Although the use of baby soap or bar soap to keep the skin of babies or children clean is widespread in Japan, many consumers are cautious about the ingredients included in these products due to concerns about the onset of infant eczema. There is growing awareness that baby soap with high surfactant content or strong alkaline cleansing power may wash away excess sebum from a young child’s skin, leading to dryness, and that milk-based baby soap (foam or bar type) is gentler for maintaining the skin's barrier function.
The strategy of targeting both babies and parents is effective because products for pregnant women and maternity gift boxes also encourage them to buy products for their children. For example, in February 2023, Weleda launched a body care cream to keep the skin around the abdomen, which changes rapidly during pregnancy, supple, and to address dryness and other skin problems and concerns, with the development of this product reflecting the opinions of midwives and women who have children.
As consumers in Japan become increasingly aware of the damage that prolonged exposure to the sun’s rays can have on the skin, they are starting to use sun protection on a daily basis rather than just for leisure time. While they also focus on protecting their children's skin, unlike adult sun care - which has a higher SPF and PA value and tends to prioritise the ultraviolet barrier function - sun protection for babies and children prioritises the use of only skin-safe ingredients and the ability to be removed with soap.
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Understand the latest market trends and future growth opportunities for the Baby and Child-specific Products industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Baby and Child-specific Products
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby and Child-specific Products research and analysis database.
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