China's growing appetite for maternal and infant care is offering Pigeon, a Japanese leading platform on natal care and parenting, opportunities to reach for global consumers, said its top executive at the ongoing China International Import Expo in Shanghai.

Zhou Jianfeng, president and board chairman of Pigeon China, said that the maternal and infant care market in China is showing a notable consumption upgrade in recent years where Chinese parents are more rational when choosing products.

"Young parents want to give their babies the best within their capabilities and have more diversified demands, which offers us opportunities to reduce their parenting anxiety and help them raise their babies easily, scientifically and happily," Zhou said.

Having entered into China in 2002, the Japanese company has been rooted in the Chinese markets for over 20 years. It has built three factories in Jiangsu province and Shanghai, and has also set up a research and development center in the Chinese market.

The Japanese company was a first-time participant in this year's CIIE, a move the company considered as a "critical" step forward in driving Pigeon's global business layout.

"It is with such a platform that we are able to demonstrate to our Chinese customers the company's great attachment to the Chinese market. It is also a good opportunity for us to showcase our products and vision," Zhou said.