Japan Baby Food Market - SP.pdf · Sales of non-milk baby foods increased by 1.7% between 2008 and 2014 to Yen XXX billion. In volume terms, sales of baby meals, drinks and finger

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Japan Baby Food Market

Sample Pages

Product Code: BF0118MR

Published Date: July 2015

Single User Price: US$ 975

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Summary

• Total volume consumption is predicted to increase by just 2.4%, as a result of increased intake of baby meals,

drinks and snacks. The milks market is expected to continue to decline.

• In volume terms, sales of baby meals, drinks and finger foods rose by 16.4% between 2008 and 2014, with all

three sub-sectors showing some growth. Over the review period, sales of meals increased by 6% in value and

16.6% in volume.

• As a result of these shopping patterns, in 2014 supermarkets accounted for only 19.5% of retail food and drink

sales. Convenience stores account for a further 6.1% and department stores, which have extensive food

departments in their basements, for 4.1%.

Scope

This report brings together multiple data sources to provide a comprehensive overview of the Baby food market.

This report draws on market data, analyzing value and volume data and channel distribution breakdown, also

highlighting which brands are witnessing the highest growth.

• Evaluate important changes in consumer behaviour and identify profitable markets and areas for product

innovation

• Analyse current and forecast behaviour trends in each category to identify the best opportunities to exploit

• Detailed understanding of consumption by individual product categories in order to align your sales and

marketing efforts with the latest trends in the market.

• Investigates which categories are performing the best and how this is changing market dynamics.

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• Get a detailed understanding of consumption to align your sales and marketing efforts with the latest trends in

the market.

• Identify the areas of growth and opportunities, which will aid effective marketing planning.

• As consumers’ product demands evolve, the dynamics between different countries also change – favoring

some countries and leaving others increasingly out of line with demand patterns. As a result, understanding

the shifting market dynamics is key to ensuring maximum future sales.

• The differing growth rates in regional product sales drive fundamental shifts in the market. This report provides

detailed, authoritative data on these changes -prime intelligence for marketers.

• Understand the market dynamics and essential data to benchmark your position and to identify where to

compete in the future.

Reasons to buy this report

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Overview

Baby Food: Market Value, Current Prices, 2008-2014

Sales of non-milk baby foods increased by 1.7% between 2008 and 2014 to Yen XXX billion. In volume terms,

sales of baby meals, drinks and finger foods rose by 16.4% between 2008 and 2014 to XXXXX tonnes, with all

three sub-sectors showing some growth. Over the review period, sales of meals increased by 6% in value and

16.6% in volume.

Yen Million

2008 2009 2010 2011 2012 2013 2014

Milks

Meals& Others

- Meals

- Drinks

- Finger Foods

TOTAL

%

Milks

Meals& Others

- Meals

- Drinks

- Finger Foods

TOTAL

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Baby Food: Market Value, Current Prices, 2008-2014 Table Continued

Index, 2008 = 100.0

Milks

Meals& Others

- Meals

- Drinks

- Finger Foods

TOTAL

% Annual Change

Milks

Meals& Others

- Meals

- Drinks

- Finger Foods

TOTAL

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Baby Milk

In value terms, the baby milks sector continues to be the larger of the market's two major sectors. In 2014, the

market was valued at Yen XX billion, up by 4% over 2013, but down by 18% over the period as a whole. The

increase in sales tax in April 2014 does not appear to have had a negative impact on the market.

Baby Milks: Sector Trends, 2008-2014

Current Prices

(Yen Million) % Value*Share

Constant Prices

(Yen Million) Tonnes(1) % Volume* Share

2008

2009

2010

2011

2012

2013

2014

Index, 2008 = 100.0

2008

2009

2010

2011

2012

2013

2014

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Baby Milk - Per Capita Trends

It is estimated that by 2014 per capita expenditure stood at Yen XXXX, 10.8% down on 2008. Despite an

estimated increase of 5.7% in 2014, consumption, at XXX kg in 2014, was considerably down on 2008 due to the

increase in breastfeeding.

Baby Milks: Per Capita Expenditure & Consumption, 2008-2014

2008 2009 2010 2011 2012 2013 2014

Current Prices (Yen)

Index, 2008 = 100.0

% Annual Change

Constant Prices (Yen)

Index, 2008 = 100.0

% Annual Change

Consumption (grams)*

Index, 2008 = 100.0

% Annual Change

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Baby Milk - Sector Segmentation

Follow-on varieties have gradually strengthened their position, and by 2014 represented around 63.5% of sales in

terms of volume. Sales of starter formula have been in decline and in 2014 were 29% down on the 2008 level.

Consumption of follow-on milks has also decreased, although by a lower percentage, declining by 15.1% since

2008.

Baby Milks: Segmentation by Type, 2008-2014

Tonnes

2008 2009 2010 2011 2012 2013 2014

First Stage

Follow-On

Special Dietary

TOTAL

%

First Stage

Follow-On

Special Dietary

TOTAL

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Methodology

Methodology includes the following steps in order to ensure a robust research programme to deliver the

highest quality market insights:

Information Scanning

Thorough investigation of all published sources worldwide to highlight gaps and decide means of obtaining

information requirements.

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Methodology

Economic Intelligence

Gathering all relevant:

• Statistical data • financial information

• Industrial data • economic information

Collection of Published Research

A thorough search to identify and obtain relevant published material using:

• Media sources • corporate literature

• Trade journals • on-line services

• ERC databank • national press

• Research institutes.

In-Country Research

Field research conducted in each country designed to:

• collect informed and up-to-date information from interviews to gauge attitudes, expectations and current market

developments.

• monitor product and brand availability, prices and facings allocation through specially commissioned retail store

checks.

In-House Research & Analysis

Based on a solid knowledge of the current market scenario and years of experience in the area of global baby

nutrition market research,further telephone interviews are carried out with leading manufacturers and industrial

competitors. The result is first-hand knowledge of new product developments, user-ship patterns, new investments

and inherent market trends.

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Related Reports

• Baby Food in the Australia

• Baby Food in China

• Baby Food in Hong Kong

• Baby Food in India

• Baby Food in Indonesia

• Baby Food in Philippines

• Baby Food in Taiwan

• Baby Food in Thailand

• Baby Food in Singapore

• Baby Food in South Korea

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Table of Contents

Executive Summary

Major Developments

Market Structure

Per Capita

Distribution

The Suppliers

The Future

Company News

Births

Live Birth Rates

Live Births by Region

The Baby Population

The Consumer

Living Standards

Eating Habits

Socio-Demographic Trends

Family Structure

Number of Women of Childbearing Age

Working Women

Female Employment

Maternity Legislation

Breastfeeding Trends

Breastfeeding Promotion

Breastfeeding Prevalence

Regulations

Marketing Legislation

Food Safety

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Table of Contents

Market Profile

Overview

Introduction

Key Features & Developments

Manufacturers

Baby Milks

Key Features & Developments

Per Capita Trends

Sector Segmentation

Manufacturers & Brands

Baby Meals

Key Features & Developments

Per Capita Trends

Sector Segmentation

Manufacturers & Brands

Baby Drinks

Key Features & Developments

Per Capita Trends

Sector Segmentation

Manufacturers & Brands

Finger Foods

Key Features & Developments

Per Capita Trends

Sector Segmentation

Manufacturers & Brands

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Table of Contents

Distribution

Grocery Retailing

Pharmacy, Drugstore and Baby Store Retailing

Baby Food Retailing

The Suppliers

Company Profiles

Introduction

Meiji Holdings

Wakodo Company Ltd

Morinaga Milk Industry

Snow Brand Milk/Bean Stalk Snow Co

Kewpie Corporation

Pigeon Corporation

Other Manufacturers

Foreign Trade

Production & Foreign Trade

Production

Imports

Exports

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Table of Contents

The Future

Future Determinants

Live Birth Trends

Effects of the 2011 Earthquake

Future Trends

Economic Background

Political & Economic Summary

Economic Background

Storechecks

Political & Economic Summary

Economic Background

Appendix

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List of Tables

Table 1: Baby Food: % Growth, 2008-2014

Table 2: Baby Food: Per Capita Consumption & Expenditure, 2013 & 2014

Table 3: Projected Market Size, 2020 & Growth Rates, 2014-2020

Table 4: Birth & Population Trends, 2004-2014

Table 5: Live Births & Crude Birth Rate by Region, 2010-2012

Table 6: The Baby Population, 2008-2014

Table 7: Expenditure on Food by Income Group, 2013

Table 8: Use of Commercial Baby Food, 1985-2005

Table 9: Attitudes to Commercial Baby Food, 2005

Table 10: Concern about Food Allergies, 2009

Table 11: Marriages, Births & Divorces, 2008-2013

Table 12: Number of Women of Childbearing Age by Age Group, 2013 & 2015

Table 13: Births by Age of Mothers, 1990-2013

Table 14: Working Women, 2008-2014

Table 15: Working Women by Age Group, 2014

Table 16: Trends in Mothers’ Employment Practices

Table 17: Breastfeeding Trends by Age of Baby, 1995, 2005 & 2010

Table 18: Breastfeeding at 6 Months, by Employment of Mothers, 2001

Table 19: Mothers’ Knowledge & Attitudes Towards Breastfeeding, 2007

Table 20: Baby Food: Market Value, Current Prices, 2008-2014

Table 21: Baby Food: Market Value, Constant Prices, 2008-2014

Table 22: Baby Food: Market Value, US Dollars, 2008-2014

Table 23: Baby Food: Market Volume, 2008-2014

Table 24: Baby Food: Per Capita Expenditure, Current Prices, 2008-2014

Table 25: Baby Food: Per Capita Expenditure, Constant Prices, 2008-2014

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Table of Contents

Table 26: Baby Food: Per Capita Expenditure, US Dollars, 2008-2014

Table 27: Baby Food: Per Capita Consumption, 2008-2014

Table 28: Baby Food: Manufacturer Share Trends, 2008-2014

Table 29: Baby Food: Manufacturer Shares by Sector, 2014

Table 30: Baby Milks: Sector Trends, 2008-2014

Table 31: Baby Milks: Per Capita Expenditure & Consumption, 2008-2014

Table 32: Baby Milks: Segmentation by Type, 2008-2014 35

Table 33: Baby Milks: Brand Price Analysis, 2014

Table 34: Baby Milks: Brand Price Positioning Analysis, 2014 37

Table 35: Baby Milks: Facings by Type of Packaging, 2014

Table 36: Baby Milks: Facings by Pack Size, 2014

Table 37: Baby Milks: Manufacturer Shares, Value, 2008-2014

Table 38: Baby Milks: Brands by Segment, 2015

Table 39: Baby Meals: Sector Trends, 2008-2014 45

Table 40: Baby Meals: Per Capita Expenditure & Consumption, 2008-2014 46

Table 41: Baby Meals: Segmentation by Type, Value, 2008-2014

Table 42: Baby Meals: Segmentation by Type, Volume, 2008-2014 47

Table 43: Sales of Baby Meals by Type, Value, 2013

Table 44: Sales of Dry Baby Meals by Type, Value, 2010-2013

Table 45: Sales of Wet Baby Meals by Type, Value, 2010-2013

Table 46: Baby Meals: Facings by Pack Type, 2014

Table 47: Baby Meals: Facings by Pack Size, 2014 54

Table 48: Baby Meals & Others: Manufacturer Shares, Value, 2008-2014

Table 49: Baby Drinks: Sector Trends, 2008-2014

Table 50: Baby Drinks: Per Capita Expenditure & Consumption, 2008-2014

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List of Tables

Table 51: Baby Drinks: Segmentation by Variety, Volume, 2008-2014

Table 52: Baby Drinks: Price Positioning, 2015

Table 53: Baby Drinks: Segmentation by Packaging, Value, 2011-2013

Table 54: Baby Drinks: Facings by Pack Size, 2014

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List of Figures

Figure 1: Baby Food: Market Size, 2008-2014

Figure 2: Baby Food: Market Segmentation, 2014

Figure 3: Manufacturer Shares, 2014

Figure 4: Baby Food: Manufacturer Representation, Value, 2014