Confectionery Market in Japan

Japanese convenience stores, supermarkets, and retailers offer a delightful array of confectionery options, boasting over 100 types of candies, including the ever-popular Japanese soda candy, sour gummies, hard candies, Kit Kat Minis, and a variety of delectable chocolate treats. The Japanese confectionery market, valued at a substantial JPY 886.4 billion ($8.1 billion) in 2021, shows promising signs of steady growth with an expected CAGR of more than 1% from 2021 to 2026.

As international suppliers and wholesale candy FMCG distributors like Contest Distribution continue to introduce foreign confectionery products to Japan, the list of Fast-Moving Consumer Goods (FMCGs) available at local retailers keeps expanding. Recent research reports provide valuable insights by comparing the Japanese and global confectionery sectors, shedding light on sector-level growth, and analysing diverse categories and distribution channels.
A Brief Overview of the Japanese Bulk Lollies, Hard Candies, Chocolate, and Snacks Market

The top ten cities in Japan's confectionery sector include Tokyo, Osaka, Nagoya, Fukuoka, Sapporo, Sendai, Hiroshima, Naha, Kitakyushu, and Kumamoto. Tokyo stands out as the leading confectionery market in Japan, followed by Osaka and Nagoya.

The core categories within the Japanese confectionery market are sugar confectionery, chocolate, and gum. In 2021, sugar confectionery reigned supreme in terms of volume across the top 10 cities in Japan, with chocolate securing its spot as the second most-consumed category in these urban centres. 

Key distribution channels in Japan's confectionery market encompass hypermarkets and supermarkets, which are the most prominent distribution channels, as well as convenience stores, department stores, specialised in food and beverages, warehouses of wholesale company owners and dollar stores.

The Japanese confectionery sector shows a penchant for flexible packaging, with paper and board packaging and rigid plastics following closely. Flexible packaging takes the top spot among packaging materials in the Japanese confectionery market, with paper and board and rigid plastics following in usage. Retailers who prefer to buy candy in bulk often prefer individually wrapped bonbons, sweets, and small chocolates.

Surprisingly, "older consumers" form the largest consumer subset within Japan's confectionery sector. Based on retailers’ data, Japan boasts higher per capita consumption and expenditure on confectionery in 2022 and the first half of 2023 compared to global and regional averages.

Japan, a nation renowned for its rich cultural heritage, has always had a penchant for embracing foreign influences while maintaining its distinct identity. One of the most delightful ways this cultural exchange manifests itself is through the world of confectionery.
Fast-Moving Consumer Goods (FMCG) products imported from American and European manufacturers. Get ready to savour the flavours of Japan's sweet cultural exchange.

Japan's confectionery market offers a diverse array of wholesale confectionery products and sweet treats. From traditional Japanese sweets like mochi and manju to modern confections such as Japanese soda candy and matcha-flavoured delights, the nation's love for sweets knows no bounds. However, what makes this journey truly enchanting is the incorporation of candies, chocolates, and other sweets from Western shores.

If you're a confectionery enthusiast, you've likely heard of Japan's fascination with Kit Kats. In Japan, Kit Kats have transcended their role as a simple chocolate bar. They've become canvases for creative flavour combinations, with unique offerings like matcha green tea, sake, and even sweet potato Kit Kats. This inventive spirit reflects Japan's openness to experiment with traditional and foreign influences, resulting in a delightful fusion of flavours.

American snack food giant Mars Wrigley has also made its mark in Japan as a leading brand for imported confectionery. Mars’ bars, with their iconic taste and distinctive packaging, have found a special place in the hearts of Japanese consumers. Spearmint, Orbit, and Hubba Bubba chewing gums have also seamlessly integrated into Japan's FMCG landscape, demonstrating the global appeal of imported American packaged foods.

Swiss chocolate, celebrated worldwide for its craftsmanship, has also found a warm welcome in Japan. Brands like Lindt and Toblerone have introduced Japanese consumers to the elegance of Swiss chocolate. The attention to detail and quality associated with Swiss confectionery align seamlessly with Japan's own dedication to perfection. From Lindor boxed individually wrapped chocolate bonbons, delicious biscuits export,  and the Lindt Excellence chocolate series, to the distinctively shaped and packed Toblerone treats, all of those sweet textures are popular in Japan. Imported chocolate bars by world famous brands are valued as much as the sweet treats produced and packaged by local manufacturers.

The world of Japanese confectionery is a fascinating blend of tradition and innovation, where American and European candies and chocolates have found a new home. As you savour that matcha-flavoured Kit Kat or enjoy a piece of Swiss Lindt chocolate, remember that you're not just indulging in a sweet treat; you're partaking in a cultural exchange that transcends borders. Japan's love for confectionery is a testament to its open-mindedness and eagerness to embrace the world's flavours, making every bite a delightful journey of discovery. So, the next time you unwrap a piece of Japanese candy or chocolate delivered by an international candy supplier, relish it not just for its taste but for the sweet connection it represents between cultures.