PROSPECTS AND OPPORTUNITIES
Continuous drop in birth rate set to impact sales
Sales of baby food are expected to slightly increase in current terms and slightly decline in constant terms over the forecast period. Baby food, while poised to see an increase in per capita usage and frequency of consumption due to the rise in dual-income households, is expected to be affected by a long-term decline, especially for milk formula in retail volume terms, due to decreasing birth rates.
Snacks with functional benefits and organic baby food emerging
With increasing awareness of health and nutrition amongst Japanese consumers, companies have been strengthening their products with added value in terms of nutrition. This is especially prominent in other baby food, such as snacks for babies.
Accelerating efforts towards sustainability
Despite an increasing sustainability trend globally, environmental awareness amongst consumers is still very low in Japan. According to Euromonitor International’s Lifestyles Survey fielded in January to February 2025, more than 60% of global consumers are trying to have a positive impact on the environment through everyday actions, while the figure is still only 23% in Japan, which is the lowest amongst all surveyed countries.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
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.
The Baby Food in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baby Food in Japan?
- Which are the leading brands in Baby Food in Japan?
- How are products distributed in Baby Food in Japan?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baby Food?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Japan?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baby Food in Japan - Category analysis
KEY DATA FINDINGS
Effect of declining birth rate partially offset by increased use of baby food
Asahi Group Foods Ltd leads baby food
Health and beauty specialists is the largest channel, while e-commerce expands
Continuous drop in birth rate set to impact sales
Snacks with functional benefits and organic baby food emerging
Accelerating efforts towards sustainability
Dairy Products and Alternatives in Japan - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Baby Food
- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
-
-
- Liquid Standard Milk Formula
- Powder Standard Milk Formula
-
- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
-
- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
-
- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
-
Baby Food
This is the aggregation of milk formula, prepared, dried and other baby food.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baby Food research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!