Naturally Healthy Packaged Food in Japan

PROSPECTS

Health benefits of a high fibre diet generates demand

There has been a growing focus on the importance of a high fibre diet on good health. Studies have shown a high fibre diet can help protect against heart disease, type 2 diabetes and bowel cancer, among other things.

New EU trade deal should support growth in NH olive oil

NH olive oil continued to see strong current value growth in 2018, which was largely due to the growing focus on olive oil as a healthy ingredient in cooking. Furthermore, Japan is becoming increasingly interested in Western cuisine and Italian food in particular, in which olive oil plays a key role.

Health and convenience drive demand for quick snack solutions

With parents becoming increasingly conscious of their children’s diet there has been growing demand for healthy and convenient snacking options, such as for school lunchboxes. As a result, categories such as NH cereal bars, NH fruit snacks and NH nuts, seeds and trail mixes all recorded strong current value growth in 2018.

COMPETITIVE LANDSCAPE

Nisshin Oillio leads fragmented category

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

Changing breakfast habits support growth of Kellogg

Growing demand for foods which are high in fibre helped drive strong value growth for Kellogg (Japan) KK in 2018. The company’s Kellogg’s All Brand Kellogg’s Bran Flakes brands of NH high fibre breakfast cereals saw strong growth over the review period, with these products accounting for most of the category’s sales.

Kyoritsu sees strong growth with range of popular snacks

Kyoritsu Foods Co Inc saw strong growth in current value terms in 2018 thanks to its leading position in NH fruit snacks and NH nuts, seeds and trail mixes. The company has benefited from the growing demand for healthy and convenient snacking options, with its broad portfolio of products being widely available in Japan.

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