As consumers have become more health-conscious due to COVID-19, launching healthier selections under well-established brands, and repositioning their brand image towards a healthier one are amongst the strategies major snacks players in Japan are using to attract health-conscious consumers. For instance, Ezaki Glico has incorporated the vegetable ice cream concept since 2020, and added purple sweet potato and pumpkin flavour under its well-known ice cream brand Papico in April 2022.
Vegan and plant-based products are expected to see a strong rise in popularity in the forecast period, as more consumers are becoming interested in both the environment and animal welfare, with these products also benefiting from a healthy image. This should benefit dietary and free from foods.
Concerns over the prevalence of certain diseases, but also demand for products that help consumers get through their hectic day or week, will be key factors in the future growth of health benefit claims in packaged food. In Japan, cardiovascular diseases are expected to continue growing, with this already listed as a common cause of death in Japan.
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Understand the latest market trends and future growth opportunities for the HW Snacks industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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