This report brings together consumer insight and
market data to provide a comprehensive brief of the Japanese Bakery and Cereals
sector. This allows for the rapid identification of key growth opportunities
across 11 Bakery and Cereal categories and their packaging.
Consumption frequency and product selection within
the Bakery and Cereals sector in Japan is critically linked to factors such as
age-specific needs, lifestyle needs, and consumer taste and preferences.
Japan’s changing demographics and busy lives make it imperative for the
marketers to fulfill the specific nutritional needs and consumption habits, or
to match the food habits and lifestyles of the consumer group. Japan’s older
consumers, aged 60 or over, made up just over a quarter of Japan’s population;
by 2017 they’ll make up over a third. Marketers face a challenge meeting the
nutritional needs and consumption habits of older consumers.
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Japanese consumers prefer to purchase staple goods
such as Bread and Rolls and Breakfast Cereals from Convenience Stores and
Hypermarkets and Supermarkets. However, elderly consumers prefer to shop at
local Convenience stores, providing an opportunity for this channel as the
population ages. Working women, the other large consumer group, are time-poor,
and therefore tend to frequent large shopping malls less often. The purchase
frequency of Food and Grocery products will grow fastest in Convenience stores.
Though Japanese consumers enjoy traditional food,
their busy lives and an increasing number of single person households have
contributed to demand for quick and easy meals that are purchased either at
retail outlets or eaten at fast food chains offering traditional or western
fast food. The value of Breakfast Cereals is growing quickly in Japan, at a
projected CAGR of 3.5% during 2007-2017, as a result of a combination of demand
for a healthier breakfast, the influence of US culture, and the marketing power
of large manufacturers.
Japan is one of the fastest aging nations among
developed countries. Consumers above the age of 65 accounted for 24% of the
population in 2012, while children aged 14 and under made up only 13% of the
population. Marketers face the choice of targeting Japan’s growing older
population, and their specific nutritional needs and consumption habits, or
attempting to appeal to younger consumers. Bread and Rolls accounted for 40% of
the total packaging materials used in Japan’s Bakery and Cereals sector in
2012, driving significant demand for Flexible Packaging Bags/Sachets with
Plastic Tie closures.
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Japan’s GDP
growth faltered following the triple catastrophe of earthquake, tsunami, and
nuclear accident in 2011, and economic turmoil in 2012 in Europe. However,
under the new economic policy of the incumbent government, the economy grew
fastest among the G7 countries during Q1 2013. Higher consumption expenditure
is expected to boost CPG sales including Bakery and Cereals.
Japanese
consumers’ propensity towards cost cutting and preference for budget products
means the private label market in the country is thriving. Private Label
penetration varies depending on the product category in the Bakery and Cereals
sector: Private Label’s presence is low in categories such as Breakfast Cereals
and high in the Bread and Rolls category. Breakfast Cereals will record the
fastest growth rates in Japan’s Bakery and Cereals sector. The higher growth of
the Breakfast Cereal categories represents the growth of new staple foods in
Japanese cuisine, driven by the demand for quick, convenient meals and the
influence of “western” culture among key consumer groups.
Japan’s focus on
reducing CO2 emissions makes it imperative for manufacturers to consider the
carbon footprint of their packaging. As one of largest consumer packaged food
sectors, Bakery and Cereals will play an important role in determining
packaging trends. Demand for Flexible Plastic packaging will maintain its lead
as the most commonly used packaging material between 2012 and 2017. The demand
for Morning Goods will decline due to high prices while baking Mixes demand
will be weak as busy consumers will increasingly seek out ready-made cakes and
pastries. Morning Goods and Baking Mixes will record the lowest growth rates
within the Bakeryand Cereals sector between 2012 and 2017.
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