Vietnam's sharply growing diaper market has fewer competitors than Malaysia and elsewhere. DSG International controls more than 20% of the Malaysian market, while Japanese rival Unicharm has a 40-50% share in Thailand and Indonesia.
The disposable diaper market in Vietnam is seen growing 140% from 2016 to $974 million in 2021, according to Euromonitor. Myanmar's market is expected to expand 30% over the same period to $97 million.
To cement its presence in these growing markets, Oji will unleash major sales promotions via television commercials in Southeast Asia to boost recognition of the Genki brand. The company will market the diapers by touting their feel and high level of absorption.
Oji aims to sell 100 million disposable diapers in the four countries this year. It will consider exporting to India and the Philippines and expanding the Malaysian plant.