Executive Summary

Nov 2018
PROSPECTS
Minimal decline in consumption is expected

Baked goods in Japan is expected to register slightly negative retail volume growth over the forecast period due to a negative impact of price hikes as well as less consumption of bread by young people. In 2018, major industry players Yamazaki Baking, Shikishima Baking and Fuji Baking raised prices of their popular brands due to steadily increasing production costs.

Healthier baked goods see increased popularity

Within baked goods, healthier baked goods and harder bread are gaining in popularity, supported by a growing health and wellness trend and manufacturers’ efforts to create more demand. As the healthy-living trend remains strong amongst Japanese consumers, healthier bread, cakes and pastries, such as low-carbohydrate products using bran or soy instead of white flour, have experienced active new product development.

Demand for harder bread is also on the rise

As well as healthier baked goods, leading players are actively launching harder bread such as baguettes and pain de campagne, mainly for dinner, in order to further expand demand. Consumers in Japan enjoy eating bread, mostly sweetened, as snacks, breakfast and lunch, but few people eat bread for dinner because rice has been a traditional source of carbohydrates in Japan for a long time, and there are limited product varieties in unsweetened harder bread, which goes well with dinner.

COMPETITIVE LANDSCAPE
Yamazaki Baking Co continues to lead

Yamazaki continues to lead baked goods in Japan, supported by the company’s long history and strong distribution network, including the company’s own convenience stores, Daily Yamazaki. During the review period, the company benefited from the strong performance of its harder bread, Sio-butter France, or salty butter baguette, as well as the long-standing presence of its brands.

Shikishima Baking Co ranks second

Shikishima remains the second strongest player in baked goods in Japan thanks to its powerful brand Choujyuku, which was one of the leading brands in packaged leavened breads in 2018. During the review period, celebrating the 20th anniversary of Choujyuku, the company renewed the brand to further enhance its soft and smooth texture, and conducted a promotional campaign, actively promoting the brand not only in store fronts but also on TV commercials and through social media.

Focus remains on healthier and harder bread

As well as Yamazaki and other industry players, Shikishima is also focusing on developing healthier baked goods and harder bread. For example, it expanded the product lines of its low-carbohydrate baked goods, which have successfully attracted consumers who are keen to reduce their carbohydrate intake.

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Baked Goods in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baked goods industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baked goods in Japan?
  • What are the major brands in Japan?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Japan - Industry Overview

EXECUTIVE SUMMARY

Ageing population influences performance of packaged food
Health and convenience the key trends over the review period
Domestic companies remain dominant despite rise in imports
Store-based retailing dominates but internet retailing shows promise
Health and convenience likely to remain on the agenda for ageing population

FOODSERVICE

Sales to Foodservice
Demographic trends limit development of foodservice
Health a key feature of consumer foodservice
Instagram drives innovation as operators look to create photogenic menus
Consumer Foodservice
Ageing population and limited wage growth limiting development of consumer foodservice
Healthy dishes a focus for operators
Convenience important for time-pressed consumers

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources