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 studies, we have derived the three key factors that are important for baby feeding. 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, our current 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, with approximately 11%^*1 of the market. Among these products, the Bonyu Jikkan^R series of nursing bottles overturned the perception that “all nursing bottles are the same.” This accomplishment stems from 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 fi rst launch in 2002, the Bonyu JikkanR 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 JikkanR bottle is the most widely adopted in hospitals and maternity facilities, securing an overwhelming top share above 85%^*2 in the domestic nursing bottle market.
Since its launch in the early 2000s as the Shizen Jikkan series in China, Pigeon has gained the trust of Chinese parents across a wide range of generations due to the brand?s high reliability, functionality, and safety. As a result, it has secured the top market share in mainland China.
In other international markets, the products are sold as the SofTouchTM series, and alongside other series of nursing bottles, Pigeon?s nursing bottles have achieved the top market share in Indonesia, Singapore, Thailand, and Vietnam^*3. In addition, in our Lansinoh Business, we have introduced the NaturalWaveR Nipples series based on the Bonyu JikkanR series under the Lansinoh brand in North America and Europe. Pigeon?s Bonyu JikkanR series has earned high praise worldwide, garnering support from many customers who wish to continue breastfeeding.

*1 Includes products other than the Bonyu JikkanR 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 sell-out data of nursing bottles and nipples, in terms of sales value)