Pigeon is dedicated to designing nursing bottles and nipples that replicate the natural sucking motion of breastfeeding, allowing mothers to comfortably continue breastfeeding whenever necessary. Pigeon has conducted in-depth observation and research for more than 60 years aimed at clarifying the sucking behavior of babies who cannot articulate their needs. The intricate movements and functions occurring in a baby’s oral cavity are not readily apparent through external observation alone. Therefore, we have conducted studies while creating our own research observation techniques to examine the movements of babies‘ mouths and throats during feeding.Through these methods, we unveiled the intricate sucking behavior of babies, focusing on the “Three Key Factors of Sucking”: 1) latching on, 2) peristaltic tongue movement, and 3) swallowing. Nursing bottles and nipples are the starting point of the Pigeon Group and the most important products at the core of our brand. We are aiming to grow to become an even stronger category, armed with the knowledge from our long-term research, our competitive advantage, and the trust of our customers.

We will continue to make unceasing efforts in the area of feeding research, and in terms of sales, we will expand the sales ratio of wide-mouth type feeding bottle with excellent functions and high profitability. In the Middle East, Indonesia, and other countries, although our market share of baby bottle feeding machines is already high, our main products are slim-type baby bottle feeding machines. We will also work to improve profitability through activities such as properly informing customers of the functional superiority of wide-mouth feeding bottles for their precious babies, mainly in our Singapore business. In China, where wide-mouth feeding bottles are already common, as of August 2024, our market share* is about 44%, but we aim to increase this to over 50% in the future by further incorporating customer feedback and segmenting our product development efforts.
*Market share among our target customers, based on our own research

Pigeon boasts the top global share in nursing bottles*¹. Among its offerings, the Bonyu Jikkan series of nursing bottles has overturned the common perception that “all nursing bottles are the same.” This achievement is the result of our rigorous research on baby feeding and our attention to detail in the planning and design process, integrated into our product development, which is unparalleled worldwide.
Since its launch in 2002, the Bonyu Jikkan series has been embraced by numerous babies and families. The second generation, introduced in 2010, has seen remarkable success, with approximately 140 million units and 290 million individual nipples sold worldwide in the 11-year period to 2020. In Japan,
our Bonyu Jikkan bottle is the most widely adopted in hospitals and maternity facilities, holding a commanding domestic market share above 80%*². In China, where it debuted in the early 2000s under the Ziran Shigan series, the brand has gained the trust of multiple generations of Chinese parents due to
its high reliability, functionality, and safety—resulting in a leading market share in mainland China*³. In other international markets, the bottles are sold as the SofTouch^TM series. Together with other Pigeon nursing bottle lines, the brand has secured the top market share in Indonesia, Singapore,Thailand, and Vietnam*³. In addition, in North America and Europe, the Lansinoh Business has introduced the NaturalWave^® Nipples series, based on the Bonyu Jikkan series, under the Lansinohbrand. The Bonyu Jikkan series has earned high praise worldwide, garnering support from many customers who wish to continue breastfeeding.

*1 Includes products other than the Bonyu Jikkan series
*2 Pigeon research (average of 12 months in 2023, based on expanded estimates from nationwide baby shops and drugstores using Intage POS data)
*3 Pigeon research (based on sales data of nursing bottles and nipples, in terms of sales value)