Goods and services tailored to pregnant women are on the rise because many of them are pursuing independent and active lifestyles.
Ryoko Tsukuda, who works for Kinki Nippon Tourist Co., took maternity leave four years ago. Thinking she would have to ask for her mother's help after giving birth, Tsukuda planned a trip to a spa resort to thank her in advance.
Although she wanted information about how the springs might affect her during pregnancy, none was available. She telephoned an inn but was told she would not be allowed to use the big communal bath.