Ethnic Foods in Japan 2012 Report
MARKET SNAPSHOT
Japanese consumers, both young and old, are seeking high quality, safe, convenient and innovative products that appeal to their desire for new experiences.
With an aging population, healthy and nutritious products are in high demand.
Globalization and greater exposure to foods from around the world have allowed Japanese consumers to experience new flavours. Their palates are
expanding, providing food manufacturers an opportunity to diversify and introduce new products with new flavours.
Salty flavours are popular, but alternative flavours, such as vinegar and spices, are on the rise, as Japanese consumers become aware of the dangers of over-consuming salt. Cheese, chilli pepper, black pepper, and horseradish are also gaining popularity.
Consumer confidence in Japan was low in 2011 due to the Tohoku earthquake and tsunami, resulting in less overall spending (Euromonitor International). In addition, insecurity resulting from the global financial downturn caused grocery shoppers to re-evaluate their shopping preferences,
leading to a strong focus on getting value-for-money (not just low prices). This climate provides opportunities for those who can successfully find the 'sweet spot,' where a product or service meets or exceeds quality expectations, but at a price that is slightly less than expected.
