Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
In 2021, Japan imported from the world a total value of US$423.0 million (229.2 million kilograms) of sweet spreads, honey and maple products. The largest import markets for sweet spreads, honey and maple products were China (US$89.1 million), Canada (US$52.1 million), and Thailand (US$33.0 million).
In 2021, Canada supplied to Japan a total value of US$47.5 million (7.7 million kilograms) in sweet spreads, honey and maple products, which represents a compound annual growth rate (CAGR) of 13.9% over the last 5 years (2017 to 2021). Top Canadian imports to Japan were maple sugar and maple syrup at US$26.8 million (HS:170110), followed by natural honey at US$20.5 million (HS:040900), and sugar confectionery at US$96.1thousand (HS:170490), in 2021.
In 2022, Japan registered total retail sales of US$912.1 million in the sweet spreads, honey and maple products sector. The sweet spreads category decreased by 15.5% in current value terms and by 3.6% in retail volume terms over last year, from US$ 1.1 billion (83.1 thousand tonnes) in 2021. With a CAGR of −1.6% from 2017 to 2022, sweet spreads are forecasted to grow with a CAGR of 3.0% for the forecasted 2022 to 2027 period, and is expected to reach US$1.1 billion by 2027.
In 2022, the top-3 brands in Japan represented for 40.8% market share. Among the top-8 brands, Nutella (Ferrero and related parties) saw a highest market share growth at a CAGR of 18.9% from 2018 to 2022.
In 2022, store-based retailing distribution totaled a market share of 95.3% consisting of (81.9%) grocery retailers and non-grocery retailers (13.4%). Non-store e-commerce retailing holds the highest growth of market share amongst all retail distribution channels, at a CAGR of 0.5% from 2018 to 2022, driven by consumers increasing their online shopping presence due staying at home during the Covid-19 pandemic.
According to data from Mintel, 182 sweet spreads products were launched in Japan between 2017 and 2021. During this period, confiture and fruit spreads were the leading sub-category, followed by honey and caramel and cream spreads. Most popular claims among sweet spreads were that they were low/reduced sugar, or premium, or that they were no additives/preservatives. Aohata, Aeon and StylingLife Holdings were the three companies with the most launches in the past five years.
Trade performance
In 2021, Japan imported from the world a total value of US$423.0 million (229.2 million kilograms) of sweet spreads, honey and maple products. The largest import markets for sweet spreads, honey and maple products were China (US$89.1 million), Canada (US$52.1 million), and Thailand (US$33.0 million).
| HS code | Description | Value | Volume | Top import markets and value share in % | ||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | ||||
| Total - global imports | 423.0 | 229.2 | China: 21.1 | Canada: 12.3 | Thailand:7.8 | |
| 040900 | Natural honey | 169.7 | 47.1 | China: 39.6 | New Zealand: 16.7 | Canada:13.2 |
| 170490 | Sugar confectionery not containing cocoa, incluuding white chocolate | 129.1 | 19.6 | China: 14.7 | Spain: 9.0 | Hungary:8.5 |
| 200799 | Jams, jellies, marmalades, purées or pastes of fruit | 40.7 | 15.5 | France: 33.6 | Australia: 14.2 | Denmark:10.0 |
| 170310 | Cane molasses resulting from the extraction or refining of sugar | 36.2 | 137.3 | Thailand: 67.8 | Indonesia: 31.5 | United States: 0.3 |
| 170220 | Maple sugar, in solid form, and maple syrup | 29.6 | 3.3 | Canada: 99.9 | United States: 0.1 | |
| 170290 | Sugars in solid form,(excluding cane or beet sugar, chemically pure sucrose, lactose, maple sugar, glucose, fructose, and syrups thereof) | 9.7 | 3.9 | South Korea: 26.7 | France: 9.9 | United States: 9.6 |
| 200791 | Citrus fruit jams, jellies, marmalades, purées or pastes | 8.0 | 2.3 | South Korea: 60.0 | France: 13.3 | Denmark:7.9 |
| Source: Global Trade Tracker, 2022 | ||||||
In 2021, Canada supplied to Japan a total value of US$47.5 million (7.7 million kilograms) in sweet spreads, honey and maple products, which represents a compound annual growth rate (CAGR) of 13.9% over the last 5 years (2017-2021). Top Canadian imports to Japan were maple sugar and maple syrup at US$26.8 million (HS:170110), followed by natural honey at US$20.5 million (HS:040900), and sugar confectionery at US$96.1thousand (HS:170490), in 2021.
| HS code | Description | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 |
|---|---|---|---|---|---|---|---|
| Total - exports to Japan | 28,204.0 | 28,696.1 | 33,306.7 | 37,225.8 | 47,457.4 | 13.9 | |
| 170220 | Maple sugar, in solid form, and maple syrup | 17,663.8 | 17,128.5 | 17,679.8 | 18,634.9 | 26,768.7 | 11.0 |
| 040900 | Natural honey | 9,554.3 | 9,738.4 | 13,481.9 | 17,852.0 | 20,505.5 | 21.0 |
| 170490 | Sugar confectionery not containing cocoa, incl. white chocolate | 884.2 | 1,726.2 | 2,056.0 | 737.5 | 96.1 | −42.6 |
| 200799 | Jams, jellies, marmalades, purées or pastes of fruit,(excluding citrus fruit and homogenised preparations ) | 101.7 | 102.9 | 88.8 | 1.5 | 84.8 | −4.4 |
| 200791 | Citrus fruit jams, jellies, marmalades, purées or pastes, (excluding homogenised preparations ) | 0.0 | 0.0 | 0.0 | 0.0 | 2.3 | N/C |
| 200710 | Homogenised preparations of jams, jellies, marmalades, fruit or nut purées and nut pastes, put up for retail sale as infant food or for dietetic purposes, in containers of <= 250 grams | 0.0 | 0.0 | 0.1 | 0.0 | 0.0 | N/C |
|
Source: Global Trade Tracker, 2022 *CAGR: Compound Annual Growth Rate N/C: not calculable |
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Market sizes
According to Euromonitor International, retail sales of sweet spreads declined in Japan in 2022, after its sales soared in 2020 due to panic-buying at the beginning of COVID-19, and interest in the health benefits of honey and peanut butter (Euromonitor International, 2022). In 2022, Japan registered total retail sales of US$912.1 million in the sweet spreads, honey and maple products sector. The sweet spreads category decreased by 15.5% in current value terms and by 3.6% in retail volume terms over last year, from US$ 1.1 billion (83.1 thousand tonnes) in 2021. With a CAGR of −1.6% from 2017 to 2022, sweet spreads are forecasted to grow with a CAGR of 3.0% for the forecasted 2022 to 2027 period, and is expected to reach US$1.1 billion by 2027. The largest sub-category within sweet spreads was honey products which experienced a 16.0% decrease in current value terms and a 3.9% decrease in retail volume terms in 2022 from the previous year to reach US$419.5 million (36.8 thousand tonnes). Jams and preserves, the second largest in terms of retail sales, decreased by 16.3% in current value terms and by 4.2% in retail volume terms over the same period, to reach US$407.8 million (36.7 thousand tonnes) in 2022.During the historic period of 2017 to 2022, nut and seed based spreads experienced the greatest value growth with a CAGR of 2.5%, while jams and preserves are predicted to experience the greatest value growth over the forecasted period (2022-2027) with a CAGR of 3.1%.
| Category | 2017 | 2022 | CAGR* % 2017-2022 | 2023 | 2027 | CAGR* % 2022-2027 |
|---|---|---|---|---|---|---|
| Sweet spreads | 987.5 | 912.1 | −1.6 | 958.2 | 1,055.0 | 3.0 |
| Honey | 429.5 | 419.5 | −0.5 | 435.5 | 484.6 | 2.9 |
| Chocolate spreads | 30.5 | 34.0 | 2.2 | 35.4 | 36.9 | 1.7 |
| Jams and preserves | 482.6 | 407.8 | −3.3 | 433.5 | 474.9 | 3.1 |
| Nut and seed based spreads | 44.9 | 50.7 | 2.5 | 53.8 | 58.6 | 2.9 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
||||||
| Category | 2017 | 2022 | CAGR* % 2017-2022 | 2023 | 2027 | CAGR* % 2023-2027 |
|---|---|---|---|---|---|---|
| Sweet spreads | 83.4 | 80.1 | −0.8 | 79.9 | 82.0 | 0.5 |
| Honey | 35.2 | 36.8 | 0.9 | 36.4 | 37.5 | 0.4 |
| Chocolate spreads | 2.5 | 2.6 | 0.8 | 2.6 | 2.6 | 0.0 |
| Jams and preserves | 42.3 | 36.7 | −2.8 | 37.0 | 38.0 | 0.7 |
| Nut and seed based spreads | 3.4 | 3.9 | 2.8 | 3.9 | 4.0 | 0.5 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
||||||
In 2022, value sales of sweet spreads, honey, and maple products in the manufacturer sales price (ex-factory prices, therefore minus sales tax, value-added tax, retailer and wholesaler mark-ups, etc.) reached to US$554.5 million, representing a decline of CAGR at 2.3% from 2018. The value sales is expected to increase at a CAGR of 3.0%, US$641.4 million by 2027.
| Category | 2018 | 2022 | CAGR* % 2018-2022 | 2023 | 2027 | CAGR* % 2022-2027 |
|---|---|---|---|---|---|---|
| Sweet spreads | 609.8 | 554.5 | −2.3 | 582.5 | 641.4 | 3.0 |
| Honey | 265.7 | 255.1 | −1.0 | 264.8 | 294.6 | 2.9 |
| Chocolate spreads | 19.7 | 20.7 | 1.2 | 21.5 | 22.4 | 1.6 |
| Jams and preserves | 296.5 | 248.0 | −4.4 | 263.6 | 288.7 | 3.1 |
| Nut and seed based spreads | 28.0 | 30.8 | 2.4 | 32.7 | 35.6 | 2.9 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
||||||
In 2022, foodservice sales of sweet spreads, honey and maple products in Japan reached a total volume of 11.1 thousand tonnes, decreased at a CAGR of 7.1% (2018-2022). Foodservice sales are expected to increase at a CAGR of 2.9%, 12.8 thousand tonnes, by 2027.
| Category | 2018 | 2022 | CAGR* % 2018-2022 | 2023 | 2027 | CAGR* % 2022-2027 |
|---|---|---|---|---|---|---|
| Sweet spreads | 14.9 | 11.1 | −7.1 | 11.5 | 12.8 | 2.9 |
| Honey | 5.8 | 4.4 | −6.7 | 4.6 | 5.1 | 3.0 |
| Chocolate spreads | 0.1 | 0.1 | 0 | 0.1 | 0.1 | 0.0 |
| Jams and preserves | 8.9 | 6.5 | −7.6 | 6.8 | 7.5 | 2.9 |
| Nut and seed based spreads | 0.1 | 0.1 | 0 | 0.1 | 0.1 | 0.0 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
||||||
Competitive landscape
In 2022, the top-3 brands in Japan represented for 40.8% market share. Among the top-8 brands, Nutella (Ferrero & related parties) saw a highest market share growth at a CAGR of 18.9% from 2018 to 2022.
| Category | Brand name | Company name | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
|---|---|---|---|---|---|---|---|---|
| Sweet spreads | Aohata | Kewpie Corp | 21.7 | 22.5 | 20.2 | 20.7 | 20.4 | −1.5 |
| Sakura-jirushi | Kato Bros Honey Co Ltd | 14.4 | 14.6 | 15.6 | 14.8 | 12.9 | −2.7 | |
| Sonton | Sonton Food Industry Co Ltd | 9.2 | 8.8 | 7.5 | 7.5 | 7.5 | −5.0 | |
| Renge-jirushi | Japan Honey Co Ltd | 4.8 | 4.7 | 5.1 | 5.2 | 5.2 | 2.0 | |
| Sudo | Sudo Jam Mfg Co Ltd | 3.8 | 3.7 | 3.6 | 3.4 | 3.3 | −3.5 | |
| Verda | Kewpie Corp | 1.9 | 2.1 | 2.0 | 2.2 | 2.4 | 6.0 | |
| Meidi-ya | Meidi-Ya Co Ltd | 1.9 | 2.1 | 2.0 | 2.0 | 2.1 | 2.5 | |
| Nutella | Ferrero & related parties | 0.3 | 0.4 | 0.4 | 0.5 | 0.6 | 18.9 | |
| Private label | 17.7 | 16.7 | 16.3 | 15.2 | 15.5 | −3.3 | ||
| Others | 24.3 | 24.5 | 27.3 | 28.3 | 30.1 | 5.5 | ||
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
||||||||
Distribution channels
In 2022, store-based retailing distribution totaled a market share of 95.3% consisting of (81.9%) grocery retailers and non-grocery retailers (13.4%). Non-store e-commerce retailing holds the highest growth of market share amongst all retail distribution channels, at a CAGR of 0.5% from 2018 to 2022, driven by consumers increasing their online shopping presence due staying at home during the Covid-19 pandemic.
| Outlet type | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
|---|---|---|---|---|---|---|
| Total | 1,003.0 | 992.3 | 1,159.8 | 1,079.9 | 912.1 | −2.3 |
| Retail Channels | 1,003.0 | 992.3 | 1,159.8 | 1,079.9 | 912.1 | −2.3 |
| Retail Offline | 961.5 | 950.1 | 1,108.4 | 1,030.8 | 869.6 | −2.5 |
| Grocery Retailers | 823.2 | 813.5 | 963.4 | 890.7 | 747.3 | −2.4 |
| Convenience Retail | 6.3 | 6.7 | 6.5 | 6.0 | 5.1 | −5.1 |
| Convenience Stores | 6.3 | 6.7 | 6.5 | 6.0 | 5.1 | −5.1 |
| Supermarkets | 502.0 | 498.8 | 592.3 | 547.8 | 458.9 | −2.2 |
| Hypermarkets | 297.1 | 290.9 | 344.9 | 319.0 | 268.3 | −2.5 |
| Warehouse Clubs | 11.1 | 10.9 | 12.9 | 12.0 | 10.1 | −2.3 |
| Small Local Grocers | 6.6 | 6.2 | 6.8 | 5.9 | 4.9 | −7.2 |
| Non-Grocery Retailers | 138.3 | 136.7 | 145.1 | 140.1 | 122.3 | −3.0 |
| General Merchandise Stores | 61.4 | 60.1 | 54.0 | 53.8 | 48.2 | −5.9 |
| Health and Beauty Specialists | 76.9 | 76.6 | 91.1 | 86.4 | 74.0 | −1.0 |
| Retail E-Commerce | 41.6 | 42.1 | 51.4 | 49.1 | 42.5 | 0.5 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
||||||
Product launch and trends analysis
According to data from Mintel, 182 sweet spreads products were launched in Japan between 2017 and 2021. During this period, confiture and fruit spreads were the leading sub-category, followed by honey and caramel and cream spreads. Most popular claims among sweet spreads were that they were low/reduced sugar, or premium, or that they were no additives/preservatives. Aohata, Aeon and StylingLife Holdings were the three companies with the most launches in the past five years.
Like many Asian consumers, Japanese consumers want to restrict sugar intake due to health concerns (Mintel, 2022). The low/reduced sugar and no added sugar claim represent an important share of sweet spread launches in Japan. Major companies in sweet spreads are actively introducing new ways of eating their products to maintain their sales (Euromonitor International, 2022).
Convenience is set to be the key for Japanese sweet spreads consumers. As Japanese consumers are becoming increasingly busy due to the rising number of dual-income and single-person households. sweet Spreads products that save time and offer convenience are therefore likely to be highly appreciated. (Euromonitor International, 2022).
| Product attributes | Yearly launch count | ||||
|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | |
| Yearly product launches | 38 | 47 | 38 | 33 | 26 |
| Top five categories | |||||
| Confiture and fruit spreads | 25 | 23 | 19 | 23 | 12 |
| Honey | 6 | 5 | 2 | 2 | 8 |
| Caramel and cream spreads | 5 | 4 | 8 | 3 | 0 |
| Chocolate spreads | 1 | 4 | 3 | 2 | 3 |
| Syrups | 1 | 5 | 4 | 1 | 2 |
| Top five claims | |||||
| Low/reduced sugar | 0 | 0 | 0 | 11 | 7 |
| Premium | 7 | 2 | 3 | 3 | 3 |
| No additives / preservatives | 5 | 2 | 3 | 6 | 1 |
| No added sugar | 2 | 2 | 5 | 6 | 1 |
| Organic | 2 | 12 | 0 | 0 | 0 |
| Top five price groups (US dollars) | |||||
| 0.75 - 6.74 | 35 | 32 | 33 | 31 | 17 |
| 6.75 - 12.74 | 0 | 8 | 4 | 0 | 2 |
| 12.75 - 18.74 | 2 | 4 | 1 | 1 | 0 |
| 18.75 - 24.74 | 0 | 2 | 0 | 0 | 3 |
| 24.75 - 35.00 | 1 | 1 | 0 | 1 | 2 |
| Top four launch types | |||||
| Relaunch | 11 | 11 | 13 | 16 | 9 |
| New variety/range extension | 18 | 9 | 14 | 7 | 9 |
| New product | 5 | 21 | 5 | 5 | 3 |
| New packaging | 4 | 6 | 6 | 5 | 5 |
| Top five flavours (including blend) | |||||
| Unflavoured/plain | 7 | 8 | 4 | 4 | 9 |
| Blueberry | 5 | 3 | 4 | 4 | 2 |
| Strawberry | 5 | 1 | 2 | 2 | 3 |
| Orange/sweet orange | 2 | 3 | 1 | 1 | 3 |
| Maple/maple (syrup) | 0 | 4 | 3 | 0 | 1 |
| Top five companies | |||||
| Aohata | 5 | 10 | 11 | 20 | 8 |
| Aeon | 10 | 6 | 10 | 0 | 2 |
| StylingLife Holdings | 0 | 12 | 1 | 0 | 2 |
| Kewpie | 8 | 6 | 1 | 0 | 0 |
| Yamada Bee Farm | 2 | 2 | 1 | 2 | 5 |
| Source: Mintel, 2022 | |||||
Examples of sweet spreads products launched in Japan
Wild Blueberries in Maple Syrup
Source: Mintel, 2022
| Company | Aohata |
|---|---|
| Manufacturer | Aohata |
| Brand | Aohata |
| Sub-category | Confiture and fruit spreads |
| Store name | amazon.co.jp |
| Store type | Internet / mail order |
| Date published | February 2022 |
| Launch type | New variety / range extension |
| Price in US dollars | 21.17 |
Aohata Wild Blueberries in Maple Syrup have been added to the range. This product is described as Canadian small and rich fruit preserved in aromatic syrup. It retails in a pack containing three 85 gram units. Launched on November 25, 2021 with a recommended retail price of 2,408 yen.
Organic Maple Syrup
Source: Mintel, 2022
| Company | Aeon |
|---|---|
| Manufacturer | Aeon Topvalu |
| Brand | Topvalu Green Eye Organic |
| Sub-category | Syrups |
| Market | Japan |
| Location of manufacture | Canada |
| Store name | Aeon Supermarket |
| Store type | Supermarket |
| Date published | September 2018 |
| Launch type | New product |
| Price in US dollars | 6.78 |
Topvalu Green Eye Organic Maple Syrup is now available. This Canada Grade A Amber Rich taste maple syrup is organic from Quebec, Canada, and retails in a 250 gram pack bearing the JAS Ecocert logo. Launched on July 17, 2018 with a recommended retail price of 753 yen.
Additive-Free Blueberry Confiture
Source: Mintel, 2022
| Company | Châteraisé |
|---|---|
| Sub-category | Confiture and fruit spreads |
| Store name | Chateraise |
| Store type | Specialist retailer |
| Date published | November 2019 |
| Launch type | New product |
| Price in US dollars | 2.78 |
Châteraisé Additive-Free Blueberry Confiture is free from flavourings, colourings and preservatives. The product retails in a 95 gram jar. Launched on September 3, 2019 with a recommended retail price of 302 yen.
Apple & Butter Spread
Source: Mintel, 2022
| Company | Aohata |
|---|---|
| Sub-category | Confiture and fruit spreads |
| Store name | Sokai Drug Online Shop |
| Store type | Internet / mail order |
| Date published | September 2022 |
| Launch type | New variety / range extension |
| Price in US dollars | 2.56 |
Aohata Apple & Butter Spread is now available, and retail in a 145 gram pack.- Gives a rich aroma when heated - Contains a 45% sugar content - Launched on August 18, 2022, recommended retail price of 365 yen.
Apple & Cranberry Jam
Source: Mintel, 2022
| Company | Aohata |
|---|---|
| Sub-category | Confiture and fruit spreads |
| Store name | Sanwa |
| Store type | Supermarket |
| Store address | Inagi-shi, Tokyo 206-0824 |
| Date published | October 2022 |
| Launch type | Relaunch |
| Price in US dollars | 1.80 |
Aohata 55 Apple & Cranberry Jam has been relaunched, and retails in a 150 ggam jar.- Limited edition and seasonal variety- Rich jam- Low in sugar, with a 46% sugar content- Has the natural colour and aroma of fruit, with the acidity of green apple and cranberries- Launched on August 18, 2022, with a recommended retail price of 262 yen.
Pure Canadian Honey
Source: Mintel, 2022
| Company | Seven & i Holdings |
|---|---|
| Manufacturer | Kato Bihoen Honpo |
| Brand | Seven & i Holdings |
| Sub-category | Honey |
| Store name | Ito Yokado |
| Store type | Supermarket |
| Date published | December 2017 |
| Launch type | New variety / range extension |
| Price in US dollars | 4.82 |
Seven & i Premium Pure Canadian Honey is now available. This product comprises honey produced in Alberta, Canada and approved by the Member of the Japan Honey Fair Trade Council. It retails in a 200 gram upside down bottle. Launched on September 25, 2017 with a recommended retail price of 537 yen.
MG 100+ Manuka Honey Cream
Source: Mintel, 2022
| Company | Yamada Bee Farm |
|---|---|
| Sub-category | Honey |
| Store name | Yamada Bee Farm |
| Store type | Specialist retailer |
| Date published | October 2017 |
| Launch type | New variety / range extension |
| Price in US dollars | 14.47 |
Yamada Bee Farm MG 100+ Manuka Honey Cream is now available. It is made with the finest manuka honey from New Zealand and retails in a 100 gram jar. Launched on August 31, 2017 with a recommended retail price of 1,620 yen. Also available in a 200 gram jar for 3,024 yen.
Black Vinegar Honey
Source: Mintel, 2022
| Company | Egao |
|---|---|
| Sub-category | Honey |
| Store name | Egao Co., Ltd. |
| Store type | Internet / mail order |
| Date published | June 2022 |
| Launch type | New product |
| Price in US dollars | 8.03 |
Egao Zeitaku Kurozu Black Vinegar Honey is now available. This product is made with Japanese black rice vinegar and Japanese flower honey. It retails in an 80 gram pack containing ten 8 gram sachets. Launched on April 25, 2022 with a recommended retail price of 1,080 yen.
For more information
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For additional information on the Foodex Japan 2023, please contact:
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Resources
- Euromonitor International, Data statistics, 2022
- Euromonitor International, November 2022, Sweet Spreads in Japan
- Global Trade Tracker, 2022
- Mintel. A year of innovation in sweet and savoury spreads, 2022
- Mintel Global New Products Database, 2022
Sector Trend Analysis – Sweet spreads, honey and maple products in Japan
Global Analysis Report
Prepared by: ZhiDuo Wang, Market Analyst
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