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.
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.
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.
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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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