Baby and Child-Specific Products in Japan

PRE-COVID-19 PERFORMANCE

Declining birth rate hampers growth in baby and child-specific products

Baby and child-specific products witnessed a small decline in current value terms in 2019 with this being largely due to the continuous decline in Japan’s birth rate. Japan is going through a significant population decline and the declining number of new born babies is having a direct negative impact on demand for baby and child-specific products.

Sun care and skin care benefit from increased education around skin health

Baby and child-specific skin care and sun care continued to show growth in 2019. Since a study in 2014 (by National Center for Child Health and Development) reported that moisturising is the most effective way to prevent/treat atopic dermatitis, skin care and sun care have become an increasingly important part of infant care.

Pigeon delivers strong results with broad portfolio of trusted products

Pigeon Corp remained the clear leader in baby and child-specific products in value terms in 2019, due in part to its strong presence as a leader in Japan in baby care products centred on breastfeeding. As a result of the company’s strong commitment to research and product innovation, Pigeon Corp’s products have been widely embraced by consumers across the country for their quality, safety and performance.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to see only a slight decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

Aside from parents spending more time with their children, another factor driving sales in 2020 has been the greater focus on good hygiene practices. Although government advice recommends washing hands with soap, baby wipes also offer a convenient means of cleaning the face and hands, especially when outside of the home.

Recovery and opportunities

COVID-19’s impact on sales of baby and child-specific products is expected to be only short term with the ongoing decline in Japan’s birth rate being unable to sustain growth. A growing focus on skin and sun care could help to soften this decline with these areas expected to see the most innovation.

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