Baby Food Japan

Date: 2015-09

The Japanese market has been plagued by a steeply declining number of births, leading to a declining consumer base. In addition, the milks market, which accounts for 64.5% of value sales, has been negatively affected by rising rates of breastfeeding and bad publicity, most recently the discovery of radioactive caesium in some formula in December 2011. As a result, volume sales of milks have fallen by just over 25% over the review period. Baby meals have fared better, particularly over the last two or three years. Consumption of baby meals, drinks and finger food has risen by 18.3% since 2006. In value terms, however, the non-milks sector has been hit by declining prices, as manufacturers have sought to stimulate sales and gain share in a highly competitive environment. The meals, drinks and finger foods sectors continue to attract a regular flow of new products, new sizes and brand relaunches.

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