About the Report 

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?

About the Experts: Caroline Hayashi, Business Development & Marketing Consultant. She has more than 15 years of experience in marketing management positions within leading luxury groups (LVMH, Richemont) in France, Germany and Japan.
She has also undertaken freelance consulting with the Japan External Trade Organisation. She has extensive expertise in brand and product management, marketing strategy and project management.