No.2375
03/25/2020

Baby Goods and Service Market in Japan: Key Research Findings 2019

Yano Research Institute (the President, Takashi Mizukoshi) conducted a survey on the domestic baby goods and services market and found out the market trend by category, trend of market players, and future outlook.


Transition of Baby Goods and Services Market Size
Transition of Baby Goods and Services Market Size

Market Overview

The domestic baby goods and services market in 2018 rose by 4.5% from the previous year to achieve 4,121.0 billion yen.

In the situation where expansion of domestic demand cannot be expected due to decreasing number of births, stable inbound demand and favorable overseas sales via e-commerce led some baby goods to show upturn from the market scale down. However, enforcement of the ecommerce sales law in China slowed down the demand by the Chinese people, which caused the baby goods market in general being in a predicament again. On the other hand, some products that are convenient or that help healthy growth of babies such as powdered milk, baby food, and baby-feeding items are on the rise, eagerly demanded domestically and from abroad.

As for the market of services for babies, in addition to various governmental measures to satisfy childcare services, dispensing with fees for nursery care and education for infants since October 2019 has increased the demand for the facilities for infant care, expanding the market of day care centers and nursery care facilities for infants, which is boosting the entire baby goods and services market.  

Noteworthy Topics

Trends of Ready-to-Feed Formula

Japan amended the country’s milk regulations under the Food Sanitation Act and established new standards for liquid infant formula or ready-to-feed formula, which led such formula to be permitted for manufacture and sale in Japan now, whereas only powdered infant formula was previously allowed. Since spring of 2019, ready-to-feed formula has started being sold by the two domestic powdered milk makers.

Usual feeding of babies using powdered milk requires the processes of measuring the powdered milk, dissolving it with hot water, and then to cool them, taking some time and labor. To the contrary, ready-to-feed formula can be fed to the baby right away after opening the package and to it put into the feeding bottle, much convenient than powdered milk.

Convenience of ready-to-feed formula has recently attracted attention to feed babies at emergency shelters at the time of natural disasters such as an earthquake or flooding. Mothers appreciate highly of ready-to-feed formula, not only because it is convenient at the emergency, but also in the daily feeding to save labor for preparation.

Increasing appreciation and demand for such liquid formula can lead to more market entry, which is likely to encourage further development of the products to cope with allergy, and also of their packages and capacity.

Future Outlook

The domestic baby goods and services market in 2019 is estimated to grow by 4.4% from the previous year to achieve 4,303.0 billion yen.

The baby goods market is likely to be on the decline in the long run, due to decreasing number of births bringing about smaller number of children, but some products that help alleviate the labor or those that support the safety/security of and healthy growth of infants such as baby food, powdered milk, baby-feeding items, and skincare items are likely to expand the market.

As for the services for babies, new launch of childcare facilities and increase in the number of children using such facilities, the market of infant care facilities is expected to rise especially in major cities and metropolitan areas. In addition, dispensing with fees for nursery care and education for infants since October 2019 is likely to bring about further expansion of the market of day care centers and nursery care facilities for infants, which continues to boost the entire baby goods and services market.

Research Outline

1.Research Period: October to December 2019
2.Research Object: Companies developing goods and services for babies, expecting mothers, and raising children
3.Research Methogology: Face-to-face research by the expert researchers, surveys via telephone & email, and literature research

The Baby-Goods and Services Market

The domestic baby goods and services market in this research indicate the market of products for babies (age 0-2), giving birth, and raising children (i.e., food, clothing, personal belongings, toys/intellectual training goods/information goods), as well as of the services for babies, expecting mothers, and raising children (i.e., maternity schools, nursery schools/day-care facilities for children, baby sitters, baby goods rental services, and etc.) Note that some goods and services for infants of 3 years of age or more are included.

<Products and Services in the Market>

Products for giving birth and raising children (feeding bottle, infant nipple, baby tableware, baby diapers, skincare goods, baby beds, sleeping goods for babies, prams/baby buggies, baby chairs & racks, child safety seats, baby carriers), food (powdered milk, baby food), clothing (baby clothing and shoes), maternity clothing, toys & publications (intellectual training toys, toys for toddlers, magazines for raising babies, picture books, intellectual culture books), infants related services (maternity schools, nurseries/day-care centers for children, baby sitters, baby goods rental services)

Published Report

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