Challenges and solutions in five confectionary categories in Japan by Yamaseiya, the Leading Confectionery Wholesaler.

Yamaseiya, through discussions with confectionery manufacturers, has identified challenges and devised solutions for five key categories: snacks, rice crackers, candies, biscuits, and chocolates. These solutions will be presented to retailers at the “ARISTA FAIR 2024,” scheduled for June 19 and 20. It was noted that “despite the declining population in the Japanese market, there is still room to increase per capita consumption.”

Yamaseiya, Japan’s leading confectionery wholesaler, has developed strategic proposals to address challenges across five key categories: snacks, rice crackers, candies, biscuits, and chocolates. These proposals will be presented to retailers at the upcoming “ARISTA FAIR 2024,” scheduled for June 19 and 20.

Snacks:

• Challenges: Decreased purchase opportunities among younger generations and reduced overall consumption.
• Solutions: Zone healthy snacks in regular sales areas to increase purchases for children and create seasonal eating opportunities by establishing commemorative days, such as “Potato Day” on May 30th.

Rice Crackers:

• Challenges: Limited purchase opportunities among younger generations and a weak health image.
• Solutions: Promote head-to-head comparisons with snacks to boost purchase quantities and develop a texture hardness chart to highlight the benefits of chewing strength as part of dietary education.

Biscuits:

• Challenges: Difficulty in establishing new products and stagnation in regular sales areas.
• Solutions: Organize events where customers can participate in gacha (capsule toy vending machines) upon purchasing specific manufacturers’ products and implement zoning based on consumer eating scenes and preferences to enhance engagement.

Candies:

• Challenges: Market and customer fixation.
• Solutions: Focus on emerging subcategories such as sugar-free and lactic acid bacteria-infused throat lozenges and plan a promotional campaign for “Throat Lozenge Day” on November 15th.

Chocolates:

• Challenges: Seasonal decline in demand during the summer.
• Solutions: Recommend pairing chocolate with yogurt, inspired by the popular Korean product “Biyo,” which combines chocolate and yogurt, and propose summer recipes incorporating chocolate.

By addressing these category-specific challenges with targeted strategies, Yamaseiya aims to drive category revitalization and increase consumption in the Japanese market.

Source: Shokuhin Shinbun June 15th 2024