The Japan baby formula market is projected to add USD 23.1 million in value over the next five years, implying modest average annual growth of around 1.2% through 2030. In the near term, retail value sales have come under pressure, largely reflecting the long-running decline in the birth rate, which continues to shrink the underlying consumer base. This demographic drag, however, is being partially offset by rising usage rates, as structural shifts in family life reshape feeding practices. The growing prevalence of dual-income households, earlier maternal return to work and greater paternal involvement in childcare are encouraging parents to adopt a more pragmatic view of commercial baby formula as a reliable and time-efficient feeding solution. Among digitally native parents in particular, proactive information-seeking behaviour has accelerated acceptance and frequency of use, diluting traditional preferences for exclusive breastfeeding and home-prepared foods.
Within the category, liquid standard formula has emerged as the most dynamic subsegment, moving beyond its historical role as an emergency option. Its ready-to-feed convenience, which eliminates the need for water preparation or heating, aligns closely with everyday use cases such as night-time feeding, travel and on-the-go consumption. Demand has also been reinforced by Japan’s heightened disaster preparedness mindset, as frequent earthquakes and typhoons have increased the appeal of shelf-stable, instantly usable nutrition. As a result, liquid formula is increasingly being integrated into routine feeding patterns rather than reserved solely for contingency scenarios, helping to support category resilience despite falling birth numbers.
Over the forecast period, overall sales are expected to edge up slightly in current value terms, while declining marginally in real terms once price effects are stripped out. The structural downtrend in births will remain a key constraint, particularly on volume growth, and gains in per-capita consumption are unlikely to fully offset the demographic impact. Manufacturers are responding by broadening their role beyond product supply, investing in digital parenting support such as nutrition advice applications, feeding logs and meal suggestions that reduce the cognitive and time burden of childcare. Complementary initiatives aimed at easing family travel and daily routines are also being deployed to reinforce brand relevance and indirectly stimulate formula demand.
Rising health and nutrition awareness is further reshaping the market mix. Functional formulas fortified with nutrients such as iron, calcium and DHA are gaining traction as parents seek to address common dietary gaps and support developmental outcomes, while organic and naturally positioned products are gradually expanding to meet demand for cleaner labels and perceived safety. In distribution, health and beauty specialist stores continue to dominate, supported by dense store networks, one-stop shopping convenience and nationwide coverage. E-commerce, however, is the fastest-growing channel, benefiting from time-constrained working parents, cost savings from bulk purchasing and the long shelf life of formula, which removes cold-chain constraints. Alongside these trends, sustainability initiatives are gaining visibility, with manufacturers adopting lighter packaging, extending shelf life to reduce waste and emphasising eco-friendly design cues, laying the groundwork for a gradual increase in consumer receptivity to sustainability-led propositions over the longer term.
Designed to support strategic decision-making, this report provides a thorough analysis of the baby formula market in Japan. With the latest update completed in 2025, it features key market metrics, historical developments from 2020 onward, and forecasts to 2030. Whether used for opportunity assessment, market sizing, or competitive planning, this report delivers actionable intelligence.
What’s Inside the Report
Annual market size figures expressed in (Tons/JPY/USD), spanning 2020 to 2030. The dataset includes both historical actuals and forecasts, along with CAGR calculations for historical and projected periods.
Market Segmentation
The Japan baby formula market is structured as follows:
Product type – e.g., standard infant formula, follow-up formula, special formulas
Form – e.g., liquid, powder
Packaging type – e.g., carton bottles, flexible packaging, metal cans and bottles, paper containers, plastic bottles
Distribution channel – e.g., e-commerce, hypermarkets, supermarkets, others
Macroeconomic & Demographic Indicators
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
Market share analysis is included for the baby formula industry in Japan, shedding light on the relative scale and market presence of major firms. Leading companies include: Asahi Group Holdings, Ltd., Ezaki Glico Co., Ltd., Megmilk Snow Brand Co., Ltd., Meiji Holdings Co., Ltd., Morinaga Milk Industry Co., Ltd., etc.
This report provides market share data for leading players in the overall baby formula market, as well as in key segments including infant formula, standard infant formula, follow-up formula and special formulas.
Market share analysis covered in the report:
Japan infant formula market share
Japan standard infant formula market share
Japan follow-up formula market share
Japan special formulas market share
Why Choose This Report?
Designed as a concise yet in-depth data snapshot, this publication is tailored for professionals seeking accurate, timely, and actionable quantitative insights. Whether you’re a market entrant, investor, or established player, the report is built to support robust business decisions with confidence.
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Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Japan Baby Formula Market – Product Type Analysis
Japan Baby Formula Market – Form Analysis
Japan Baby Formula Market – Packaging Type Analysis
Japan Baby Formula Market – Distribution Channel Analysis
Company Shares Analysis
Asahi Group Holdings, Ltd.
Ezaki Glico Co., Ltd.
Megmilk Snow Brand Co., Ltd.
Meiji Holdings Co., Ltd.
Morinaga Milk Industry Co., Ltd.
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Japan Baby Formula Market 2020-2030
Chart Japan Baby Formula Market, Net Growth, 2020-2030
Chart Japan Baby Formula Market, Growth Rates, 2020-2030
Table Japan Baby Formula Market by Product Type, 2020-2030
Chart Japan Baby Formula Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Japan Baby Formula Market by Product Type, 2020-2030
Table Japan Baby Formula Market by Form, 2020-2030
Chart Japan Baby Formula Market by Form, CAGR Historic and Forecast, 2020-2030
Chart Japan Baby Formula Market by Form, 2020-2030
Table Japan Baby Formula Market by Packaging Type, 2020-2030
Chart Japan Baby Formula Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Japan Baby Formula Market by Packaging Type, 2020-2030
Table Japan Baby Formula Market by Distribution Channel, 2020-2030
Chart Japan Baby Formula Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Japan Baby Formula Market by Distribution Channel, 2020-2030
Table Japan Baby Formula Market Share (%), by Companies, 2020-2025
Chart Japan Baby Formula Market, by Companies, 2025
Table Japan Baby Formula Market Share (%), by Brands, 2020-2025
Chart Japan Baby Formula Market, by Brands, 2025
Table Japan – Population (Millions) and Forecast
Table Japan – Consumer Price Index (CPI) and Forecast
Table Japan – Gross Domestic Product and Forecast
Table Japan Baby Formula Market: Spend as a Proportion of GDP (%)
Table Japan Baby Formula Market: Consumption per Capita (Population)