Table of Contents
Baby Food Japan examines the trends in the baby food market for 2006-2012, with forecasts to 2018. It examines how live birth rates, breastfeeding trends, the economic crisis, new product and packaging developments, changing attitudes and safety concerns have affected the market for baby milks, cereals, meals, drinks and finger foods.
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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