Unicharm Philippines, together with Shopee Philippines, held “Unicharm Fiesta” on September 3, 2026, at The Podium West Tower, an intimate gathering celebrating the company’s latest and best-selling products in the local market.
The event spotlighted three of Unicharm’s key sub-brands: Sofy, described by the organizers as offering reliable and comfortable menstrual care designed to support every Filipina’s lifestyle; MamyPoko, the company’s baby diaper line touted for its Japan-quality, highly absorbent technology; and Certainty, an incontinence care line that likewise features Japan-quality absorbent technology.
On the sidelines of the event, Unicharm Philippines President Leonel Alivio discussed the company’s local strategy, market positioning, and growth outlook.
Segmented, Localized Approach
Alivio said Unicharm’s edge lies in its presence across all socio-economic segments — A, B, C, D, and E — a reach he said competitors such as Pampers and Kimberly-Clark do not have because of their unified global packaging and communication strategies.
He attributed this to Unicharm’s Local Management Unit (LMU) structure, under which each country develops its own products and communications. In the Philippines, this includes Tagalog-language messaging on packaging, which Alivio said makes it easier to convey the products’ functional and emotional benefits to Filipino consumers.
Three-Tier Pricing And Sourcing
According to Alivio, Unicharm Philippines sources its products at three different price points. Economy-line products are manufactured locally at the company’s factory in Caloocan and are aimed at the mass market. Standard-line, mid-priced products are imported from Thailand and Indonesia. Premium products imported from Japan are positioned for A and B consumers.
Alivio said the manufacturing process and quality control are consistent across all three tiers, though raw materials and product performance — such as absorbency and softness — vary depending on the production site.
E-commerce Partnerships
Alivio said the diaper category has become more dynamic with the entry of cross-border products from China, which he said changed market conditions that were previously shaped mainly by offline retail. In response, Unicharm has partnered with e-commerce platforms Shopee, Lazada, and TikTok to reach new sets of online shoppers.
He added that Unicharm offers platform-exclusive products for each of the three platforms, which he said helps build goodwill and strengthen partnerships with them.
Business Performance
Alivio said Unicharm Philippines has met its sell-in and sell-out financial targets for the year, calling 2026 a good year for the company.
Shift Toward Pet Care, Wellness Care
Looking ahead, Alivio identified pet care as the company’s biggest growth opportunity over the next three years, noting that Unicharm’s Local Management Units across markets are building up the category. He said the shift comes as the baby care category declines, which he linked to falling marriage and birth rates among Gen Z and Gen X consumers.
Alivio said Unicharm also plans to strengthen its feminine care category by introducing more innovative products, such as light incontinence solutions for women experiencing mid-life incontinence issues. He likewise pointed to wellness care — specifically adult diapers — as a growing segment that the company expects to expand through 2030 to 2040.
Alivio said Unicharm plans to launch pet food, pet toiletries, toilet sand, and toilet-training products within the next two years.