Japan Confectionery Market Sector Trends and Developments

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Weak economic growth and squeezed disposable income makes Japan’s Consumer Packaged Goods (CPG) markets one of the lowest growth markets in the region – factors that are exacerbated by the country’s aging population, which has contributed to a stagnant confectionery market. However, higher consumer expenditure and mild inflation is expected to boost demand for consumer goods in Japan in 2013, according to leading consumer specialist Canadean’s new report: Market Trends and Developments in the Confectionery Sector in Japan.

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Key Market Trends

In order to capitalize on this opportunity for growth in a challenging market, Confectionery providers must be reactive to key market trends:

Luxury Consumption

Like the mature markets in the US and Western Europe, Luxury Chocolate is a fast growing segment in Japan: consumers are choosing to buy a smaller number of expensive but high quality chocolates rather than conventional bars and countlines. Their motivations range from gifting or special occasions, or simply the desire for a luxurious treat. Indeed, this demand for luxury chocolate has even seen premium brands focus on the development of high-end flagship stores and lavish product launches.

Health & Wellness

The functional benefits of Confectionery products are a growing driver in the overall market, which includes Food For Specified Health Use (FOSHU) items, which have been approved by the Ministry of Health, Labor, and Welfare. For the Confectionery sector, the functional Gum segment offers the most significant opportunities, with chewing gums containing xylitol – which helps prevent tooth decay – being particularly popular in Japan. Indeed, sales of sugar-free gum have grown strongly in Japan, even whilst sales of conventional sugar gum have stagnated.

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Fragmented Tastes

Confectionery items in Japan are often closely targeted to suit the taste and preference of specific consumer groups, either by:

- Age

- Geography

- Income Level

- Propensity to seek indulgent or new experiences

This translates to a high number of new product launches, with exotic flavors and different pack sizes and value propositions, such as Nestle’s Matcha Green Tea KitKat, which offer white chocolate covered with a green colored layer that is made with matcha green tea.

This variety of product is replicated in marketing activities, with use of popular TV shows and social media vital to reaching the target audience.

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Japan’s weak economic growth has resulted in one of the slowest growing CPG markets in the region. However, Japan still remains one of the most affluent societies worldwide, and its CPG market is one of the largest and most mature. Higher consumer expenditure and mild inflation is expected to boost demand for consumer goods in Japan in 2013. The Japanese prefer less sweet and soft confectionery products compared to North America and Europe. The functional benefits of Confectionery products are major growth drivers in the overall market. Moreover, the demand for individually packed items, such as bags of chocolate mini bars that can be taken as quick snacks, is high. Exotic flavours, including green tea, soy sauce, and watermelon are highly favoured by Japanese consumers.

The demand for Sugar Confectionary will grow briskly between 2012 and 2017 helped by stiff competition between pharmaceutical companies and traditional sugar confectioners leading to multiple product launches claiming functional benefits ranging from medicated candies to vitamin enriched lozenges. The Confectionery sector is the largest Flexible packaging category in the Food market in Japan and accounted for 23% of total Flexible packaging consumption in volume terms in 2012. Films account for almost half of the packs used, with Wrappers and Foils the other key packaging types. Meanwhile, very few packs use a closure or an outer.

Japan’s aging population is driving increased demand for functional products such as sugar-free gums containing xylitol, which prevent tooth decay, or breath freshening mints. Meanwhile, the low number of children is causing slower growth in the bubblegum segment.

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Table of Content

Country Context
A weak economy and an aging population make it increasingly challenging to succeed in Japan's Confectionery market.
Hypermarkets and Supermarkets account for majority of Food and Grocery sales
Confectioners are adopting a multi-channel distribution strategy for greater consumer reach.
Busy lives and the increasing number of single person households is driving change in Japanese eating habits

Sector Analysis
Premiumization and Health and Wellness benefits are key market strategies of major Confectioners.
Targeting a wide variety of tastes and seasonal sales are key to success in the Confectionary market in Japan
Mints and Medicated confectionery are driving growth in the Sugar Confectionery category.
Chocolate sales growth to be driven by seasonal demand; Sugar-free and Breath freshening Gum to record higher sales

Brands and Private Labels
The top five confectionery companies - Meiji, Lotte, Morinaga, Ezaki Glico, and Mary Chocolate account for almost half of the total confectionery sales in Japan
Low Private label penetration in Japan's Confectionery sector
High growth in Private labels is unlikely to challenge major brands because of their low penetration

Packaging Insight
Rising Confectionery consumption is creating demand for Flexible Packaging Films, Wrappers, and Foils.
Increasing consumption of Sugar Confectionery means demand for Flexible Packaging will grow

Future Outlook- four key trends in Japan's Confectionery sector
Japan's aging population is driving new product formulation in Gums
Rising production costs make price vs. size a key trade-off
Product innovation is key in the Gum and Sugar Confectionery categories
A multi-channel distribution strategy is needed to ensure greater consumer reach

Data Appendix and Summary Methodology

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