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2026 Developments
Snacks in Japan face a dynamic environment in 2026, marked by declining volumes, but continued growth in value as manufacturers and retailers navigate rising unit prices, demographic headwinds and evolving consumer expectations. Despite these pressures, snacks remain an attractive proposition, with retail value set to increase by 2% in 2026 to reach JPY4,571 billion and overall consumer spending on food forecast to rise from 2026 to 2031. Brands are challenged to deliver visible value and affordable indulgence, balancing margin pressures with the need to engage cautious, value-driven shoppers. Success in this landscape depends on agile product innovation, transparent value delivery and strategic channel management, as well as a deep understanding of consumer trust and purchase behaviour. Companies that leverage consumer insight, embrace cross-category experimentation and respond flexibly to supply and pricing constraints will be best placed to capture sustained value growth in a highly competitive, fragmented field.
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Overview:
Understand the latest market trends and future growth opportunities for the 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.
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 Snacks 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.
The Snacks in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Snacks in Japan?
- Which are the leading brands in Snacks in Japan?
- How are products distributed in Snacks in Japan?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Japan?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Japan
2026 Developments
Key Data Insights
Chart 1 Key Industry Trends for Snacks
Familymart Drives Demand for Visible Value through Volume-Led Promotions
Chart 2 Familymart Boosts Value Perception with +45% Volume Campaign
Meiji Leverages Co-Creation to Blend Nostalgia with Novelty
Chart 3 Meiji Transforms Its Super Cup Ice Cream into Gummies
Familymart Challenges Shrinkflation with Anniversary Offer
Chart 4 Value Sales 2021-2031
Chart 5 Value Sales by Category 2026
Meiji and Familymart Blend Trust with Value-Focused Innovation
Chart 6 Forecast Value Sales 2021-2031
Chart 7 Forecast Value Sales by Category 2026-2031
Lotte and Calbee Sustain Lead with Brand Trust and Value
Chart 8 Analyst Insight for Snacks
Chart 9 Company Shares 2026
Chart 10 Brand Shares 2026
Supermarkets Capture Price-Driven Shoppers
E-Commerce Expansion Lags as Shoppers Favour In-Store Purchasing
Chart 11 Retail Channels 2021-2026
Familymart Responds to Price Pressures with Quantity-Led Value
Meiji Transforms Trusted Brands with Consumer-Led Co-Creation
Lotte and Calbee Sustain Leadership through Adaptive Portfolios
Chart 12 Economic Context for Snacks
Chart 13 Real Gdp Growth 2021-2031
Chart 14 Inflation 2021-2031
Chart 15 Consumer Context for Snacks
Chart 16 Population 2021-2031
Chart 17 Population by Generation 2026
Chocolate Confectionery in Japan
Key Data Insights
Chocolate Confectionery Summary
Chart 18 Key Industry Trends for Chocolate Confectionery
Lotte Defends Share by Shrinking Pack Sizes and Innovating Flavours
Chart 19 Rising Prices Haven’T Slowed Demand for Luxury Chocolates
Meiji Captures Tourist Demand with Year-Round Matcha Innovation
Chart 20 Meiji Makes Matcha Chocolates Year-Round to Capture Tourist Sales
Premiumisation Sustains Mass Brands Amid Affordability Pressures
Chart 21 Value Sales 2021-2031
Chart 22 Volume Sales 2021-2031
Chart 23 Value Sales by Category 2026
Manufacturers Shrink Formats and Elevate Storytelling to Defend Value
Imports and Adjacent Snacks Erode Share as Domestic Innovation Lags
Chart 24 Forecast Value Sales 2021-2031
Chart 25 Forecast Value Sales by Category 2026-2031
Meiji and Lotte Defend Leadership with Trusted Brands and Targeted Innovation
Chart 26 Analyst Insight for Chocolate Confectionery
Chart 27 Company Shares 2026
Chart 28 Brand Shares 2026
Grocery Retailers Dominate Due to Price Sensitivity among Consumers
E-Commerce Gains Momentum as Shoppers Seek Convenience and Value
Health and Beauty Specialists and E-Commerce Reshape Retail Landscape with Value Focus
Chart 29 Retail Channels 2021-2026
Lotte and Meiji Adapt Product Design to Balance Value and Indulgence
Premium Ghana and Meiji Expand Their Reach through Targeted Innovation
Legacy Brands Defend Share as Affordable Indulgence Bridges Everyday and Premium
Chart 30 Economic Context for Chocolate Confectionery
Chart 31 Real Gdp Growth 2021-2031
Chart 32 Inflation 2021-2031
Chart 33 Consumer Context for Chocolate Confectionery
Chart 34 Population 2021-2031
Chart 35 Population by Generation 2026
Gum in Japan
Key Data Insights
Gum Summary
Chart 36 Key Industry Trends for Gum
Chewing Gum Leads Sales as Overall Volume Declines
Chart 37 Clorets Big Fruit Taps Demand for Larger, Flavour-Packed Gum
Clorets Leverages Sensory Refreshment to Regain Consumer Attention
Chart 38 Value Sales 2021-2031
Chart 39 Volume Sales 2021-2031
Chart 40 Value Sales by Category 2026
Lotte and Mondelez Pivot to Health Benefits and Targeted Innovation
Functional Claims and Nostalgia-Led Launches Reshape Consumer Engagement
Chart 41 Forecast Value Sales 2021-2031
Chart 42 Forecast Value Sales by Category 2026-2031
Lotte Leverages Health Positioning to Reinforce Leadership
Chart 43 Analyst Insight for Gum
Chart 44 Company Shares 2026
Chart 45 Brand Shares 2026
Supermarkets Outpace Convenience Stores by Leveraging Price Advantage
E-Commerce Grows Steadily as Physical Retail Retains Dominance
Chart 46 Retail Channels 2021-2026
Clorets Drives Consumer Trial with Large-Format Gum Innovation
Lotte and Mondelez Reinforce Leadership through Targeted Strategies
Chart 47 Economic Context for Gum
Chart 48 Real Gdp Growth 2021-2031
Chart 49 Inflation 2021-2031
Chart 50 Consumer Context for Gum
Chart 51 Population 2021-2031
Chart 52 Population by Generation 2026
Sugar Confectionery in Japan
Key Data Insights
Sugar Confectionery Summary
Chart 53 Key Industry Trends for Sugar Confectionery
Lotte Drives Adult Engagement through Fruit-Focused Hard Gummies
Chart 54 Lotte Targets Adults with Fruit-Flavoured Hard Gummies
Mints Record Dynamic Growth in a Mature Market
Medicated Confectionery Records Value Gains
Chart 55 Value Sales 2021-2031
Chart 56 Volume Sales 2021-2031
Chart 57 Value Sales by Category 2026
Bandai Namco Reinvents Gummies to Capture Playful Family Moments
Kanro and Morinaga Drive Digital Buzz with Functional Launches
Chart 58 Forecast Value Sales 2021-2031
Chart 59 Forecast Value Sales by Category 2026-2031
Morinaga and Kanro Strengthen Leadership through Flavour and Texture Innovation
Chart 60 Analyst Insight for Sugar Confectionery
Chart 61 Company Shares 2026
Chart 62 Brand Shares 2026
Supermarkets Win Shoppers with Price Advantage and Reach
E-Commerce Expands as Physical Stores Face Limits
Supermarkets Shape Retail Trends through Pricing
Chart 63 Retail Channels 2021-2026
Lotte Expands Hard Gummies with Adult-Focused Fruit Launches
Kazitte! Intensifies Competition and Drives Cross-Generational Snacking
Chart 64 Economic Context for Sugar Confectionery
Chart 65 Real Gdp Growth 2021-2031
Chart 66 Inflation 2021-2031
Chart 67 Consumer Context for Sugar Confectionery
Chart 68 Population 2021-2031
Chart 69 Population by Generation 2026
Ice Cream in Japan
Key Data Insights
Ice Cream Summary
Chart 70 Key Industry Trends for Ice Cream
Gari Gari Kun Leverages Value Perception to Outpace Rivals in Challenging Conditions
Chart 71 Gari Gari Kun Leads with Low Prices and Playful Appeal
Impulse Ice Cream Sustains Lead as Take-Home Formats Gain Momentum
Morinaga Milk Reinvents Indoor Indulgence as At-Home Consumption Reshapes Demand
Chart 72 Mow Elevates Indoor Treats with Rich Flavours
Chart 73 Value Sales 2021-2031
Chart 74 Volume Sales 2021-2031
Chart 75 Value Sales by Category 2026
Akagi Nyugyo and Morinaga Drive Premiumisation as Volume Declines
Morinaga and Akagi Nyugyo Balance Indulgence with Functionality to Unlock New Demand
Chart 76 Forecast Value Sales 2021-2031
Chart 77 Forecast Value Sales by Category 2026-2031
Lotte Energises Demand with New Brand and Strategic Campaigns
Chart 78 Analyst Insight for Ice Cream
Chart 79 Company Shares 2026
Chart 80 Brand Shares 2026
Supermarkets Maintain Price Edge as Convenience Stores Gain Ground
E-Commerce Expands, but Physical Retail Retains Shopper Loyalty
Chart 81 Retail Channels 2021-2026
Akagi Nyugyo and Morinaga Build Trust and Value through Product Innovation
Morinaga Milk Translates Dessert Trends into Premium, Indoor-Focused Experiences
Lotte Energises Demand through Collaboration and Portfolio Expansion
Chart 82 Economic Context for Ice Cream
Chart 83 Real Gdp Growth 2021-2031
Chart 84 Inflation 2021-2031
Chart 85 Consumer Context for Ice Cream
Chart 86 Population 2021-2031
Chart 87 Population by Generation 2026
Savoury Snacks in Japan
Key Data Insights
Savoury Snacks Summary
Chart 88 Key Industry Trends for Savoury Snacks
Chip Star Expands Meal Occasions and Sets New Standards for Fan-Driven Innovation
Yamazaki Biscuit Leverages Fan Engagement and Format Agility to Outpace Rivals
Calbee and Kameda Seika Redefine Trusted Favourites
Chart 89 Value Sales 2021-2031
Chart 90 Volume Sales 2021-2031
Chart 91 Value Sales by Category 2026
Calbee Adjusts Sourcing and Packaging to Stabilise Costs and Maintain Shelf Appeal
Kameda Seika and Calbee Prioritise Precision Innovation to Drive Consumer Engagement
Consumer Co-Creation and Supply Chain Agility Reshape Business Strategies
Chart 92 Forecast Value Sales 2021-2031
Chart 93 Forecast Value Sales by Category 2026-2031
Calbee and Kameda Seika Deepen Leadership through Portfolio Breadth
Chart 94 Analyst Insight for Savoury Snacks
Chart 95 Company Shares 2026
Chart 96 Brand Shares 2026
Supermarkets Leverage Pricing Power to Outpace Convenience Stores
E-Commerce Expands Slowly as Shoppers Favour In-Person Food Purchases
Chart 97 Retail Channels 2021-2026
Chip Star Broadens Meal Occasions by Positioning Itself as a More Filling Snack
Calbee and Kameda Seika Drive Novelty through Collaborative Flavour Swaps
Flexible Sourcing and Targeted Innovation Reshape Competitive Strategies
Chart 98 Economic Context for Savoury Snacks
Chart 99 Real Gdp Growth 2021-2031
Chart 100 Inflation 2021-2031
Chart 101 Consumer Context for Savoury Snacks
Chart 102 Population 2021-2031
Chart 103 Population by Generation 2026
Sweet Biscuits, Snack Bars and Fruit Snacks in Japan
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Chart 104 Key Industry Trends for Sweet Biscuits, Snack Bars and Fruit Snacks
Fujiya and Bourbon Respond to Evolving Snacking Habits and Loyalty
Chart 105 Morning Ma'am Cookies Are Repositioned as a Quick, Nutritious Breakfast
Fujiya Targets Functional Breakfast, While Bourbon Leverages Nostalgia
Chart 106 Bourbon Revives Lubera Brand to Capture Demand for Familiar Favourites
Affordable Biscuits and Functional Bars Reshape Consumer Choices
Chart 107 Value Sales 2021-2031
Chart 108 Volume Sales 2021-2031
Chart 109 Value Sales by Category 2026
Inbound Tourism and Exports Drive New Product Strategies
Legacy Brands Harness Social Media to Capture New Audiences
Packaging Resilience and Supply Chain Adaptation Shape Competitive Advantage
Chart 110 Forecast Value Sales 2021-2031
Chart 111 Forecast Value Sales by Category 2026-2031
Pocky Renews Flavours and Calorie Mate Targets Students to Sustain Growth
Chart 112 Analyst Insight for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 113 Company Shares 2026
Chart 114 Brand Shares 2026
Supermarkets Lead Sales as Convenience Stores Face Pricing Headwinds
E-Commerce Rises Gradually as Physical Shops Retain Shopper Loyalty
Chart 115 Retail Channels 2021-2026
Fujiya and Bourbon Redefine Snacking with Health Consciousness and Nostalgia
Legacy Brands Unlock Growth through Social Media Reinvention
Packaging Challenges Force Manufacturers to Simplify and Adapt
Chart 116 Economic Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 117 Real Gdp Growth 2021-2031
Chart 118 Inflation 2021-2031
Chart 119 Consumer Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 120 Population 2021-2031
Chart 121 Population by Generation 2026
Country Reports Disclaimer
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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