Ken research announced its recent production on “Baby Food in Japan” concentrates on offering the bits of knowledge on the Japanese baby food market which further incorporates the scope of the market, the market share of different segments also the macro economic conditions of Japan and how the baby food market has evolved, furthermore it also examines the prospects of this market and their purchasing patterns or attitudes towards the baby food. This production offers the current and forecast behaviour trends in each category to identify the best opportunities to exploit.
Japan and its birth rate
Economic development generally leads to more access to education and employment for women, but household policies and basic anticipations change at a much slower pace. The outcome of such situation turns out to be, the family-work hassle intensifies and women postpone marriage and childbirth or remain childless. This is what Japan is witnessing lately.
“Catastrophe” is one of the adjectives most usually used to explain Japan’s demographic condition: an aging society full of sexless couples having very less or fewer babies. Fertility is below recovered level, births are being postponed. But the situation is not yet that worse.
Japan has never made it into the “top 10” of nations experiencing the lowest total fertility rates (TFR) which is the average quantity of children a woman bears over her lifetime. And since 2005, when it lowered out at 1.26 births per woman, the TFR has been slowly but steadily growing; although the government is speculating what it hopes is a slight blip a 0.01-point dip for 2015. According to the World Data Bank, in 2013 Japan, with its 1.43 TFR, was doing better than South Korea and Singapore (both 1.19), Hong Kong (1.12) and Germany (1.38).
Despite of the total fertility rate declining, the sales of baby food elevated in 2015
The number of infants has reliably declined in Japan in the course of the most recent 20 years, from 1.2 million in 1990 to less short of what one million in 2015. The rising costs of raising children, especially the expanded costs of education and sustenance, have brought about a developing number of wedded couples choosing to have no child or just a single kid and this is bringing on the quantity of infants to decrease. Despite the fact that sales of baby food are ordinarily impacted by the number of newborn babies rather than economic conditions, current value sales of baby food increased in 2015. An expansion in the number of working mothers lacking the time to prepare less costly baby food elevated sales of prepared baby food in 2015, bringing on an uptick in value sales.
Meiji kept up its driving position in child food in Japan in 2015. Meiji is specialized in milk equation, particularly standard milk recipe and follow-on milk equation. The organization’s advantage over its rivals is that Meiji’s milk equation is the closest to regular mother’s milk; Meiji is the main organization that has effectively formulated arachidonic acid, a chemical compound normally contained in mother’s milk that encourages development in memory and mindset of infants, in milk recipe. This preferred standpoint, alongside compelling promotional and marketing effort, has helped the organization to build up a solid brand picture among buyers. Besides, Meiji is the creative pioneer in milk equation organizing. The cube-type milk formula it initially propelled in 2007 has for some time been a hit as it satisfies the requirements of occupied mothers by empowering them to make milk all the more rapidly and effectively at home and outside the house.
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Ankur Gupta, Head Marketing & Communications