Milk formula, while poised to see an increase in per-baby-capita usage and frequency of use due to the rise in dual-income households, is expected to see a consistent decline in retail volume terms in Japan in the forecast period, due to the decreasing birth rate. According to population statistics released by the Ministry of Health, Labour and Welfare, the number of births in Japan fell below 800,000 for the first time in 2022, with a further decline in 2023, with a 5% decrease from the previous year.
Although Japan faces a continued decline in the birth rate, there is emerging potential for growth in the per-baby-capita use of baby food, driven by the rise of dual-income households and the diversification of parenting styles. The transformation in child-rearing attitudes, especially amongst Reiwa era parents, marks a significant shift.
Despite a decreasing birth rate, liquid standard milk formula is expected to continue growing in both retail volume and current value terms. This growth is largely attributed to Japan’s vulnerability to natural disasters such as earthquakes and typhoons, which has led to a sustained demand for emergency preparedness supplies.
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Understand the latest market trends and future growth opportunities for the Baby Food 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baby Food industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby Food
This is the aggregation of milk formula, prepared, dried and other baby food.
See All of Our DefinitionsThis report originates from Passport, our Baby Food research and analysis database.
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