The Japanese jelly beverages market expands to a ¥100 billion scale amidst COVID-19, attracting and retaining new users

Capturing a wide range of demand from women, seniors, students, and more, companies are focusing on appealing packaging, health functionality, and ease of opening to drive growth.

According to Intage SRI+, the sales revenue of the jelly beverage market in 2023 (January-December) increased by 9.9% compared to the previous year, reaching ¥990 billion. Although the market experienced a decline in 2020 due to the self-restraint measures amidst the COVID-19 pandemic, it has been expanding again since 2021. This expansion can be attributed to the increased demand for home recovery during the pandemic and the need for health management during vaccination, which attracted and retained new users who had not previously consumed jelly beverages. Additionally, the relaxation of restrictions on movement from 2023 has led to an increase in consumption opportunities during commuting and sports activities.

In response to this trend, major companies have been diversifying their offerings to meet evolving consumer needs. The sales revenue of the top brand “in Jelly” (manufactured by Morinaga) increased by 8.5% from April to December. Strong performance in convenience stores and drugstores contributed to the brand’s growth, with glucose being a significant contributor as an “energy for thought” item.

Recent movements related to glucose include the attention garnered when shogi (Japanese chess) grandmaster Sota Fujii was seen consuming it during matches, particularly boosting demand among students preparing for exams.

Since its renewal as a functional labeled food product in 2020, "Chelate Lemon Citric Acid 2700 Jelly" (by Pokka Sapporo Food & Beverage) has continued to experience growth.

The "Purun Purun Qoo" (Coca-Cola System) has been performing well due to its ability to cater to carrying for outings with children.

In 2023, sales of the "PERFECT VITAMIN Daily Vitamin Jelly" series by House Wellness Foods saw a double-digit increase, driven by the success of the newly added "Contains all 13 essential vitamins" copy following last year's packaging revamp.

The top brand "in Jelly" (by Morinaga Confectionery) recorded an 8.5% increase in sales revenue from April to December. Strong turnover in convenience stores and drugstores contributed to the brand's growth, with glucose serving as an "energy for thought" item, further enhancing its performance.

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