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. Our goal is to increase consolidated Group sales in the fi nal year of the 8th Medium-Term Business Plan (fi scal 2025) by ¥19 billion compared with 2022, with approximately ¥10 billion coming from new areas and ¥9 billion from existing
areas.
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. 5 meetings were held in 2023. While pursuing sustainable growth in existing business areas, we will also focus on exploring and nurturing new growth areas, leading to sustainable growth.
New Areas
Childcare Appliances
In Japan, we began selling the electric nose cleaner SHUPOT (priced at ¥15,400 including tax) in 2023, which quickly suctions mucus that tends to accumulate deep in the nose. SHUPOT features Pigeonʼs proprietary pump, which is optimized for mucus suction by focusing on two key parameters: suction pressure and suction fl ow rate. This design ensures optimal suction power for eff ectively clearing nasal mucus. In addition, by redesigning the internal structure of the mucus catcher, we have reduced the number of parts that require maintenance compared to previous models. In 2022, responding to customer feedback expressing a desire to save time and reduce hassle in sterilizing and drying baby bottles, we launched POCHItto, a bottle sterilizer and dryer (priced at ¥17,380 including tax), which fully automates the sterilization and drying process. POCHItto uses the power of steam and can sterilize in approximately 12 minutes with just the addition of water. Childcare appliances that help reduce the burden of household chores and childcare have been well received in Japan, where the proportion of dual-income households is increasing. These products have also been awarded the Kids Design Award by the Kids Design Association, a nonprofi t organization.
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SHUPOT Electric Nose Cleaner
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POCHItto Bottle/Sterilizer and Dryer
Age-up Products
In China, as part of our strategy to expand our customer base, we are actively working to strengthen our range of age-up products by increasing sales of the Natural Weaning series for older babies and skincare products for kids, and proactively exploring new markets.
The Natural Weaning series is a range of nursing bottles designed for older babies, featuring a newly developed nipple to facilitate a smooth transition from bottle feeding to straw drinking. This strengthens our lineup of nursing bottles, a core product. Meanwhile, our skincare products for kids are aimed at children aged three and older, leveraging the results of our long-standing research on baby skin. Sales of these products are progressing smoothly. We will continue eff orts aimed at achieving total Group sales of ¥6 billion by 2025 in the age-up category
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Natural Weaning Series
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Skincare Products for Kids
Women’s Care Products
Under the Lansinoh brand, we have launched prenatal and postpartum care products that focus on the delicate needs of pregnant and postpartum women. We sell organic massage oils for perineal massage during pregnancy, gel pads to protect scars after a cesarean section, and wash bottles for gently washing delicate areas in the shower. Sales in North America and Europe have been progressing well. In addition, in Japan, we have launched a new series called ME. by Pigeon aimed at women experiencing concerns about their delicate areas during pregnancy and postpartum. The womenʼs care category aims for total Group sales of ¥1.5 billion by 2025.
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ME. by Pigeon
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Lansinoh-brand Prenatal and Postpartum Care Products
New Market
Expansion into Africa
At the end of 2023, the Pigeon Group established its fi rst local subsidiary in Africa in Kenya. The Kenyan subsidiary will engage in the sale of Pigeonʼs core products, including nursing bottles, nipples, and baby oral care products.
