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High cacao chocolate played a significant role in the expansion of chocolate confectionery in Japan during the review period. Following widespread and prominent publicity across various media in Japan, cacao is widely perceived to provide a number of health benefits, including helping to reduce blood pressure and to prevent arteriosclerosis, obesity and cancer, as well as minimising levels of stress and the effects of allergies and rheumatism.
The health and wellness trend that underpins the rise of high cacao chocolate is also driving demand for functional chocolate confectionery products. This segment saw considerable new product development activity at the end of the review period, as manufacturers targeted the fact that many Japanese consumers see functional chocolate as a guilt free indulgence.
Premium chocolate remains a popular gift in Japan, and new European luxury chocolatiers are introduced each winter at the Salon du Chocolat event. In addition, with government policy and employer initiatives driving an increase in the number of women in the paid workforce in an effort to address the country’s labour shortage, female consumers are spending their increased purchasing power on premium chocolate treats to reward themselves for their hard work.
Lotte Co Ltd overtook Meiji to become the leading player in the Japanese chocolate confectionery category in 2019. The company was an early mover in functional chocolate, launching its probiotic Sweet Days brand in 2015, and remains strongly focused on the segment.
Meiji experienced a second consecutive year of share decline in 2019, resulting in it losing top spot to Lotte. The company had seen a strong performance in 2017 built on its leading role in the premiumisation of chocolate, with its smash hit brand, Meiji The Chocolate, introducing the bean to bar and cacao origin concepts.
In premium chocolate, Godiva is expanding its presence in convenience stores and reinforcing marketing campaigns in mass channels, as it looks to take advantage of the growing demand for high-end chocolate, particularly amongst female consumers. Godiva frequently partners with the major convenience store chain, Lawson, which sells dessert products developed in collaboration with the chocolate manufacturer.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Chocolate confectionery industry in Japan with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaged Food market research database.
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.