While the COVID-19 pandemic negatively impacted impulse purchases, savoury snacks nevertheless enjoyed steady growth in 2020 driven by the demand created by home seclusion, with consumers stocking up on shelf-stable products. A second wave of COVID-19 hit Japan in 2021 while the vaccination rollout has been slow and as such similar spending habits are expected within savoury snacks as in 2020, albeit with slightly reduced demand for stockpiling.
Despite the pressures created by COVID-19, Calbee continued to focus on flavour and texture innovation in savoury snacks in 2020. The company is known for its frequent new product launches, which often consist of seasonal new flavours from existing brands in potato chips and puffed snacks.
The serving of alcohol through the on-trade was limited under the state of emergencies seen in 2020 and 2021 and as such many consumers embraced the idea of drinking at home. Tsumami is a type of snack which Japanese consumers like to eat while enjoying alcoholic drinks.
Although most consumers in Japan have only just started learning about how their purchasing decisions can impact the environment, the interest in sustainable products is nonetheless growing fast among retailers and manufacturers in Japan. As such, sustainability is now a key focus of many packaged food players in Japan, including within savoury snacks.
Promotional activities featuring celebrities and popular sub-culture, especially manga characters, are extremely effective in gaining traction from Japanese consumers, especially among the younger generations. In savoury snacks, rice crackers manufacturers are keenly investing in this type of promotion as they look to expand their consumer base beyond senior citizens, which continue to account for most sales.
Collaborations between brands either within or across product categories has proven to be a highly successful strategy in snacks in Japan. Within savoury snacks, many players in Japan are collaborating with other companies to introduce the flavour of their most popular brands.
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Understand the latest market trends and future growth opportunities for the Sweet and Savoury Snacks 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.
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This report originates from Passport, our Sweet and Savoury Snacks research and analysis database.
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