No.2439
05/22/2020

Consumption Trends of Japanese/Western Sweets in Japan: Key Research Findings 2019

Yano Research Institute (the President, Takashi Mizukoshi) has analyzed the results of consumer questionnaire survey on Japanese sweets, western sweets, and desserts. This press release is to announce some of the findings from the comparative analysis on 2016 and 2019 survey results.


Consumption of Japanese Sweets/Western Sweets in the Last Year
Consumption of Japanese Sweets/Western Sweets in the Last Year
Consumption of Desserts in the Last Year (for Oneself or for Ones’ Family)
Consumption of Desserts in the Last Year (for Oneself or for Ones’ Family)

Summary of Research Findings

In this research, consumer trend analysis was carried out based on the comparison of 2016 and 2019 survey results on consumption of Japanese sweets, western sweets, and desserts, the survey which is done periodically. 

According to the 2019 survey result on consumption of Japanese sweets/ western sweets in the last year (one answer per question), 84.0% of respondents said they have purchased Japanese sweets in general for oneself or for ones’ family, while 91.2% answered to have purchased western sweets in general. Comparing Japanese sweets with western sweets, the western sweets rose 7 points. 

​In comparison with 2016 survey result, no significant change is noted in the percentage of people buying sweets in general for oneself or for ones’ family, either Japanese sweets or western sweets; still, it indicates fall in purchase of Japanese sweets, down 2 points, while western sweets up 0.4 points.

In addition, the 2019 survey result showed that 54.9% of the respondents have purchased Japanese sweets in general for gifts, whereas 62.4% purchased western sweets in general for gifts. The western sweets earned 7.5 points higher than Japanese sweets.

There is no drastic change from 2016 in the percentage of people purchasing sweets for gifts; however, Japanese sweets in general increased 1.7 points, western sweets in general 1.4 points.

Based on these survey results, it can be assumed that although consumption trends in the last 3 years imply stable demand for both Japanese sweets and western sweets for gifts, demand is slightly diminishing for Japanese sweets for oneself or for ones’ family.

Noteworthy Topics

Ice Cream as Most Purchased Desserts for Oneself or for Ones’ Family

Of the desserts (ice cream, yogurt, custard pudding, fruit jelly, coffee jelly, sherbet and gelato) purchased for oneself or for ones’ family, ice cream scored highest response rates in both 2016 survey and 2019 survey, followed by yogurt and custard pudding. 

Comparative analysis on response rates for each item indicates scale down for all items. Yogurt, in particular, decreased 3.6 points, indicating sharpest drop among all items. Meanwhile, ice cream had a least level of decline to remain almost flat.

Research Outline

1.Research Period: November 2019 to March 2020
2.Research Object: 875 individuals (440 Male / 435 Female) residing in Kanto (Tokyo, Chiba, Saitama, Kanagawa) and Kansai (Osaka, Kyoto, Hyogo), age range between 20s and 60s
3.Research Methogology: Questionnaire survey via internet

Consumption of Japanese/Western Sweets in Japan

Questionnaire survey was responded by 875 individuals (440 Male / 435 Female) that reside in Kanto (Tokyo, Chiba, Saitama, Kanagawa) and Kansai (Osaka, Kyoto, Hyogo), age range between 20s and 60s. Consumption trends and purchasing conditions are analyzed through the trends by purchase objectives, the trends by product category, and the status of online purchases and purchases at convenience stores.
This research conducts comparative analysis against 2016 survey results. The 2016 survey items were; 857 individuals (426 Male / 431 Female) residing in Kanto (Tokyo, Chiba, Saitama, Kanagawa) and Kansai (Osaka, Kyoto, Hyogo), age range between 20s and 60s.
​Following are the list of sweets subject to each category:
1. Japanese sweets: Yokan, mizuyokan, daifuku, monaka, manju, dango, sweets made of mochi, dorayaki, castella
2. Western sweets: Freshly-made cakes including fruit tarts, cheese tart/cheese cakes, cream puffs, éclairs, madeleines/financiers, baumkuchen, cookies/biscuits, chocolates
3. Desserts: Yogurt, custard pudding, fruit jelly, coffee jelly, ice cream, sherbet, gelato
4. CVS sweets: western sweets, Japanese sweets and others develop by and sold at each CVS

<Products and Services in the Market>

Japanese sweets, western sweets, desserts (for oneself or for ones’ family/for gifts), sweets sold at CVS

Contact Us

©2019 Yano Research Institute Ltd. All Rights Reserved.
The copyright and all other rights pertaining to this report belong to Yano Research Institute.
Please contact our PR team when quoting the report contents for the purpose other than media coverage.
Depending on the purpose of using our report, we may ask you to present your sentences for confirmation beforehand.