Business Segment

Based on over half a century of research into breastfeeding and early childhood development, we have gained an in-depth understanding of babies’ growth processes and identifi ed areas of concern in child-rearing. This has led to our development and launch of numerous high-quality products, resulting in widespread recognition of Pigeon as a leading and trusted company in the industry. Taking advantage of this trust, we are rigorously launching new, highly competitive products and improving the quality of our offerings in the areas of child-rearing support,healthcare, and elder care.

Since Pigeon's full-scale entry into the Chinese market in 2002, we have expanded our business area from just the coastal areas to the entire country. Around 15–17 million babies are born annually in China, which is 15–17 times the number of births of Japan. In this huge market, Pigeon is targeting the “new rich” segment. Specifically, we are proposing innovative lifestyle scenarios with an emphasis on nursing bottles and nipples, toiletries, and high-end skincare products.
Deploying its sales network of partner companies with close local ties, Pigeon has achieved strong brand recognition and market penetration, earning very warm praise for its high-quality products and brand strength. With more than 500 types of products on the Chinese market, we supply higher-priced items to meet high-end demand from the growing number of newly wealthy people in major coastal cities. Despite signs of a slowdown, the Chinese market has benefited from continuous, fast-paced economic growth in recent years.
In addition to extensive face-to-face interaction backed by high-quality products and stable prices, we will further expand our business in China by addressing the shift among consumers toward e-commerce purchases.

There are 135 million babies born each year worldwide, providing an incredibly high demand and large growth potential in this field. Pigeon considers India and Indonesia, where over 24 million and approximately 4.2 million children are born each year, respectively, as especially important markets, and we are working to expand our business there. In India, we began manufacturing nursing bottles and nipples at a local factory in 2015, and we have been manufacturing products marketed to other countries as well as exports for Japan in this country since then. In addition, we have carried out measures such as the conversion of an Indonesian company accounted for using the equity method to a consolidated subsidiary in November 2017, and are currently promoting initiatives for expansion into new markets (Africa, etc.) to achieve further growth.

At Pigeon, we are using the brand power of Lansinoh Laboratories, Inc. (below, Lansinoh), a company we acquired as a consolidated subsidiary in 2004, as leverage for carrying out business expansion in North America, as well as the United Kingdom, Germany, and other European countries. In addition, we established Lansinoh Laboratories Shanghai in 2016, and this company is currently expanding our business in China. In addition to flagship products such as our nipple care cream, breast pads, breast pumps, and breast milk storage bags, we launched sales of our nursing bottles in earnest starting in 2014, and we are currently working to strengthen this brand as we seek to expand our product categories.