Honey and Maple Syrup in Japan-Consumer Trends - 2012 Report
EXECUTIVE SUMMARY
Japan was the second-largest importer of Canadian maple syrup in 2011 after the United States (U.S.), importing 2.8 million kilograms of maple syrup, worth C$24.3 million. Canada has been Japan's top supplier of maple syrup since 2005. Japan has been Canada's top importer of maple sugar since 2008, importing 141,284 kilograms in 2011. In 2011, Japan was also the second-largest importer of natural Canadian honey (after the U.S.), with an import value of C$7.8 million. Retail sales of honey in Japan reached over US$485.4 million in 2011, and are predicted to reach US$492 million by 2016.
Less than ideal economic conditions in Japan, combined with the earthquake and tsunami that struck the country in 2011, adversely affected consumer confidence throughout the year. Consumers cut back on unnecessary expenditures, such as impulse and indulgence products. The Bank of Japan has, however, indicated that consumer spending for 2012 thus far has been "unexpectedly robust." Japan's Trade Ministry confirmed that retail sales rose by 2.5% in December 2011, which is the largest increase since August 2010. Furthermore, Japan's retail figures showed that food and clothing were among the items that led to higher retail sales in December.
Health consciousness among Japanese consumers has grown, and healthy living campaigns launched by the Japanese government, coupled with the aging of the Japanese population as a whole, mean that this trend is likely to continue in the short to medium term. As a result, convenient and tasty packaged food under the health and wellness umbrella is increasing in popularity. The naturally occurring, health-boosting compounds found in both maple syrup and honey make these products especially attractive.
We can also expect to see more sweet and savoury snacks that address the Japanese consumers' need for indulgence, while still being healthy. In addition, more offerings under private labels will be available in an effort to compete with branded products. Consumers of spreads may turn to premium spreads, if they are positioned as organic/natural or with no artificial sugar added. Expect to see product innovation turn in this direction to better align with consumer demand.
