Snacking trends in Japan

Food companies looking to export to Japan need to keep up with the latest market trends in order to adapt to consumer preferences. In 2024, the Japanese snacks market offers several exciting opportunities for brands wishing to enter or expand there. Below are the key trends that will shape this evolving market.

Japanese consumers show a growing preference for snacks with intense, distinctive flavours. Crisps with up to 35 times more consommé flavour or snacks 200% spicier are just some examples of the appetite for powerful taste experiences. What's more, unconventional flavour combinations such as chocolate with chilli or crisps with soy sauce and lemon are gaining popularity, showing that consumers are open to exploring new flavour territory.

Calbee Potato Chips Megaton Punch Consommé Potato Chips offer a super-rich taste with 3.5 times more consommé flavour than Consommé Punch Potato Chips. They are described as filling and flavourful (Japan).	Lay Suppa Mania Super Sour Ume Plum Flavour fried corn snack. Packed with the maximum amount of sour ume plum flavour, in response to enthusiastic demand for an even sourer taste following the launch of the brand's previous product in 2021 (Japan).	Tohato Bokun Habanero 200% Spicy potato snack. A potato snack 200% spicier and larger than the brand's other varieties (Japan).

Convenience is key, especially among young consumers. Snacks in convenient formats such as fruit snacks make quick eating easy, a necessity for consumers with busy lifestyles. Textures also play an important role: brands are innovating with options ranging from crunchy and hard to soft and melting, making eating not only satisfying but also fun and pleasurable.

Interest in healthy options continues to grow, with greater demand for snacks based on nuts, vegetables and pulses that are high in protein and fibre. These options not only respond to growing health concerns but also meet the need for nutritious snacks that can be eaten at any time of day. A significant proportion of Japanese consumers use snacks as a meal replacement, reflecting a lifestyle that calls for quick, nutritious solutions.

Partnerships with renowned chefs and condiment brands are helping recreate restaurant experiences in snacks, offering products perceived as more sophisticated and flavourful. This trend not only raises the product's perceived value but also creates an emotional connection with consumers looking for new culinary experiences without leaving home.

These trends offer valuable opportunities for food companies wishing to expand into the Japanese market. In particular, the Catalan agri-food sector, with its rich fine food tradition, can fit these trends perfectly. Products such as nuts, innovative flavour combinations and healthy snacks from Catalonia suit Japanese consumer preferences very well. 

Adapting to local preferences, offering innovative, appealing products and understanding the importance of convenience and health are key to succeeding in this competitive market. Companies able to meet these demands will be well placed to win Japanese consumers' attention and loyalty in 2024 and beyond.

This article is based on the MINTEL REPORT "Trends in Japan: snacks, 2024" prepared by the consultant Kana Shintani.