Children-related business market in Japan FY 20118-2024

In fiscal year 2023, the sales value of children-related products and services in Japan amounted to 10.7 trillion Japanese yen. The market is an aggregation of niche segments that target children aged 0 to 15 years and their parents. Various industries build the foundation of the Japanese market, including amusement and leisure, education, food manufacturing, fashion, personal care, and care services.

Baby care

Baby-related segments are primarily targeting parents to simplify the care responsibilities of infants and toddlers. Essential goods like hygiene and nutrition are the core products driven by leaders in the personal care and food manufacturing industries. As the emphasis on the importance of infants’ health and safety is rising, parents’ interest in natural products like organic baby food and sensitive skin care is growing.

Everything to spoil children’s hearts

The market targeting children from preschool age up to adolescence shows more opportunities for growth given the wider range of niche segments. Apart from basic consumer goods like clothing and food products, the leisure and educational segments are a major part of childhood in Japan. The leisure segment is centered around physical merchandise like toys, game consoles, and hobby goods. On the other hand, the educational segment is driven by services catering to parents’ desire to impart skills and knowledge at an early age. As such, educational businesses offering extracurricular education are at the core of children-related services, which are often made use of as soon as children reach preschool age.