Basic Approach
In pursuit of sustainable growth, the Pigeon Group is focused not only on further strengthening existing areas but also on exploring and cultivating new growth areas where we can leverage our expertise. Under the 8th Medium-Term Management Plan, we focused on product categories such as baby care appliances, “age-up” products for toddlers and beyond, and women’s care. In the final year of the plan, 2025, sales in new business areas exceeded ¥11 billion, surpassing our target of ¥10 billion.
Under the 9th Medium-Term Management Plan, we will focus on our core products, which include product categories such as nursing bottles and nipples and skincare, where we have established competitive strengths, as well as redefining our sub-core products to include not only product groups that make a significant contribution to earnings outside the core products category but also the new business areas we have cultivated.
In addition, for four product categories—core products (skincare and oral care) and sub-core products (drinking cups and foods & beverages)—we will expand our target customer base through our “age-up” strategy by strengthening our product lineup and encouraging customers to continue using our products for longer.
New Business Development Meeting
The Pigeon Group has established a New Business Development Meeting in 2023, led by the General Manager of the Lansinoh Business Division. The New Business Development Meeting is attended by the chairman of the Board of Directors, full-time directors, and the general managers of each business division. The meeting regularly shares and discusses ideas from each business and the possibility of M&A in order to explore new business opportunities. We held five meetings in 2023 and four in 2024. In 2025, this meeting evolved into the Next Medium-Term Management Plan Review Committee, expanding its scope beyond new businesses to deliberate on the overall medium-term management plan.
Product Strategy: Core products & Sub-core products
In the 9th Medium-Term Management Plan, we are focusing on “Nursing bottles / Nipples”, “Skincare”, “Breast pumps”, and “Oral care” as core product categories, and “Women’s care”, “Drinking cups”, “Baby care appliances”, and “Baby foods” as sub-core product categories.
Core Products—Oral Care
Oral care is one of the key “age-up” categories under the 9th Medium-Term Management Plan. In addition to developing and marketing products, we are actively engaged in educational initiatives. In Malaysia, where dental checkups for children are not mandatory, we hold events to promote proper oral care for children and participate in dental exhibitions and academic conferences to raise awareness among healthcare professionals as well as parents.
Building on the expertise that only Pigeon can offer through our longstanding commitment to understanding babies’ unique needs, we provide a comprehensive lineup of oral care products tailored to each stage of a child’s development, from products for newborns to those for older children. As a brand that families have trusted since infancy, we will continue expanding our oral care product lineup so that customers can continue using Pigeon products as their children grow.
Sub-core products: Baby care appliances
As the number of dual-income and nuclear families continues to grow, more families are looking for ways to make more efficient use of their limited time. With the aim of giving babies and their families greater peace of mind and more time to relax and spend together, we are focusing on the development and marketing of baby care appliances.
In Japan, our POCHItto Bottle Steam Sterilizer and Dryer and our SHUPOT Electric Nasal Aspirator continue to perform strongly and have been well received by customers. In 2025, the POCHItto Series received the Mothers Selection Award, an award determined solely by votes from mothers and fathers raising children.
The baby care appliances category continues to achieve steady growth as one of our key growth drivers.
-
POCHItto Slim Bottle Steam Sterilizer and Dryer (Japan)
Product Strategy: Age-up Products
We position “Skincare“, “Oral care“, “Drinking cups“, and “Foods & beverages" as categories expected for Age-up, expanding our target scope to kids to extend Lifetime Value (LTV).
Age-up Products: Drinking cups
We are also focusing on the development and marketing of drinking cups for babies who have graduated from nursing bottles, as well as babies and children who are transitioning from nursing bottles to cups or straws.
For babies, the transition from drinking from a nursing bottle to drinking from a cup or straw can be difficult because it requires different mouth movements. Drawing on our extensive research into infant feeding, we are expanding our lineup of drinking cups with specially designed spouts that help babies make this transition smoothly.
We will continue delivering high-value-added products that only Pigeon, with its top share in nursing bottles, can offer to more babies and their families.
-
Drinking cups (China)