Chilled and shelf stable desserts continued to dominate other dairy, which also which includes cream, coffee whiteners, condensed milk and fromage frais and quark, in Japan at the end of the review period. The importance of chilled and shelf stable desserts is underpinned by the popularity of purin, a sweet pudding that appears on the shelves of store-based retailers nationwide.
Coffee whiteners continued to see the sharpest decline in other dairy in both volume and current value terms in 2019 as it faced intense competition from fresh milk and RTD coffee and fresh coffee with milk at convenience stores and specialist coffee outlets. Furthermore, younger generations in Japan are relatively unfamiliar with coffee whiteners, and some are not aware of what the products are made of or have not even seen such products.
Like coffee whiteners, condensed milk continued to register significant decline in both volume and current value terms in the final year of the review period. The category is seeing sales fall as opportunities for consumption contract.
Morinaga Milk Industry remained the largest player in other dairy in 2019, thanks mainly to its significant presence in chilled and shelf stable desserts and condensed milk. Although it is one of the largest dairy manufacturers in Japan, with an extensive product portfolio from milk formula to ice cream, the company is suffering from overall sales decline in other dairy.
The leading company in chilled and shelf stable desserts, Morinaga Milk Industry is amongst the players in the category looking to reinforce the position of established brands, renewing its long-selling Gyunyu Purin brand with a richer milk flavour towards the end of the review period. Ezaki Glico, the second largest player in the category, is also working to strengthen the position of an established purin brand, appointing Japanese artist, Toshl, to represent its Pucchin Purin brand and launching a new brand website.
Manufacturer efforts to revitalise chilled and shelf stable desserts have also included new product development. Morinaga Milk Industry added new flavours to its low-carb pudding brand, Oishii Teitoshitsu Purin, claiming to offer a healthy but tasty dessert to appeal to the growing number of health-conscious consumers.
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This industry report originates from Passport, our Packaged Food market research database.