Baby and Child-Specific Products in Japan

PROSPECTS

The declining birth rate hampers growth in baby and child-specific products

Baby and child-specific products in Japan registered a static current value performance in 2018, due to the continuous decline in the birth rate. As Japan is going through a significant population decline, the declining number of new born babies will also directly negatively impact the volume demand for baby and child-specific products in Japan over the forecast period.

Sun care sees the strongest growth

Within baby and child-specific products, baby and child-specific sun care posted a positive current value performance in 2018, due to rising awareness of the importance of sun protection at an early age; this is expected to continue in the forecast period. Skin care has long been considered as necessary only for adults by Japanese parents, so most of them did not use sun protection and skin care products for their children.

Time-saving leads to demand for products ideal for both adults and children

Seeing the growing demand for saving time and effort amongst busy parents in Japan, who are often both full-time workers, manufacturers are shifting their portfolios from products specifically marketed for children, to products ideal for both adults and children, which will allow parents to purchase for both their children and themselves at the same time. Considering the continuously declining birth rate and the increasing number of working women, a further shift from products specifically marketed for babies and young children to those can be used for both adults and children is expected, which could negatively impact the overall growth of baby and child-specific products in Japan.

COMPETITIVE LANDSCAPE

Pigeon Corp continues to lead baby and child-specific products

Pigeon Corp remained the strongest player in baby and child-specific products in value terms in 2018, due 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.

Johnson & Johnson maintains its strong presence

Johnson & Johnson continued to have a strong presence in baby and child-specific products in 2018, and saw a rising value share, supported by its high brand recognition not only in Japan, but across the world. With its more than 120 years’ experience in pioneering baby skin care, the company has a particularly strong presence in baby and child-specific skin care and toiletries.

Johnson’s Baby Oil is also popular amongst adults

Johnson’s Baby is popular both amongst those who have children and those who do not. This is because its products, which have clinically proven mildness, are suitable for the delicate skin not only of children, but also adults.

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