Chocolate in Japan

• history of chocolate
• consumption of chocolate
• mass market
• fine chocolatiers
• specialities
• highlights

History of chocolate

• Japan is Asia's largest consumer market for chocolate confectionary
• The market does account for a small portion of the global market
• Chocolate is not a traditional food
• The chocolate market capitalises on functional chocolate products containing flavonoids and rich dark chocolate with exotic fruits and vegatable flavours

History of chocolate

• Started being consumed during occupation when the American soldiers threw candy to Japanese children
• Dutch people coming to Japan sometimes brought a chocolate drink with them
• The first solid bar of chocolate sold in Japan is said to been in the Meiji era

Valentines day

• Valentines day sees the women give chocolate to men as a token of their love. This includes male relatives, co-workers, friends and bosses
• White Day is the 14th March. This is where men give women chocolate to their loved ones. White chocolate is very popular.

Global market share by region 2011
W. Europe 32%
N. America 20%
Asia 17%
Latin America 20%
Middle East and Africa 4%
Australasia 2%

Consumption of chocolate

• In 2009 they produced 196,553 tons of chocolate with a manufacturers value of $38 million. This increased to $11.4 billion in 2011.
• Per capita chocolate consumption is 1.67 kilos with an expenditure of $82 per person

Mass market

• Top 5 brands include Lotte, Meiji, Seika Kaisho, Monnaga & co, Ezaki Glico and Mary chocolate
• Kit Kat has been Japans favourite chocolate since 2012.

Meiji chocolate

• The organisation started in 1926
• It is Japans best known confectionary
• It now has its own cafe in Tokyo called 100% Chocolate Cafe

Fine chocolatiers

• Domestic artisan markets are flourishing
• Chocolate is becoming increasingly premium with luxury brands such as Godiva and Lindt becoming more of a mass market.

Royce

• Founded in 1983 in Sapporo it has been producing unique chocolates
• Now has stores located across Asia, The Middle East, America and Australia
• A variety of chocolates such as bars and individual chocolates are sold
• They even sell potato crisps covered in chocolate
• The best selling chocolate is Nama chocolate, which are chocolates that is rich and smooth chocolate rectangles

Highlights

• Japanese KitKat boutique opened in Tokyo in 2014. It stocks exclusive varieties in collaboration with Japanese chocolatier Takogd. There are 3 special varieties - Sublime Butter, Special Sakura Green Tea and Special

Highlights

• The Japanese have introduced lots of interesting flavours to chocolate including green tea, chilli and even garlic
• It is the elderly pensioners that consumer the most chocolate.
• Working people in Japan are stressed and premium chocolate is a relief from stress.