What We Aim to Achieve
Becoming an indispensable company by building a robust framework for the creation, production, and delivery of products and enhancing our corporate value over the medium to long term
Individual Issues
Pigeon is dedicated to designing nursing bottles that replicate the natural sucking motion of breastfeeding, allowing mothers to comfortably continue breastfeeding whenever necessary.
With an unparalleled commitment to babies, Pigeon will deliver unique, carefully designed products to more and more babies and thus make the world more baby-friendly.
The Pigeon Group has established research bases in Japan and China, and has been conducting basic research specialized for babies' skin for decades. We differentiate ourselves from our competitors by leveraging this knowledge and technology in our research and development efforts for commercialization and mass production. We will enhance the presence of our brands by developing and promptly launching value-added product lineups that are backed by evidence and that provide optimal skin care for babies, tailored to the needs of each market.
In addition to further strengthening existing areas, the Pigeon Group is focusing on exploring and cultivating new growth areas where it can leverage its accumulated expertise. We have launched childcare appliances in the Japanese market, age-up products in the Chinese market, and women‘s care products such as birth preparation and recovery products in the Lansinoh Business. By focusing on exploring and cultivating new growth areas as well as existing areas, we will lead to sustainable growth.
Pigeon considers customer feedback to be a valuable asset. We have operated the Customer Service Center to obtain customer feedback for reflection in our business, underscoring our customer-focused management approach. We endeavor to improve customer satisfaction by identifying issues through feedback and collaborating across departments such as quality control and product development to enhance the quality of our products and services.
To support childcare around the world, we will establish a “Establishing Solid Management Foundations” capable of delivering products and services under any circumstances. We aim to create a system that can manufacture and transport products in cooperation with outside companies even in the event of supply chain disruptions caused by various uncertain factors such as recent natural disasters and infectious diseases.
Targets and Progress
| Individual Issues | 8th Medium-Term Business Plan Targets (2025) | 2025 Progress |
|---|---|---|
| Action/Review | ||
| Supporting nursing babies | ・Expand nursing bottles and other nursing-related products through nursing support for babies worldwide |
・[Japan] Launched "Pigeon Bottle Lab," an experiential booth that offers a new, unique experience for creating one's own personalized nursing bottles. |
| Supporting healthy baby skin development | ・Expand skincare products by supporting healthy baby skin development |
・[Japan] Commenced sales of the new product, "Baby Milk Lotion Vaseline-in." |
| Creating new businesses |
・Create new businesses aimed at growing operations ・Achieve net sales of at least ¥10 billion in new domains |
・Achieved steady growth in new domains such as baby home appliances and age-up products, with net sales exceeding 11 billion yen. |
| Releasing products that exceed customer expectations | ||
| Building resilient distribution systems | ・Establish resilient distribution systems to support childcare worldwide |
・[Japan] Reviewed analytical methodologies in demand forecasting and inventory planning, and restructured the framework to ensure a stable supply system operation. |
Supporting nursing babies
| 8th Medium-Term Business Plan Targets (2025) |
|---|
・Expand nursing bottles and other nursing-related products through nursing support for babies worldwide |
| 2025 Progress/Action/Review |
|
・[Japan] Launched "Pigeon Bottle Lab," an experiential booth that offers a new, unique experience for creating one's own personalized nursing bottles. ・[Singapore] Rebranded the "SofTouch" series, leading to a more than 10-percentage-point increase in the sales ratio of wide-neck nursing bottles compared to the previous period. |
Supporting healthy baby skin development
| 8th Medium-Term Business Plan Targets (2025) |
|---|
・Expand skincare products by supporting healthy baby skin development |
| 2025 Progress/Action/Review |
|
・[Japan] Commenced sales of the new product, "Baby Milk Lotion Vaseline-in." ・[China] Unveiled the world's first iPS cell-derived "3D Infant Skin Model." ・[China] Launched the new Vernix Skincare Series, developed based on the technology of the "3D Infant Skin Model." ・[Singapore] Launched a Halal-certified baby skincare series in Malaysia. |
Creating new businesses
Releasing products that exceed customer expectations
| 8th Medium-Term Business Plan Targets (2025) |
|---|
・Create new businesses aimed at growing operations ・Achieve net sales of at least ¥10 billion in new domains |
| 2024 Progress/Action/Review |
・Achieved steady growth in new domains such as baby home appliances and age-up products, with net sales exceeding 11 billion yen. ・[Japan] Expanded the product lineup of the steam sterilizer and dryer series ("POCHITTO") by launching a new model optimized for superior space performance. ・[Japan] Announced the launch of new brands "TABOTENZU" and "Pigeon Kids," as well as the full-scale entry of the "Lansinoh®" brand into the market. ・[China] Expanded the product lineup for the age-up category, focusing on drinking cups and kids' skincare. ・[Singapore] Launched "StarTouch™" as a new age-up product designed to support children's healthy oral development. ・ [Lansinoh] Expanded the nursing bottle lineup and commenced sales of drinking bottles and other items through a collaboration with another brand, "b.box." |
Building resilient distribution systems
| 8th Medium-Term Business Plan Targets (2025) |
|---|
・Establish resilient distribution systems to support childcare worldwide |
| 2025 Progress/Action/Review |
・ [Japan] Reviewed analytical methodologies in demand forecasting and inventory planning, and restructured the framework to ensure a stable supply system operation. |
