Naturally Healthy Packaged Food in Japan

PROSPECTS

Strong consumer interest in protein and fibre

Protein and fibre are the two newest and most popular areas of nutrition being explored by health-conscious Japanese consumers. These nutrients have risen to the fore amidst the increasing popularity of low-carb diets.

NH chocolate losing out to FF alternatives

High cacao chocolate (which is comprised of chocolate containing more than 70% cacao in Japan) saw a boom in demand during the review period because of consumer interest generated by publicity surrounding cacao’s natural health benefits. However, by 2019, the boom had subsided, with consumer attention turning to fortified/functional chocolate, which is seeing significant developments in terms of the range of its functionality, product variety, taste and mouth feel.

Consumer awareness of fibre becoming more sophisticated

Japanese consumers are becoming increasingly aware of the different types of fibre and their potential functions. Resistant starch has been highlighted as a third type of fibre of interest, after water soluble dietary fibre and insoluble dietary fibre.

COMPETITIVE LANDSCAPE

Nisshin Oillio Group leads a highly fragmented category

The naturally healthy packaged food category is highly fragmented, largely due to the importance of NH rice to category sales. There are no significant players within NH rice, with sales accounted for by a large network of small producers.

Breakfast cereals manufacturers utilise NH and FF ingredients

Breakfast cereals manufacturers have been targeting health-conscious consumers with new product developments utilising a mix of naturally healthy and fortified/functional ingredients. Calbee launched a new cereal series called Granola+ with two offerings, including fortified protein granola, which contains added protein (not naturally healthy) along with naturally healthy ingredients such as black beans, soy, almond and pumpkin seeds.

Chocolate confectionery players having to shift focus to FF products

Chocolate confectionery companies saw significant increases in NH sales during the review period. However, the waning of the high cacao boom and the consumer move to fortified/functional chocolate is meaning that chocolate confectionery players are having to shift the emphasis of their offers towards FF products to remain competitive.

Files are delivered directly into your account within a few minutes of purchase.