In the context of a declining population, the sweet biscuits, snack bars and fruit snacks market in Japan is expected to see a slight decrease in volume sales over the forecast period. However, the category is set to register a positive trend in value due to price increases, particularly for large bag types.
In 2025, major biscuit brands have focused on various campaigns, particularly on social media, to engage their audiences more dynamically. One of the most active brands in promotions was Ginbis's Tabekko Dobutsu, which targeted Generation Z and children with a strategic use of character branding.
While the premium chocolate market is well-established, the premium biscuits market in Japan had not seen comparable growth until recently. Sweet biscuits, which are well-suited to Japan's hot and humid summers, have always maintained a steady demand as gifts.
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Understand the latest market trends and future growth opportunities for the Sweet Biscuits, Snack Bars and Fruit Snacks industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Sweet Biscuits, Snack Bars and Fruit Snacks industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Sweet Biscuits, Snack Bars and Fruit Snacks
This is the aggregation of sweet biscuits, snack bars, and fruit snacks.
See all of our definitionsThis report originates from Passport, our Sweet Biscuits, Snack Bars and Fruit Snacks research and analysis database.
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