Shin Ohta, a salesman for Japan’s oldest baby carrier manufacturer, was walking his toy poodle in Gifu Prefecture when he realized that carrying the five-kilogram dog during long walks was becoming a physical burden. Having spent his career designing carriers for infants at Lucky Industries, Ohta wondered if the same design concepts could be applied to domestic animals. After consulting with a veterinarian to ensure the design was safe for dogs, Ohta helped the company launch its first line of dog hip carriers, named Nu-i, in 2022.
Lucky Industries is just one of many Japanese businesses adapting to a dramatic demographic shift. As Japan's birthrate continues to fall, companies that historically built their fortunes on infants—selling nappies, strollers, and baby slings—are increasingly turning their attention to pets. Statistics show that pets in Japan now outnumber children under the age of 15 by more than two million.
This demographic transformation is driving a phenomenon known as "pet humanisation," where owners treat their animals as members of the family rather than just pets. According to industry experts, factors such as rising numbers of single-person households, late marriages, and childless, dual-income couples have increased the demand for emotional connection. Consequently, owners are highly motivated to buy premium goods, dress their pets in fashionable outfits, and even push them in strollers.
Unicharm, a Tokyo-based company originally known for feminine hygiene products and disposable baby diapers, has emerged as a major player in this market. The company expanded into pet diapers back in 2001 with its "Mannerware" line. Today, the pet care division has become one of Unicharm’s most profitable sectors, reporting a 15.4 percent profit margin in 2025, compared to 10.7 percent for human personal care. Pet products accounted for 17 percent of the company's total sales in 2025, with plans to reach 20 percent by 2030.
Other prominent brands are making similar transitions. AirBuggy, a popular baby stroller manufacturer, and Sweet Mommy, a maternity clothing brand, have both successfully launched pet-focused product lines. According to the market research firm Euromonitor, Japan's pet care market reached 880 billion yen ($5.4 billion) in 2025, representing a significant increase from 689.6 billion yen ($4.2 billion) in 2020.
Sociologists point out that the growing concentration on animals is a natural consequence of shrinking families. With fewer children and smaller households, pets are filling emotional gaps, acting as partners, children, or companions. For companies facing a shrinking market for baby goods, this shift is not just a trend, but a vital strategy for long-term survival.