ALBAWABA - As the birth rates continue to fall in Japan, baby product manufacturers are turning their attention to marketing their products to pet owners.
Isshu Uehara, a spokesperson for Unicharm, one of the firms that are pivoting the most toward pet owners said that as of 2025, pet products accounted for 17 percent of the company’s total sales, with plans to increase that share to 20 percent by 2030.
“Japan’s birthrate is declining,” Uehara said, “Lifestyle changes, such as remaining single, marrying late, and the growth of childless, dual-income households, have led to a greater number of people seeking emotional connections through pets.
“As a result, we’re seeing the growth of ‘pet humanisation’, or treating pets like family members or children rather than just animals.
“Customers want to buy premium products to extend pets’ lifetimes, and share experiences with them, like dining together or going out to cafes and friends’ houses,”
Lucky Industries, Japan’s oldest baby carrier manufacturer, started making pet carriers and strollers after the idea came to Shin Otha, sales employee of the company.
“My dog often stops walking during our strolls. I would carry him every time, but his weight of nearly 5kg started to become a real burden,” Ohta said, “I knew there had to be a better way.”
The company he works at, which has produced over 40 million baby carriers since being founded in 1934, has started making pet carriers in 2022, joining dozens of other brands at Tokyo’s annual Interpets conference where brands showcase their pet products.
Pets outnumber children under 15 years by 2 million in Japan. According to market intelligence company Euromonitor, Japan’s pet care market jumped almost a billion dollars from $4.2 billion in 2020 to $5.4 billion last year.
