Japan Breastfeeding Accessories Market Analysis

Japan Breastfeeding Accessories Market Executive Summary

Japan Breastfeeding Accessories Market was valued at $156.02 Mn in 2023 and is predicted to grow at a CAGR of 7.30% from 2023 to 2030, to $255.49 Mn by 2030.

Breastfeeding accessories are essential tools that aim to improve the overall breastfeeding experience for both mothers and babies, addressing various needs from comfort to convenience. Key categories include manual, electric, and hospital-grade breast pumps, which cater to different pumping needs and frequencies, while nursing pads and nipple shields provide comfort by managing milk leaks and protecting sore nipples. Breast shells help collect excess milk and shield sensitive areas, and milk storage containers ensure the safe storage of expressed milk. Nursing bras and covers offer support and discreet breastfeeding options, and breastfeeding pillows provide ergonomic support to both mother and baby during feeds. Additionally, nipple creams soothe and protect against irritation. These accessories not only enhance comfort and ease for mothers but also support health by preventing infections and maintaining milk quality, ultimately contributing to a more positive, manageable, and flexible breastfeeding experience.

In Japan, the exclusive breastfeeding rate for infants up to six months is relatively low, at 21.0% as of 2021, despite WHO recommendations for exclusive breastfeeding during this period. The rate drops from 54.7% at three months to 37.4% at six months, indicating a decline in exclusive breastfeeding as infants grow. However, the prevalence of any breastfeeding, including partial, has increased, reaching 95% in recent years.

Market is therefore driven by significant factors like increasing breastfeeding rates, government initiatives and support, and technological advancements in breastfeeding products. However, workplace challenges, the cost of breastfeeding accessories, and availability of formula milk restrict the growth and potential of the market.

A prominent player in this field is Medala, in 2024, Medela AG launched a new line of breast pumps with smart technology for real-time tracking and personalized support, enhancing milk production and breastfeeding practices. Similarly, Elvie introduced an updated wearable breast pump featuring improved suction technology and longer battery life, offering greater comfort and efficiency based on user feedback. Other contributors include Willow Innovations, and Koninklijke Philips among others.

Market Dynamics

Market Growth Drivers

Increasing Breastfeeding Rates: Breastfeeding initiation rates in Japan have been steadily increasing, reaching approximately 95% in recent years. This trend is supported by government campaigns promoting the health benefits of breastfeeding for both infants and mothers.

Government Initiatives and Support: The Japanese government has implemented policies and programs to encourage breastfeeding, such as providing lactation consultants in hospitals and clinics. These initiatives have contributed to a rise in the adoption of breastfeeding accessories.

Technological Advancements in Breastfeeding Products: Innovative breastfeeding products with advanced features, such as electric breast pumps with adjustable suction levels and portable designs, have become popular in Japan. These advancements make breastfeeding more convenient for working mothers, boosting the market.

Market Restraints

Workplace Challenges: Many Japanese women encounter difficulties in continuing breastfeeding after returning to work, as only some companies provide adequate support, like lactation rooms. This lack of workplace accommodations can discourage breastfeeding, thereby limiting the demand for breastfeeding accessories.

Cost of Breastfeeding Accessories: The high cost of breastfeeding accessories, such as electric breast pumps, can be prohibitive for many families. While government subsidies exist, they are not universally accessible, making it challenging for some parents to invest in these essential products.

Availability of Formula Milk: The pervasive availability and marketing of formula milk present stiff competition for breastfeeding accessories. Many parents may opt for formula feeding due to its convenience, which can reduce the demand for products that support breastfeeding.Bottom of Form

Regulatory Landscape and Reimbursement Scenario

Japan has a robust regulatory system for medical devices, including breastfeeding accessories, overseen by the Ministry of Health, Labour and Welfare (MHLW). The Pharmaceutical and Medical Devices Law (PMD Law) outlines the requirements for manufacturing, importing, and selling medical devices, with breastfeeding accessories classified as Class I or II based on risk level. Manufacturers and importers must obtain necessary licenses and registrations from the MHLW before distributing products in Japan. Additionally, strict guidelines govern the labeling and advertising of these accessories to ensure that consumers receive accurate and truthful information.

Reimbursement for breastfeeding accessories in Japan is relatively limited compared to some other countries. Generally, public health insurance plans do not cover the cost of breastfeeding accessories, although there may be exceptions for specific medical conditions or low-income families. Some private health insurance plans may offer partial or full coverage for these accessories, but this is not standard practice. Consequently, most mothers in Japan purchase breastfeeding accessories out-of-pocket, which can be a significant expense.

Competitive Landscape

Key Players

Here are some of the major key players in Japan Breastfeeding Accessories

• Medela AG
• Ameda, Inc.
• Willow Innovations, Inc.
• Koninklijke Philips N.V.
• Elvie (Chiaro Technology)
• Freemie
• Spectra Baby
• Ameda Inc
• NUK USA LLC
• Pigeon Corporation