Retail value sales of snacks are set to rise in current terms in Japan in 2025, though retail volume sales are expected to fall. In Japan, the economic landscape presents a unique challenge for consumers and manufacturers alike. According to Euromonitor's Economies and Consumers data, the median disposable income per household in Japan has shown minimal growth, with an increase of only 1.0% in 2024 and an anticipated 1.7% in 2025 in current terms. Despite these slight increases, the real picture becomes grimmer when considering the rising product prices and the depreciating yen, which has dealt a significant blow to the economy, particularly affecting products that rely heavily on imported ingredients. These conditions have led to a sharp increase in prices over recent years. With inflation recorded at 2.7% in 2024 and expected to be 2.5% in 2025, real wages have essentially shown negative growth. In constant 2024 prices, the median disposable income per household decreased by 1.7% in 2024 and is predicted to contract by 0.8% in 2025.
The 2025 Osaka Expo has significantly increased inbound tourism to Japan, revitalising domestic travel and boosting the snacks industry. Major snacks manufacturers are enjoying increased sales of uniquely Japanese flavours such as matcha and red bean in convenience stores and outlets like Don Quijote. In response to this surge, there has also been a heightened focus on developing products specifically for gifting. For instance, in April 2025, Calbee launched the premium potato snacks, PotatoBasic Umeda! flavour and PotatoRoast Skiyade! flavour, themed around Osaka, catering specifically to Expo visitors and gift buyers.
Lotte Co Ltd looks set to remain the largest player in snacks in Japan in 2025. The company continues to benefit from a diverse portfolio that includes ice cream, chocolates, biscuits, and gum. Although headquartered in South Korea, Lotte has a longstanding history in the Japanese market since 1948, with most of its products exclusively available in Japan. This deep-rooted presence has allowed Lotte to maintain long-selling brands across various categories, endearing it to a wide range of consumers.
In Japan, convenience stores and supermarkets have traditionally been the primary channels for snacks shopping. However, recent years have seen significant growth in drugstores as a popular shopping destination, diversifying consumer purchasing options. Additionally, Costco has become a favoured shopping venue due to its unique product offerings and large store sizes, which differ significantly from typical Japanese supermarkets.
Retail value sales of snacks are expected to rise in Japan over the forecast period, while volume sales decline. The growth of disposable income remains limited in the country, with no significant increase expected in the near future. Particularly in 2025, the price of rice, a staple food for the Japanese, has seen a substantial rise, likely causing many consumers to feel the pinch of increased expenditures. In addition, a declining population continues to hinder volume growth in various categories. However, amidst these economic challenges, certain types of snacks, such as sweet biscuits and savoury snacks, are gaining popularity for their cost-effectiveness and satiety, providing good value for money.
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Understand the latest market trends and future growth opportunities for the Snacks industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Snacks
This report originates from Passport, our Snacks research and analysis database.
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