Japanese/Western-Style Confectionery and Sweets Market in Japan: Key Research Findings 2018
Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic Japanese/Western-style confectionery and sweets market and has clarified the trends of the products by segment, by channel, the market players, as well as the future outlook.
Size of the Japanese/Western-style confectionery and sweets market in FY2016 grew by 2.5% from the previous fiscal year to achieve 2,277,100 million yen, based on the shipment values at manufacturers. In the recent years, the markets of yogurt and ice creams have been on the rise to boost the entire confectionery and sweets market, the tendency of which has continued for the market to expand in FY2016, though the growth margin of yogurt has slowed down. The ice cream market has kept steady growth, due to successful discovery of new demand in fall and wintertime, and to the effect of being featured in various media.
The Western confectionery market has also continued its stable growth due to increased inbound tourism demand. On the other hand, Japanese confectionery market has slightly scaled down.
As “Insta-bae (making things worthwhile to take a photo for posting them to Instagram)” was chosen as the Words of 2017, the keywords for developing sweets and confectionery in 2017 were also “Insta-bae” and “Photogenic”. The keywords were not only obvious in some cakes and tarts using plenty of fruits, decorated Christmas cakes, parfaits at patisseries, and some desserts in the café menu, but also in jelly and cooled sweets which were made particularly colorful and/or multi-layered to be photogenic and to be chosen for the traditional midsummer gift exchanges. As a result of making multi-layered desserts, many of them used stylishly tall jelly glasses. On the other hand, in order to make the desserts to look good, some used shallow jelly cups to decorate variety of fruits and/or agar-jelly effectively or using diamond-shaped shallow cups to make look the desserts gorgeously like gems.
The makers have already tried to make the product designs more sophisticated and to pursue the impact of how they look, but the recent “insta-bae” phenomenon has added the diffusing power through internet and SNS.
While products of Western non-bake products developed to look more gorgeously, some products like cream puffs and roll cakes that have traditionally been made with simple ingredients and designs, have started being pursued their essential tastiness by using higher-quality ingredients and by improving the methods, in order to attain better product appeal.
The Japanese/Western-style confectionery and sweets market in FY2017 is likely to decline by 0.7% from the previous fiscal year to attain 2,260,700 million yen, based on the shipment values at manufacturers. Though the economy as a whole is not bad, the yogurt market, that has boosted the entire confectionery and sweets market, is likely to level off, together with the ice cream market adversely affected by the weathers in summertime which became colder earlier than usual years.
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