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 and 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.
Table Of Contents
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
List Of Tables
Table 1: Birth and Population Trends, 2005-2015
Table 2: Live Births and 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 and 2015
Table 9: Age at which Baby Food is No Longer Used, 2005 and 2015
Table 10: Marriages, Births and Divorces, 2009-2015
Table 11: Births by Age of Mothers, 1990-2015
Table 12: Number of Women of Childbearing Age by Age Group, 2013 and 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, and 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, and 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 and 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, J¥ 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 and Population Projections, 2009-2021
Table 58: Number of Women of Childbearing Age by Age Group, 2016 and 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 and Cereals, 2009-2015
Table 76: Exports of Milks and Cereals by Country of Destination, Volume, 2012-2015
Table 77: Exports of Milks and 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
List Of Figures
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 and Consumption, 2009-2015
Figure 8: Baby Meals: Sector Trends, 2009-2015
Figure 9: Baby Meals: Per Capita Expenditure and Consumption, 2009-2015
Figure 10: Baby Drinks: Sector Trends, 2009-2015
Figure 11: Baby Drinks: Per Capita Expenditure and Consumption, 2009-2015
Figure 12: Finger Foods: Sector Trends, 2009-2015
Figure 13: Finger Foods : Per Capita Expenditure and Consumption, 2009-2015
Figure 14: Milk and 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
