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Japan Baby Food Market Size by Categories, Consumer Behaviour, Trends and Forecast, 2021-2026

The baby food market in Japan was valued at $887.1 million in 2020 and is forecasted to register a growth of more than 1% during the period 2021-2026. In 2019, both per capita expenditure and consumption on baby food in Japan was higher than the global and regional levels. Baby milks accounted for the highest share of the overall baby food sector in value terms, in 2020, followed by baby wet meals, baby drinks, baby cereals and dry meals and baby finger foods.

The Japanese have more rice, fruit, and fish in their diet than most Western countries and comparatively less milk and meat. However, the Japanese are also subject to Western dietary influences, but these more often add to the existing eating pattern rather than replace it. The proportion of mothers who use commercial baby food increased significantly between 1995 and 2005. Since then, the reputation of commercially prepared baby food seems to have further improved.

Overview of the baby food market in Japan

Overview of the baby food market in Japan

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What are the market dynamics of the baby food market in Japan?

The value of the Japanese baby food sector decreased from 2014 to 2020, registering a negative growth rate. The sector is expected to grow during 2020-2026. In volume terms, the sector is expected to rise marginally by 2026, registering a CAGR growth of more than 1% during 2020-2026. In 2020, Asahi Group Holdings, Ltd. led the Japanese baby food sector in both value and volume terms. Asahi Group Holdings, Ltd. leads in the cereals & dry meals and finger foods categories, while Meiji Holdings Co Ltd dominates in the milks space.

Hypermarkets & supermarkets was the leading distribution channel in 2020, accounting for a value share of more than 40%. Hypermarkets & supermarkets was the leading distribution channel for cereals and meals. In terms of value sales in 2020, most imports of baby milks and cereals originated from Brazil. Australia, Italy, New Zealand were the biggest suppliers of other baby foods that year. Soups was the most exported sub-category among other baby foods in 2020.

Baby food market in the Asia-Pacific, in 2020

Baby food market in the Asia-Pacific, in 2020

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In the Asia-Pacific baby food sector, Japan accounted for value share of more than 3% in 2019. Japan ranks third in terms of fragmentation when compared to the leading countries in the region, with the top five companies accounting for a value share of more than 80% in 2019. Per capita consumption of baby food in Japan increased from 2014 to 2019, which was higher than both the global and the regional levels. Per capita consumption of baby food in Japan is anticipated to increase further in 2024.

What are the category classifications in Japan’s baby food market?

The baby food market in Japan is classified into baby milks, baby wet meals, baby drinks, baby cereals and dry meals and baby finger foods. Baby milks was the largest category in 2020. The baby cereals and dry meals segment is expected to register the fastest growth rate during the forecast period of 2021-2026.

Baby food market in Japan, by category

Baby food market in Japan, by category

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Who are the major players in Japan’s baby food market?

In 2020, Asahi Group Holdings, Ltd led the baby food market of Japan followed by Meiji Holdings Co Ltd, Morinaga Milk Industry Co., Ltd., Bean Stalk Snow, Kewpie Corporation, Pigeon Corporation and Ezaki Glico co., Ltd. The sector is likely to be dominated by the top three players, namely Asahi Group Holdings, Ltd., Meiji Holdings Co Ltd, and Morinaga Milk Industry Co., Ltd., accounting for more than 50% of the overall sector value sales in 2020.

Baby food market in Japan, by key players

Baby food market in Japan, by key players

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Market report scope

Market size (Year – 2020)

$887.1 million
Growth rate CAGR of >1% from 2021 to 2026
Base year for estimation 2020
Segmentation by category Baby Milks, baby wet meals, baby drinks, baby cereals and dry meals and baby finger foods
Key players Asahi Group Holdings, Ltd, Meiji Holdings Co Ltd, Morinaga Milk Industry Co., Ltd., Bean Stalk Snow, Kewpie Corporation, Pigeon Corporation, and Ezaki Glico co., Ltd.

The report provides an in-depth analysis of the following:

  • Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.
  • Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.
  • Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.
  • Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.
  • Future projections considering various trends which are likely to affect the industry.

Reasons to Buy

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

Key Players

Asahi Group Holdings, Ltd.

Meiji Holdings Co Ltd

Morinaga Milk Industry Co., Ltd.

Bean Stalk Snow

Kewpie Corporation

Pigeon Corporation

Ezaki Glico co., Ltd

Table of Contents

Table of Contents

Introduction

Executive summary

Market environment

Value and volume growth analysis by region

Growth Analysis of Japan Compared to other leading countries in the Asia Pacific market

PCC and PCE of Japan compared to global and Asia Pacific markets

Background

Births

The consumer

Socio demographic trends

Working women

Regulations

Breastfeeding promotion

Breastfeeding trends prevalence

Overview

Japan baby food sector snapshot

Market size analysis

Manufacturer shares

Category analysis

Baby milks

Baby cereals & dry meals

Baby wet meals

Baby finger foods

Baby drinks

Production and trade

Imports

Exports

Distribution

Channel share analysis

Baby food retailing

Economic background

GDP growth and inflation

Japan macroeconomic analysis

Prospects and forecasts

Population growth

Birth & population projections

Japan baby food sector forecast snapshot

Impact of COVID 19

Consumer attitude

Consumer survey insights: Japan baby food

Consumer attitude

Definition

Appendix

Summary methodology

About GlobalData

List of Tables

List of Tables

Birth & population trends, 2009 2020

Reasons couples do not have their ideal number of children, 2015

Live births and crude birth rate by region, 2014, 2017 2019

Live births by region, 2015 2019

Expenditure on food by income group, 2019

Use of commercial baby food, 1985, 1995 & 2005

Attitudes to commercial baby food, 2005

Concern about food allergies, 2009

Proportion of babies with allergies, 1999, 2004, 2009 & 2014

Consumption of sugary drinks and/or sweet snacks, 2015

Age of introduction of baby food, 2005 & 2015

Births by age of mothers, 1990, 2000, 2013, 2015 2019

Number of women of childbearing age by age group, 2009 2019

Working women, 2013 2020

Working women of childbearing age by age group, 2020

Mothers’ working patterns, 2010 2018

Trends in mothers’ employment practices at marriage and first pregnancy, 1985 2014

Breastfeeding trends by age of baby, 2005 2015

Age when stopping use of follow on/growing up milk, 2005 & 2015

Age when stopping use of follow on/growing up milk, 2005 & 2015

Breastfeeding at three months, by employment status of mothers, 2005 and 2015

Leading categories (value), 2020

Leading categories (volume), 2020

Baby food: manufacturer shares, value & volume, %, 2014 2020

Baby food: manufacturer shares by category, %, 2020

List of Figures

List of Figures

Value and volume share of Japan in the global and Asia Pacific baby food sector, 2019 2024

Japan compared to the other top countries in terms of market share, growth, and competitive landscape

PCC comparison Japan, Asia Pacific , and Global, 2014 2024

PCE comparison Japan, Asia Pacific , and Global, 2014 2024

Baby food: sector size (value), 2014 2020

Baby food: sector size (volume), 2014 2020

Market size and growth analysis by value and volume, baby food sector, 2014 2026

Baby food: manufacturer shares, value %, 2020

Baby food: manufacturer shares, volume %, 2020

Baby food: manufacturer shares by category, %, value, 2020

Market size and growth analysis by value and volume, baby milk category, 2014 2026

How would you describe your spend on baby milk products?

Baby milks: per capita expenditure & consumption, 2014 2020

Baby milks: per capita expenditure & consumption by age group, 2014 2020

Baby milks: segmentation, value and volume, 2014 2020

Leading companies (in value and volume terms) in the baby milk category, 2020

Market size and growth analysis by value and volume, baby cereals and dry meals category, 2014 2026

Baby cereals & dry meals: per capita expenditure & consumption, 2014 2020

Leading companies (in value and volume terms) in the baby cereals and dry meals category , 2020

Market size and growth analysis by value and volume, baby wet meals category, 2014 2026

Baby wet meals: per capita expenditure & consumption, 2014 2020

Leading companies (in value and volume terms) in the baby wet meals category, 2020

Market size and growth analysis by value and volume, baby finger foods category, 2014 2026

Baby finger foods: per capita expenditure & consumption, 2014 2020

Frequently Asked Questions

Japan’s baby food market was valued at $887.1 million in 2020.

Japan’s baby food market is forecasted to register a growth of more than 1% during the period of 2021-2026.

Key categories in Japan’s baby food market include baby milks, baby wet meals, baby drinks, baby cereals and dry meals and baby finger foods.

In 2020, Asahi Group Holdings, Ltd led the baby food market in Japan followed by Meiji Holdings Co Ltd, Morinaga Milk Industry Co., Ltd., Bean Stalk Snow, Kewpie Corporation, Pigeon Corporation, and Ezaki Glico co., Ltd.

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