Kao : Baby Diaper Merries Achieved No.1 Sales ※ in Japan for 10 Consecutive Years

2017/01/20

Kao Corporation has achieved No.1 sales※ in Japan for 10 consecutive years from 2007 to 2016, for 'Merries' disposable diaper which focuses on gentleness on baby's skin. Particular focus on 'being gentle on the skin' realized by Kao's unique technique and its high quality have been well received by many customers and Merries has been people's favorite brand.
※ No.1 by brand in Japan Baby Diaper market in term of Sales Value share, based on research SRI data of INTAGE Inc., Japan from Jan. 2007 to Dec. 2016. (total of tape-type and pants-type)

'Merries,' born in 1983, was the first to adopt the 'full-surface breathable sheet' in Japan and it has particularly focused on breathability and making it rash-free to pursue 'gentleness on baby's skin' throughout its history.

In June 2016, the tape-type model was improved with about 40% increased breathability. In September of that same year, the performance of the products was improved such as by improving the wearability of the pants-type model (M-size) as well as by newly adding the S-size to its line of products.

'Merries' is currently sold in 12 countries/regions overseas including China/Indonesia/Russia and has achieved a good reputation as a high-function/high-quality disposable diaper brand that is 'gentle on the skin.' Furthermore, even under the Kao Group Mid-term Plan 2020 (K20), which started in 2017, it is positioned as one of the 100-billion-yen global brands supporting the 'profitable growth' of the future Kao Group, and will continue to be enhanced further.

Kao will continue to contribute to the Kao Way's Mission 'to strive for the wholehearted satisfaction and enrichment of the lives of people globally,' by providing innovative products and services to meet consumer needs.