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Baby Food in Japan

Baby Food in Japan


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Executive Summary

The Japanese baby food market continued to be plagued. In total, the market saw decline of 7.4% in value terms since 2009, a result of deflation, steep decline in number of births, decline in consumption of milks being the most expensive product group in the market. Total volume sales have remained more or less stable throughout the period. In 2015, they stood 1.9% higher than in 2009. Milks took 65% and meals and others took 35% of the market by value in 2015. Against the backdrop of a continuing fall in the number of births, retail sales are not expected to show much growth in real terms between 2015 and 2021.

Key Findings

The baby food market saw ups and downs between 2009 and 2015, milks took 65% and meals & others took 35% of the market by value in 2015.

The main reason for the growth in 2014 and 2015 was visitors buying baby formula to take back to their country.

A handful of local manufacturers have dominated the market, as the market relies almost totally on domestic production.

The share of the market taken by milks is expected to continue to decline, dropping below 60% of value by 2021.

The value of the baby food market in Japan is not expected to show any significant growth in real terms between 2015 and 2021.

Synopsis

The Japanese baby food market continued to be plagued. In total, the market saw decline of 7.4% in value terms since 2009, a result of deflation, steep decline in number of births, decline in consumption of milks being the most expensive product group in the market. Total volume sales have remained more or less stable throughout the period. In 2015, they stood 1.9% higher than in 2009. Milks took 65% and meals and others took 35% of the market by value in 2015. Against the backdrop of a continuing fall in the number of births, retail sales are not expected to show much growth in real terms between 2015 and 2021.

Reasons To Buy

Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.

Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.

Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.

Investigates which categories are performing the best and how this is changing market dynamics.

Introduction

Executive summary

Definitions

Background to the Market

Birth and population trends

Births by region

The consumer

Socio-demographic trends

Working women

Breastfeeding Trends

Market Overview

Market Overview

Manufacturers shares

The future

Sector Analysis

Baby milks

Baby meals

Baby drinks

Finger foods

Production and trade

Production

Exports

Company profiles

Introduction

Meiji Company Ltd

Wakado Company Ltd

Morinaga Milk Industry

Snow Brand Milk/Bean Stalk Snow Co

Kewpie Corporation

Pigeon Corporation

Glico

Other suppliers

Distribution

Retail structure

Economic background

Economic background

Key macro-economic forecasts

Prospects and forecasts

Birth and population projections

Forecast overview

Future trends

Appendix

Additional data tables

Summary methodology

About Canadean

Figure 1: Baby Food: Market Size, 2009-2015

Figure 2: Baby Food: Market Segmentation, 2015

Figure 3: Baby Food: Per Capita, 2009-2015

Figure 4: Baby Food: Manufacturer Shares, % Value, 2015

Figure 5: Baby Food: Manufacturer Shares by Sector, % Value, 2015

Figure 6: Baby Milks: Sector Trends, 2009-2015

Figure 7: Baby Milks: Per Capita Expenditure & Consumption, 2009-2015

Figure 8: Baby Meals: Sector Trends, 2009-2015

Figure 9: Baby Meals: Per Capita Expenditure & Consumption, 2009-2015

Figure 10: Baby Drinks: Sector Trends, 2009-2015

Figure 11: Baby Drinks: Per Capita Expenditure & Consumption, 2009-2015

Figure 12: Finger Foods: Sector Trends, 2009-2015

Figure 13: Finger Foods : Per Capita Expenditure & Consumption, 2009-2015

Figure 14: Milk & Cereals : Country of Destination, Top Four, % Volume, 2015

Figure 15: Baby Food: Manufacturer Shares, Value %, 2015

Figure 16: Baby Food: Market Size, 2015-2021

Figure 17: Baby Food: Market Segmentation, 2021

Figure 18: Baby Food: Per Capita, 2015-2021

Table 1: Birth & Population Trends, 2005-2015

Table 2: Live Births & Crude Birth Rate by Region, 2010-2014

Table 3: Expenditure on Food by Income Group, 2015

Table 4: Use of Commercial Baby Food, 1985-2005

Table 5: Attitudes to Commercial Baby Food, 2005

Table 6: Concern about Food Allergies, 2009

Table 7: Consumption of Sugary Drinks and/or Sweet Snacks, 2015

Table 8: Age of Introduction of Baby Food, 2005 & 2015

Table 9: Age at which Baby Food is No Longer Used, 2005 & 2015

Table 10: Marriages, Births & Divorces, 2009-2015

Table 11: Births by Age of Mothers, 1990-2015

Table 12: Number of Women of Childbearing Age by Age Group, 2013 & 2016

Table 13: Working Women, 2009-2015

Table 14: Working Women by Age Group, 2015

Table 15: Trends in Mothers' Employment Practices at First Pregnancy

Table 16: Breastfeeding Trends by Age of Baby, 2005-2015

Table 17: Breastfeeding at 3 Months, by Employment Status of Mothers, 2005 and 2015

Table 18: Market Size, 2015, & Growth Rates, 2009-2015

Table 19: Baby Food: Manufacturer Shares, Value , %, 2010-2015

Table 20: Baby Food: Manufacturer Shares by Sector, % Value, 2015

Table 21: Projected Market Size, 2021, & Growth Rates, 2015-2021

Table 22: Baby Milks: Segmentation by Type, Volume, 2009-2015

Table 23: Baby Milks: Brand Price Positioning Analysis, 2016

Table 24: Baby Milks: Changes in Pack Sizes, 2008-2015

Table 25: Baby Milks: Facings by Pack Size, 2016

Table 26: Baby Milks: Manufacturer Shares, Value %, 2009-2015

Table 27: Baby Meals: Segmentation by Type, Value,2009-2015

Table 28: Baby Meals: Segmentation by Type, Volume,2009-2015

Table 29: Baby Meals: Number of Products on Sale, 2014 and 2015

Table 30: Sales of All Baby Meals by Type, Value, 2015

Table 31: Sales of Dry Baby Meals by Type, Value, 2010-2015

Table 32: Sales of Wet Baby Meals by Type, Value, 2010-2015

Table 33: Savory Baby Meals: Price Positioning, 2016

Table 34: Sweet Baby Meals: Price Positioning, 2016

Table 35: Baby Meals: Volume Segmentation by Pack Type, 2009-2015

Table 36: Baby Meals: Facings by Pack Type, 2016

Table 37: Baby Meals: Facings by Pack Size, 2016

Table 38: Baby Meals & Others: Manufacturer Shares, Value, 2010-2015

Table 39: Baby Drinks: Segmentation by Variety, Volume, 2009-2015

Table 40: Baby Drinks: Price Positioning, 2016

Table 41: Baby Drinks: Segmentation by Packaging, Value, 2011-2015

Table 42: Baby Drinks: Facings by Pack Size, 2016

Table 43: Finger Foods: Price Positioning, 2016

Table 44: Finger Foods: Facings by Pack Type, 2016

Table 45: Finger Foods: Facings by Pack Size, 2016

Table 46: Domestic Production of Baby Milk, 2009-2015

Table 47: Meiji Holdings: Financial Performance, 2013-2016

Table 48: Wakodo: Financial Performance, 2009-2015

Table 49: Morinaga Milk Industry: Financial Performance, 2010-2016

Table 50: Meg Milk Snow Brand Milk Products: Financial Highlights, 2010-2016

Table 51: Kewpie Corp: Financial Performance, 2009-2015

Table 52: Pigeon Corporation: Financial Performance, 2010-2016

Table 53: Packaged Food Sales by Channel, JYEN Billion, 2009-2015

Table 54: Major Drugstore Chains, 2013 and 2015/16

Table 55: Economic Indicators, 2009-2016

Table 56: Key Macro-Economic Forecasts, 2015-2021

Table 57: Birth & Population Projections, 2009-2021

Table 58: Number of Women of Childbearing Age by Age Group, 2016 & 2020

Table 59: Baby Population, Number of Babies ('000), 2005-2021

Table 60: Baby Food: Market Value, Current Prices, 2009-2015

Table 61: Baby Food: Market Value, Constant Prices, 2009-2015

Table 62: Baby Food: Market Value, US$ Million, 2009-2015

Table 63: Baby Food: Market Volume, Tons, 2009-2015

Table 64: Baby Food: Per Capita Expenditure, Current Prices, 2009-2015

Table 65: Baby Food: Per Capita Expenditure, Constant Prices, 2009-2015

Table 66: Baby Food: Per Capita Expenditure, US Dollors, 2009-2015

Table 67: Baby Food: Per Capita Consumption, Grams, 2009-2015

Table 68: Baby Milks: Sector Trends, 2009-2015

Table 69: Baby Milks: Segmentation by Stage, % Volume, 2009-2015

Table 70: Baby Milks: Segmentation by Stage, % Value, 2010-2015

Table 71: Baby Milks: Brand Price Analysis, 2016

Table 72: Meals: Sector Trends, 2009-2015

Table 73: Drinks : Sector Trends, 2009-2015

Table 74: Finger Foods: Sector Trends, 2009-2015

Table 75: Exports of Milks & Cereals, 2009-2015

Table 76: Exports of Milks & Cereals by Country of Destination, Volume, 2012-2015

Table 77: Exports of Milks & Cereals by Country of Destination, Value, 2012-2015

Table 78: Baby Food: Market Value Forecasts, Current Prices, 2015-2021

Table 79: Baby Food: Market Value Forecasts, Constant Prices, 2015-2021

Table 80: Baby Food: Market Value Forecasts, US Dollar Million, 2015-2021

Table 81: Baby Food: Market Volume Forecasts, Tons, 2015-2021

Table 82: Baby Food: Per Capita Expenditure, Current Prices, 2015-2021

Table 83: Baby Food: Per Capita Expenditure, Constant Prices, 2015-2021

Table 84: Baby Food: Per Capita Expenditure, US Dollars, 2015-2021

Table 85: Baby Food: Per Capita Consumption, Grams, 2015-2021

Table 86: Baby Food: Facings Allocation by Product Type

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Meiji Company Ltd, Wakodo Company Ltd, Morinaga Milk Industry, Snow Brand Milk/Bean Stalk Snow Co, Kewpie Corporation, Pigeon Corporation, Glico Group, Ajisenshioji, Danone Japan.


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