With the continuous decline of smokers, which is a key target audience for gum in Japan, manufacturers are putting effort into widening their target consumer group, especially towards younger generations. During COVID-19, consumers were more exposed to music and sub-cultures such as manga and anime due to increased time spent at home, hence the boom in the popularity of pop-culture amongst younger generations.
Aside from collaboration with popular celebrities and sub-cultures, another effort from gum players to attract younger consumers in 2022 is enhancing the experience by adding more excitement to each purchase. For example, in May 2022, Lotte launched Fusen No Mi with Pokémon anime printed packaging, which may, if the purchaser is lucky, contain rare tingling lemon flavour.
Japan has been known for its excessive use of plastics, as manufacturers prioritise the product’s appearance and consumers’ convenience. For example, many products, such as sweet biscuits, often come in a larger plastic package containing several smaller plastic packs inside, while single-use plastic products such as spoons are also frequently distributed by retailers with purchases of bento box meals.
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Understand the latest market trends and future growth opportunities for the Gum industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Gum industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Gum research and analysis database.
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