According to the
study, ‘THE BABY FOOD SECTOR IN JAPAN, 2018’, the
baby food market in the country continued to grow in 2017 which was mainly due
to the strong sales of prepared baby food and milk formula even though the
number of new born babies continued to decline. The country’s growth is the
main contributor that has led to a busier lifestyle for working people and with
more females getting employed, the sales of milk formula and prepared baby food
went up considerably.
Japan is one of the
most developed nations in the world. However, the population demographics raise
concern for the country when it comes to birth rates which have been low since
the 1970s. Despite a strong economy, 2017 hit the country hard as the number of
Japanese children born during the year was reported to be less than a million,
the lowest since reporting began thereby deepening the demographic crunch.
Alternately, the population decline was the highest in the nation’s history,
equivalent to a city the size of Minneapolis, Bristol or Toulouse.
Many companies have
realized the immense potential in the baby food sector. Kewpie is best known for
its jar baby food which is intended for babies at least five months of age.
Kewpie baby food is also available in sealed pouches and plastic cup containers
which have been designed in such a way that it is easy to carry them around.
Another special feature of the company is that Kewpie products do not contain
any of the seven main allergy causing ingredients such as egg, wheat, milk and
peanuts just to name a few. Wakodo is famous for its Wakodo bento boxes. The
company is also known to make frozen dried cubes of baby food. Despite such
innovative products offered by such companies, Meiji remained the leading
player in the Japanese baby food market in 2017 with a value share of nearly
one-third, even after the company’s withdrawal from baby food businesses other
than milk formula. The company has a significant presence in milk formula as
the leading player with a retail value share of nearly half the total in 2017.
The company also leads in innovation in milk formula. It had launched a unique
compressed powder milk formula HohoemiRaku-Raku Cube in 2007. The company
upgraded its development by adding arachidonic acid in 2012 and after this, the
world’s first cube type milk formula was well received by the busy parents in
Japan due to the convenience of no measuring when serving. The increasing
popularity of this product was also supported by the negative aspects of milk
formula in powder format, the dominant milk type formula in Japan.
Baby food in Japan is
expected to register positive growth for the next few years though, at a small
growth rate, in the presence of a declining number of new born babies. As more
mothers work after giving birth, it is safe to conclude that modern parents in
Japan are constantly seeking to save time and effort feeding their babies. If
current trends continue then the population is said to be reduced to a few tens
of millions by 2115 and by 2045 the country will be losing a little less than a
million residents each year.
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