Snacks in 2025: The big picture
Retail value sales of snacks are set to rise in current terms in Japan in 2025, though retail volume sales are expected to fall. In Japan, the economic landscape presents a unique challenge for consumers and manufacturers alike. According to Euromonitor's Economies and Consumers data, the median disposable income per household in Japan has shown minimal growth, with an increase of only 1.0% in 2024 and an anticipated 1.7% in 2025 in current terms. Despite these slight increases, the real picture becomes grimmer when considering the rising product prices and the depreciating yen, which has dealt a significant blow to the economy, particularly affecting products that rely heavily on imported ingredients. These conditions have led to a sharp increase in prices over recent years. With inflation recorded at 2.7% in 2024 and expected to be 2.5% in 2025, real wages have essentially shown negative growth. In constant 2024 prices, the median disposable income per household decreased by 1.7% in 2024 and is predicted to contract by 0.8% in 2025.
Key trends in 2025
The 2025 Osaka Expo has significantly increased inbound tourism to Japan, revitalising domestic travel and boosting the snacks industry. Major snacks manufacturers are enjoying increased sales of uniquely Japanese flavours such as matcha and red bean in convenience stores and outlets like Don Quijote. In response to this surge, there has also been a heightened focus on developing products specifically for gifting. For instance, in April 2025, Calbee launched the premium potato snacks, PotatoBasic Umeda! flavour and PotatoRoast Skiyade! flavour, themed around Osaka, catering specifically to Expo visitors and gift buyers.
Competitive Landscape
Lotte Co Ltd looks set to remain the largest player in snacks in Japan in 2025. The company continues to benefit from a diverse portfolio that includes ice cream, chocolates, biscuits, and gum. Although headquartered in South Korea, Lotte has a longstanding history in the Japanese market since 1948, with most of its products exclusively available in Japan. This deep-rooted presence has allowed Lotte to maintain long-selling brands across various categories, endearing it to a wide range of consumers.
Channel developments
In Japan, convenience stores and supermarkets have traditionally been the primary channels for snacks shopping. However, recent years have seen significant growth in drugstores as a popular shopping destination, diversifying consumer purchasing options. Additionally, Costco has become a favoured shopping venue due to its unique product offerings and large store sizes, which differ significantly from typical Japanese supermarkets.
What next for snacks?
Retail value sales of snacks are expected to rise in Japan over the forecast period, while volume sales decline. The growth of disposable income remains limited in the country, with no significant increase expected in the near future. Particularly in 2025, the price of rice, a staple food for the Japanese, has seen a substantial rise, likely causing many consumers to feel the pinch of increased expenditures. In addition, a declining population continues to hinder volume growth in various categories. However, amidst these economic challenges, certain types of snacks, such as sweet biscuits and savoury snacks, are gaining popularity for their cost-effectiveness and satiety, providing good value for money.
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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
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Japan
KEY DATA FINDINGS
Rising popularity of tablets
Meiji retains the lead
Extensive sales network from mass market to street stores
Steady demand for cocoa's health benefits
Rising expectations for alternative cocoa and alternative cocoa butter
High demand for chocolate as gifts continues
Gum in Japan
KEY DATA FINDINGS
Gum sales take a downward turn
Lotte revives multiple retro brands
Significant discounts at drugstores
Sales decline due to concerns over microplastics
Continued product development leveraging health benefits of chewing
Sugar Confectionery in Japan
KEY DATA FINDINGS
Strong sales despite population decline
New concepts and functionalities gain popularity
Expanding retail presence for popular sugar confectionery products
Sugar confectionery in Japan continues to drive innovation
Strengthening engagement with fans through social media marketing
Gummies prove to be popular content that draws crowds
Ice Cream in Japan
KEY DATA FINDINGS
Ice cream sales hit record high
Lotte stays out in front
Supermarkets and convenience stores lead the way in retail ice cream sales
Dairy-based ice cream to continue to thrive
Mass brands maintain buzz with diverse collaborations
Eclipse Foods expands to Japan
Savoury Snacks in Japan
KEY DATA FINDINGS
Cost-effective savoury snacks gain popularity
Calbee Inc remains the largest player
Convenience stores and supermarkets dominate savoury snacks sales
The decline in quantity continues
Calbee fine tunes production to tackle price hikes
Expanding products for inbound and souvenir demand
Sweet Biscuits, Snack Bars and Fruit Snacks in Japan
KEY DATA FINDINGS
Cost-effective biscuits gaining approval
Bourbon Corp continues to lead the market
Long-Sellers Dominate Sales Without Increasing Floor Space
Slight increase in sweet biscuits market value
Broad marketing strategies from social media to packaging
Rising demand for premium biscuits as gifts
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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