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The Baby Food Sector in Japan, 2018

The Baby Food Sector in Japan, 2018

Summary

The Baby Food Sector in Japan, 2018, is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Japanese market.

Although baby food is expensive by international standards, it remains affordable to most mothers, but the market has been plagued by steeply declining birth numbers. Value sales have been static as a result of deflation and a decline in consumption of milks, the most expensive category. Volume sales have risen a little, growth mostly coming from meals and drinks, but milks have been negatively affected by rising breastfeeding rates and bad publicity. The market relies almost totally on domestic production. A handful of local manufacturers (Meiji, Wakodo, Morinaga Milk, Kewpie, Pigeon and Snow Brand Beanstalk) have dominated the market since its inception. Imports are negligible, but exports have increased strongly since 2013. The top three manufacturers accounted for 68.3% of 2017 market value. The withdrawal of Meiji from the non-milk categories in 2016 boosted the shares of most of its competitors. Pharmacies and drugstores continue to account for a significant share of value sales, thanks to their importance in milks, but specialist baby stores have seen their share rise. Supermarkets and hypermarkets (including their online shopping sites) are particularly important in urban areas, and now form the most important channel. Against the backdrop of a continuing fall in the number of births and low price rises, retail sales are not expected to show much growth in real terms between 2017 and 2023. Consumption is predicted to increase marginally.

What else does this report offer?

  • 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.
Scope
  • Japanese consumers are generally very health-conscious and are used to paying relatively high prices for premium and organic products.
  • Manufacturers have increased the number of ranges that do not contain the most common allergens. In late 2010, Kewpie advertised a new line as 7-dai allergen fushiyo
  • In value terms, wet meals made up 84.4% of the total in 2016, and increased over the 79.4% they claimed in 2010. In 2015 and 2016, however, the last two years for which figures are available, dry meals rallied slightly, claiming 15.6% of retail sales in 2016, compared with only 14.2% in 2014.
  • With birth rates expected to continue falling, the overall size of the baby population (aged 0-3 years) is expected to decline to 2.6 million by 2023, compared with 2.9 million in 2017, a decrease of 12.4%.
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
Definations
Background to the Market
Birth
The Consumer
Socio-Demographic Trends
Working Women
Regulations
Breastfeeding Trends
Market Overview
Sector Overview
Manufacturers Shares
The Future
CategoryAnalysis
Baby Milks
Meals
Baby Drinks
Finger Foods
Production and trade
Production
Exports
Company profiles
Meiji Company Ltd
Wakodo Company Ltd
Morinaga Milk Industry
Snow Brand Milk/Bean Stalk Snow Co.
Kewpie Corporation
Pigeon Corporation
Glico Group
Other Manufacturers
Distribution
Baby Food Retailing
Economic Background
Key Macroeconomic Forecasts
Prospects and forecasts
Birth & Population Projections
Forecast Overview
Consumer Attitude
Appendix
List of Tables
Table 1: Birth & Population Trends, 2007-2017
Table 2: Live Births & Crude Birth Rate by Region, 2012-2016
Table 3: Expenditure on Food by Income Group, 2016
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: Births by Age of Mothers, 1990-2016
Table 11: Number of Women of Childbearing Age by Age Group, 2013 & 2017
Table 12: Working Women, 2011-2017
Table 13: Working Women of Childbearing Age by Age Group, 2016
Table 14: Trends in Mothers' Employment Practices at Marriage and First Pregnancy
Table 15: Breastfeeding Trends by Age of Baby, 2005-2015
Table 16: Breastfeeding at three Months, by Employment Status of Mothers, 2005 and 2015
Table 17: Sector Size, 2017, & Growth Rates, 2011-2017
Table 18: Baby Food: Manufacturer Shares, Value %, 2011-2017
Table 19: Baby Food: Manufacturer Shares by Sector, Value & Volume %, 2017
Table 20: Projected Market Size, 2023, & Growth Rates, 2017-2023
Table 21: Baby Milks: Category Size, 2017
Table 22: Baby Milks: Category Growth, % 2011-2017
Table 23: Baby Milks: Brand Price Positioning Analysis, 2017
Table 24: Baby Milks: Facings by Type of Packaging, 2017
Table 25: Baby Milks: Changes in Pack Sizes, 2008-2017
Table 26: Baby Milks: Facings by Pack Size, 2017
Table 27: Baby Milks: Manufacturer Shares, Value %, 2011-2017
Table 28: Baby Meals: Category Size, 2017
Table 29: Baby Meals: Category Growth, % 2011-2017
Table 30: Baby Meals: Segmentation by Type, % Value, 2010-2016
Table 31: Baby Meals: Segmentation by Type, Volume, 2010-2016
Table 32: Baby Meals: Number of Products on Sale, 2014 & 2015
Table 33: Sales of All Baby Meals by Type, Value, 2016
Table 34: Sales of Dry Baby Meals by Type, Value, 2012-2016
Table 35: Sales of Wet Baby Meals by Type, Value, 2012-2016
Table 36: Savory Baby Meals: Price Positioning, 2017
Table 37: Sweet Baby Meals: Price Positioning, 2017
Table 38: Baby Meals: Volume segmentation by Pack Type, 2010-2016
Table 39: Baby Meals: Facings by Pack Type, 2017
Table 40: Baby Meals: Facings by Pack Size, 2017
Table 41: Baby Meals & Others: Manufacturer Shares, Value, 2012-2017
Table 42: Baby Drinks: Category Size, 2017
Table 43: Baby Drinks: Category Growth, % 2011-2017
Table 44: Baby Drinks: Segmentation, Volume, 2010-2016
Table 45: Baby Drinks: Price Positioning, 2017
Table 46: Baby Drinks: Segmentation by Pack Type, Value, 2011-2016
Table 47: Baby Drinks: Facings by Pack Size, 2017
Table 48: Finger Foods: Category Size, 2017
Table 49: Finger Foods : Category Growth, % 2011-2017
Table 50: Finger Foods: Price Positioning, 2017
Table 51: Finger Foods: Facings by Pack Size, 2017
Table 52: Finger Foods: Facings by Pack Type, 2017
Table 53: Domestic Production of Baby Milk, 2010-2016
Table 54: Meiji Holdings: Financial Performance, 2013-2017
Table 55: Wakodo: Financial Performance, 2010-2015
Table 56: Morinaga Milk Industry: Financial Performance, 2011-2017
Table 57: Megmilk Snow Brand Milk Products: Financial Highlights, 2011-2017
Table 58: Kewpie Corp: Financial Performance, 2010-2015
Table 59: Pigeon Corporation: Financial Performance, 2011-2017
Table 60: Baby Food: Sales by Outlet Type, % Value, 2011-2016
Table 61: Baby Food: Sales by Category & Outlet Type, % Value, 2016
Table 62: Key Macroeconomic Indicators, 2011-2018
Table 63: Key Macroeconomic Forecasts, 2017-2023
Table 64: Birth & Population Projections, 2011-2023
Table 65: Baby Food: Category Growth 2017-2023
Table 66: Baby Population, Number of Babies ’000, 2007-2023
Table 67: Number of Women of Childbearing Age by Age Group, 2013, 2017 & 2020
Table 68: Baby Food: Market Value, Current Prices, 2011-2017
Table 69: Baby Food: Market Value, Constant Prices, 2011-2017
Table 70: Baby Food: Market Value, US$ Million, 2011-2017
Table 71: Baby Food: Market Volume, Tons, 2011-2017
Table 73: Baby Food: Per Capita Expenditure, Constant Prices, 2011-2017
Table 74: Baby Food: Per Capita Expenditure, US Dollars, 2011-2017
Table 75: Baby Food: Per Capita Consumption, Grams, 2011-2017
Table 76: Baby Milks: Category Trends, 2011-2017
Table 77: Baby Milks: Category Segmentation, Value & Volume, 2011-2017
Table 78: Baby Milks: Brand Price Analysis, 2017
Table 79: Baby Meals: Category Trends, 2011-2017
Table 80: Baby Drinks: Category Trends, 2011-2017
Table 81: Finger Food: Category Trends, 2011-2017
Table 82: Exports of Milks & Cereals, 2010-2016
Table 83: Exports of Milks & Cereals by Country of Destination, Volume, 2012-2016
Table 84: Exports of Milks & Cereals by Country of Destination, Value, 2012-2016
Table 85: Baby Food: Market Value Forecasts, Current Prices, 2017-2023
Table 86: Baby Food: Market Value Forecasts, Constant Prices, 2017-2023
Table 87: Baby Food: Market Value Forecasts, US$ Million, 2017-2023
Table 88: Baby Food: Market Volume Forecasts, Tons, 2017-2023
Table 89: Baby Food: Per Capita Expenditure, Current Prices, 2017-2023
Table 90: Baby Food: Per Capita Expenditure, Constant Prices, 2017-2023
Table 91: Baby Food: Per Capita Expenditure, US$, 2017-2023
Table 92: Baby Food: Per Capita Consumption, Grams, 2017-2023
Table 93: Baby Food: Facings Allocation by Product Type
List of Figures
Figure 1: Baby Food: Sector Size, 2011-2017
Figure 2: Baby Food: Per Capita, 2011-2017
Figure 3: Baby Food: Sector Segmentation, 2017
Figure 4: Baby Food: Manufacturer Shares, Value, 2017
Figure 5: Baby Food: Manufacturer Shares, Value %, 2017
Figure 6: Baby Food: Manufacturer Shares, Volume %, 2017
Figure 7: Baby Food: Manufacturer Shares by Category, % Value, 2017
Figure 8: Baby Milks: Category Trends, 2011-2017
Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2011-2017
Figure 10: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2011-2017
Figure 11: Baby Milks: Segmentation, Value and Volume, 2011-2017
Figure 12: Baby Drinks: Category Trends, 2011-2017
Figure 13: Baby Drinks: Per Capita Expenditure & Consumption, 2011-2017
Figure 14: Finger Foods: Category Trends, 2011-2017
Figure 15: Finger Foods: Per Capita Expenditure & Consumption, 2011-2017
Figure 16: Baby Food: Sector Size, 2017-2023
Figure 17: Baby Food: Per Capita, 2017-2023
Figure 18: Baby Food: Sector Segmentation, 2023

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