TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: baby personal care 2
Summary category level: baby toiletries 3
Summary category level: diapers 4
Chapter 2 Introduction 5
What is this report about? 5
How to use this report 5
Market definition 6
Chapter 3 Market Overview 17
Value analysis (Yen), 2003?08 17
Value analysis (Yen), 2008?13 18
Value analysis (US dollars), 2003?08 19
Value analysis (US dollars), 2008?13 19
Volume analysis, 2003?08 21
Volume analysis, 2008?13 22
Company and brand share analysis 24
Distribution analysis 27
Expenditure and consumption per capita 29
Chapter 4 Leading Company Profiles 32
Unicharm Corporation. 32
Kao Corporation 34
Chapter 5 Category Analysis: Baby Toiletries 36
Value analysis (Yen), 2003?08 36
Value analysis (Yen), 2008?13 37
Value analysis (US dollars), 2003?08 39
Value analysis (US dollars), 2008?13 40
Volume analysis, 2003?08 42
Volume analysis, 2008?13 43
Company and brand share analysis 45
Distribution analysis 48
Expenditure and consumption per capita 50
Chapter 6 Category Analysis: Diapers 54
Value analysis (Yen), 2003?08 54
Value analysis (Yen), 2008?13 55
Value analysis (US dollars), 2003?08 57
Value analysis (US dollars), 2008?13 57
Volume analysis, 2003?08 59
Volume analysis, 2008?13 60
Company and brand share analysis 62
Distribution analysis 65
Expenditure and consumption per capita 67
Chapter 7 Country Comparison 70
Value 70
Volume 74
Market share 78
Chapter 8 PESTLE Analysis 79
Summary 79
Political analysis 80
Economic analysis 83
Social analysis 87
Technological analysis 91
Legal analysis 96
Environmental analysis 100
Chapter 9 New Product Development 104
Product launches over time 104
Recent product launches 107
Chapter 10 Macroeconomic Profile 108
Macroeconomic indicators 108
Chapter 11 Research Methodology 113
Methodology overview 113
Secondary research 114
Market modeling 115
Creating an initial data model 115
Revising the initial data model 115
Creating a final estimate 116
Creating demographic value splits 116
Primary research 116
Data finalization 117
Ongoing research 117
Chapter 12 APPENDIX 118
Future readings 118
How to contact experts in your industry 118
Disclaimer 118

LIST OF FIGURES
Figure 1: Baby personal care, Japan, value by category (JPYm), 2003?13 18
Figure 2: Baby personal care, Japan, category growth comparison, by value, 2003?13 20
Figure 3: Baby personal care, Japan, volume by category (units, million), 2003?13 23
Figure 4: Baby personal care, Japan, category growth comparison, by volume, 2003?13 23
Figure 5: Baby personal care, Japan, company share by value (%), 2007?08 25
Figure 6: Baby personal care, Japan, distribution channels by value (%), 2007?08 28
Figure 7: Baby toiletries, Japan, value by segment (JPYm), 2003?13 38
Figure 8: Baby toiletries, Japan, category growth comparison, by value, 2003?13 41
Figure 9: Baby toiletries, Japan, volume by segment (units, million), 2003?13 44
Figure 10: Baby toiletries, Japan, category growth comparison, by volume, 2003?13 44
Figure 11: Baby toiletries, Japan, company share by value (%), 2007?08 46
Figure 12: Baby toiletries, Japan, distribution channels by value (%), 2007?08 49
Figure 13: Diapers, Japan, value by segment (JPYm), 2003?13 56
Figure 14: Diapers, Japan, category growth comparison, by value, 2003?13 58
Figure 15: Diapers, Japan, volume by segment (units, million), 2003?13 61
Figure 16: Diapers, Japan, category growth comparison, by volume, 2003?13 61
Figure 17: Diapers, Japan, company share by value (%), 2007?08 63
Figure 18: Diapers, Japan, distribution channels by value (%), 2007?08 66
Figure 19: Global baby personal care market split (value terms, 2008), top five countries 71
Figure 20: Global baby personal care market value, 2003–08, top five countries 73
Figure 21: Global baby personal care market split (volume terms, 2008), top five countries 75
Figure 22: Global baby personal care market volume, 2003–08, top five countries 77
Figure 23: Annual data review process 114

LIST OF TABLES
Table 1: Baby personal care category definitions 7
Table 2: Baby personal care distribution channels 8
Table 3: Baby personal care, Japan, value by category (JPYm), 2003?08 17
Table 4: Baby personal care, Japan, value forecast by category (JPYm), 2008?13 18
Table 5: Baby personal care, Japan, value by category ($m), 2003?08 19
Table 6: Baby personal care, Japan, value forecast by category ($m), 2008?13 19
Table 7: Baby personal care, Japan, volume by category (units, million), 2003?08 21
Table 8: Baby personal care, Japan, volume forecast by category (units, million), 2008?13 22
Table 9: Baby personal care, Japan, brand share by value (%), 2007?08 24
Table 10: Baby personal care, Japan, value by brand (JPYm), 2007?08 24
Table 11: Baby personal care, Japan, company share by value (%), 2007?08 26
Table 12: Baby personal care, Japan, value by company (JPYm), 2007?08 26
Table 13: Baby personal care, Japan, distribution channels by value (%), 2007?08 27
Table 14: Baby personal care, Japan, value by distribution channel (JPYm), 2007?08 27
Table 15: Baby personal care, Japan, expenditure per capita (JPY), 2003?08 29
Table 16: Baby personal care, Japan, forecast expenditure per capita (JPY), 2008?13 29
Table 17: Baby personal care, Japan, expenditure per capita ($), 2003?08 30
Table 18: Baby personal care, Japan, forecast expenditure per capita ($), 2008?13 30
Table 19: Baby personal care, Japan, consumption per capita (units), 2003?08 31
Table 20: Baby personal care, Japan, forecast consumption per capita (units), 2008?13 31
Table 21: Unicharm Corporation. key facts 32
Table 22: Kao Corporation key facts 34
Table 23: Baby toiletries, Japan, value by segment (JPYm), 2003?08 36
Table 24: Baby toiletries, Japan, value forecast by segment (JPYm), 2008?13 37
Table 25: Baby toiletries, Japan, value by segment ($m), 2003?08 39
Table 26: Baby toiletries, Japan, value forecast by segment ($m), 2008?13 40
Table 27: Baby toiletries, Japan, volume by segment (units, million), 2003?08 42
Table 28: Baby toiletries, Japan, volume forecast by segment (units, million), 2008?13 43
Table 29: Baby toiletries, Japan, brand share by value (%), 2007?08 45
Table 30: Baby toiletries, Japan, value by brand (JPYm), 2007?08 45
Table 31: Baby toiletries, Japan, company share by value (%), 2007?08 47
Table 32: Baby toiletries, Japan, value by company (JPYm), 2007?08 47
Table 33: Baby toiletries, Japan, distribution channels by value (%), 2007?08 48
Table 34: Baby toiletries, Japan, value by distribution channel (JPYm), 2007?08 48
Table 35: Baby toiletries, Japan, expenditure per capita (JPY), 2003?08 50
Table 36: Baby toiletries, Japan, forecast expenditure per capita (JPY), 2008?13 51
Table 37: Baby toiletries, Japan, expenditure per capita ($), 2003?08 51
Table 38: Baby toiletries, Japan, forecast expenditure per capita ($), 2008?13 52
Table 39: Baby toiletries, Japan, consumption per capita (units), 2003?08 52
Table 40: Baby toiletries, Japan, forecast consumption per capita (units), 2008?13 53
Table 41: Diapers, Japan, value by segment (JPYm), 2003?08 54
Table 42: Diapers, Japan, value forecast by segment (JPYm), 2008?13 55
Table 43: Diapers, Japan, value by segment ($m), 2003?08 57
Table 44: Diapers, Japan, value forecast by segment ($m), 2008?13 57
Table 45: Diapers, Japan, volume by segment (units, million), 2003?08 59
Table 46: Diapers, Japan, volume forecast by segment (units, million), 2008?13 60
Table 47: Diapers, Japan, brand share by value (%), 2007?08 62
Table 48: Diapers, Japan, value by brand (JPYm), 2007?08 62
Table 49: Diapers, Japan, company share by value (%), 2007?08 64
Table 50: Diapers, Japan, value by company (JPYm), 2007?08 64
Table 51: Diapers, Japan, distribution channels by value (%), 2007?08 65
Table 52: Diapers, Japan, value by distribution channel (JPYm), 2007?08 65
Table 53: Diapers, Japan, expenditure per capita (JPY), 2003?08 67
Table 54: Diapers, Japan, forecast expenditure per capita (JPY), 2008?13 67
Table 55: Diapers, Japan, expenditure per capita ($), 2003?08 68
Table 56: Diapers, Japan, forecast expenditure per capita ($), 2008?13 68
Table 57: Diapers, Japan, consumption per capita (units), 2003?08 69
Table 58: Diapers, Japan, forecast consumption per capita (units), 2008?13 69
Table 59: Global baby personal care market value, 2008 70
Table 60: Global baby personal care market split (value terms ($m), 2008), top five countries 73
Table 61: Global baby personal care market volume, 2008 74
Table 62: Global baby personal care market split (volume terms, 2008), top five countries 77
Table 63: Leading players, top five countries 78
Table 64: Analysis of Japan’s Political landscape 80
Table 65: Analysis of Japan’s economy 83
Table 66: Analysis of Japan’s social system 87
Table 67: Analysis of Japan’s technology landscape 91
Table 68: Average annual salaries for researchers across countries 93
Table 69: Japan’s R&D expenditure 94
Table 70: R&D personnel in Japan, 2002–12 95
Table 71: Analysis of Japan’s legal landscape 96
Table 72: Analysis of Japan’s environmental landscape 100
Table 73: Japan baby personal care new product launches reports, by company (top five companies), 2009 104
Table 74: Japan baby personal care new product launches SKUs, by company (top five companies), 2009 105
Table 75: Japan baby personal care new product launches (reports), by flavor and fragrances, 2009 105
Table 76: Japan baby personal care new product launches (reports), by ingredients (top 10 ingredients), 2009 106
Table 77: Japan baby personal care new product launches (reports), by package tags or claims (top 10 claims), 2009 106
Table 78: Japan baby personal care new product launches - recent five launches 2009 107
Table 79: Japan population, by age group, 2003?08 (millions) 108
Table 80: Japan population forecast, by age group, 2008?13 (millions) 109
Table 81: Japan population, by gender, 2003?08 (millions) 109
Table 82: Japan population forecast, by gender, 2008?13 (millions) 110
Table 83: Japan nominal GDP, 2003?08 (JPYbn, nominal prices) 110
Table 84: Japan nominal GDP forecast, 2008?13 (JPYbn, nominal prices) 110
Table 85: Japan real GDP, 2003?08 (JPYbn, 2000 prices) 111
Table 86: Japan real GDP forecast, 2008?13 (JPYbn, 2000 prices) 111
Table 87: Japan real GDP, 2003?08 ($bn, 2000 prices) 111
Table 88: Japan real GDP forecast, 2008?13 ($bn, 2000 prices) 112
Table 89: Japan consumer price index, 2003?08 (2000=100) 112
Table 90: Japan consumer price index, 2008?13 (2000=100) 112