Executive Summary

Nov 2019
PROSPECTS
Interest in prebiotics boosts honey

While the boom in premium honey, such as manuka honey and raw honey, calmed down towards the end of the review period, the increased popularity of premium honey established a strong consumer base for further development. Moreover, honey continued to benefit from the strong influence of rising consumer health-consciousness.

Low-carb trend supports growth in reduced sugar jam and preserves

Rising body-consciousness and increasing interest in low-carb diets negatively impacted sales of sweet spreads in 2019, contributing to decline in jams and preserves, and chocolate spreads. However, the same factors supported the expansion of reduced sugar jams and preserves at the end of the review period.

Consumers moving from sweet to savoury flavours

The consumer move away from sugar and the increasing popularity of savoury breakfasts drove growth in savoury spreads in 2019. Demand for savoury products combined with the increasing interest in high-protein foods to spur growth in nut and seed based spreads towards the end of the review period, making it the most dynamic category in 2019.

COMPETITIVE LANDSCAPE
Kewpie extends lead by adapting offer to demand trends

Kewpie Corp extended its lead in sweet spreads in 2019, as it increased its value share in both jams and preserves, in which it is the largest player, and nut and seed based spreads, in which it ranks second behind Sonton Food Industry. The company’s Marugoto Kajitsu jam and preserves line, which is sweetened with fruit juices and contains no added sugar, continued to perform well at the end of the review period, bolstered by the introduction of smaller packaging.

Sonton Food Industry launches new products in 2019

Sonton Food Industry, the second largest player in sweet spreads and the leader in nut and seed based spreads, targeted the growing consumer interest in more savoury flavours at breakfast with product innovation in 2019. The company launched Yururi Biyori, sesame spread and Kinako (Japanese traditional baked bean flavour) spread to target consumers who like to have a relaxing, slow morning.

Honey leader experiences share erosion

Kato Bros Honey remained the leading player in honey in 2019, though the company saw its share eroded during the year due in part to a lack of new product development and marketing activity. However, the company did launch a new sweet syrup to eat with yoghurt, Yoghurutou, which contains a large amount of the prebiotic, oligosaccharide, known for supporting gut health.

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Sweet Spreads in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spreads industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spreads industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spreads in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spreads in Japan?
  • What are the major brands in Japan?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Sweet Spreads in Japan - Category analysis

HEADLINES

PROSPECTS

Interest in prebiotics boosts honey
Low-carb trend supports growth in reduced sugar jam and preserves
Consumers moving from sweet to savoury flavours

COMPETITIVE LANDSCAPE

Kewpie extends lead by adapting offer to demand trends
Sonton Food Industry launches new products in 2019
Honey leader experiences share erosion

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 2 Sales of Sweet Spreads by Category: Value 2014-2019
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 6 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 8 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Packaged Food in Japan - Industry Overview

EXECUTIVE SUMMARY

Increasing emphasis on generating value through health and convenience
Media attention plays key role in shaping demand
Shifting character of demand has potential to destabilise competitive landscape
Consumers drawn to convenient shopping options
Focus on value generation in the forecast period

FOODSERVICE

Sales to Foodservice
Demographic trends shaping foodservice demand
Labour shortage boosts demand for convenience
Targeting rising inbound tourism
Consumer Foodservice
Demand for convenience boosting consumer foodservice
Health trend exerting a growing influence on consumer foodservice
Instagram places growing emphasis on visual appearance of food and drink in consumer foodservice
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources