In 2022, Japan's birthrate hit an all-time low making it worldwide news. It prompted the government to vote a new comprehensive financial package to facilitate child-rearing in Japan and thus boost the birthrate again. At the same time, societal changes, such as the steady rise of dual-income and nuclear families, have changed the needs and dynamics of child-rearing and parents over time. Meanwhile Japan, as one of the leading economies in the world, boasts a highly developed and innovative market for baby goods. As a very mature market, however, it is highly saturated and competitive.

In such a complex context, how is the baby goods market evolving in Japan, what are current and future trends, and what opportunities can still be found?

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Publication date: December 2023

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