Unicharm's 2025 First Half Sales Report

Overview

Unicharm recently released its financial report for the first half of 2025. The report shows that the company's net sales for the first half of 2025 amounted to 464.17 billion yen, a year-on-year decrease of 4.8%. Core business profit was 57.014 billion yen, down 22.0% year-on-year, while net income attributable to the parent company's owners increased by 5.5% to 41.813 billion yen.

Unicharm noted that the global economic recovery varied across regions and consumer trends, with uncertain prospects for U.S. tariff policies, making the business environment unpredictable. In some parts of Asia, economic uncertainty persisted, birth rates declined, and consumer cost awareness increased, leading to a downgrade trend in baby care products. The influx of new competitors in the e-commerce sector also intensified market competition. However, demand remained strong in the Middle East and North America. In Japan, the company's sales grew steadily thanks to its products being daily necessities and a rich product line.

Personal Care Products

In the first half of 2025, Unicharm's personal care products business saw net sales of 381.679 billion yen, down 6.9% year-on-year, with core operating profit decreasing by 26.9% to 43.376 billion yen.

Adult Care Products

In Southeast Asia (Thailand, Indonesia, Vietnam, etc.), the company continued to expand its adult care product line and promoted the Japanese-style care model of "pads + pants." In China, with the accelerating pace of population aging and room for increased awareness of high-value-added products, the company developed product combinations tailored to local needs and actively invested in marketing to lay the groundwork for future business growth. In Japan, the company focused on mild to moderate incontinence products, launched products containing recycled fluff pulp, and provided consulting services through the AI chatbot Charm-san.

Feminine Care Products

Outside Japan, the company launched innovative products such as cooling sanitary pads and feminine hygiene pants. In China, after launching a large number of new products in 2024 (such as easy-to-change daily feminine hygiene pants), the company was affected by public opinion on sanitary pads, leading some wholesalers and retailers to suspend orders. However, sales began to recover from April 2025, and the company plans to expand retail areas and develop new channels such as quick commerce in 2025. In Thailand, Indonesia, and Vietnam, high-value-added products like cooling and activated carbon sanitary pads drove sales. In India, targeting the low product penetration rate, the company introduced antibacterial care products and flat, non-individually packaged products. In the Middle East, local sales in Saudi Arabia remained stable, and new products containing olive oil components boosted exports to neighboring countries. In Japan, the company maintained a high market share through high-value-added products and social media communication strategies, with the membership of the Soft Be menstrual health management app growing steadily.

Baby Care Products

Outside Japan, the company focused on promoting pants-type diapers. In India, where the usage rate of diapers is still low, the company restarted the operation of its third factory in February 2025 to accelerate growth. In Southeast Asia (Thailand, Vietnam), market growth slowed due to declining birth rates, e-commerce price wars, and competition from local enterprises. The company implemented a dual-brand strategy (balancing high-end and cost-effective needs) and strengthened e-commerce sales. In Vietnam, the company maintained the number one market share with its innovative product Bobby One Side Open Pants (one-sided open pants-type diapers). In the Middle East, new products containing olive oil components boosted sales in Saudi Arabia and neighboring countries. In Japan, the company met differentiated needs with the moony and Mamy Poko dual brands: the moony series launched low-irritation products containing natural moisturizing ingredients, and Mamy Poko updated its packaging design to highlight the "long-lasting leak-proof" feature. Additionally, the company promoted the use of recycled fluff pulp in nursery-specific products to reduce environmental impact.

Pet Care Business

In Japan, the company launched new color series of cat litter systems that fit well with home decor, as well as cat litter and pads with plant fragrances. For dogs, the company introduced new products in the Deo Sheet series, such as the Special Mesh Guard, which claims to be odorless for up to three days without changing.

Pet care business net sales amounted to 75.578 billion yen (up 6.3% year-on-year), with profits of 12.925 billion yen (up 0.1% year-on-year).