intensifying competition accompanying the decline in demand caused by the declining birth rate.」
The decline in demand caused by the declining birth rate and intensifying competition materialized as sales volume and value falling below the same period of the previous year, also leading to the expected failure to meet the sales target for the fiscal year ending March 2019.