Commodity Innovation Series - Snapshot of Maple Product Trends in Japan

May 2017

Commodity Innovation Series - Snapshot of Maple Product Trends in Japan (PDF Version, 160KB) | Help with downloadable formats

Maple trade

99.6% of Japan's imports of maple products come from Canada

Maple as the ingredient

Top innovative markets for maple products in Asia Pacific, 2011 to 2016

Maple products: Description of this image follows.
Description
Product innovation rating scale
Innovation Criteria Australia Japan South Korea Hong Kong Singapore India Philippines New Zealand Indonesia Taiwan
Relaunch 3 5 2 3 5 2 6 2 5 3
New product 18 16 19 18 17 19 15 19 16 18
Product line diversity 7 11 9 7 5 4 5 4 3 2
Health & wellness claims 16 10 12 11 11 11 10 10 8 8
Rating scale: Excellent (20-17), Very good (16-13), Good (12-9), Fair (8-5), Low (4-0)

New products using maple as the ingredient are on a rise:

Japan's top companies to launch maple products with their leading brands from 2011 to 2016
Company Number of products launched
Tohato 29
Lawson 18
FamilyMart 17
Domremy 13
Nissin Cisco 13

Japan's ageing population enjoys premium products with health claims

Top 5 claims:

  1. Limited edition
  2. Seasonal
  3. High/Added fiber
  4. Vitamin/Mineral fortified
  5. Economy

Top 5 growing claims:

  1. On-the-go
  2. Convenient packaging
  3. Low/No/Reduced sugar
  4. Premium
  5. Wholegrain

Consumers are favouring convenient packaging such as microwavable packages

Top package types:

  1. Flexible
  2. Tub
  3. Tray
  4. Flexible stand-up pouch
  5. Flexible sachet

Top packaged materials:

  1. Plastic unspecified
  2. Polypropylene plastic
  3. Metallised film
  4. Polyethylene plastic
  5. Polystyrene plastic

55% of new product launches occurred in bakery product category from 2011 to 2016

Top 5 categories:

  1. Bakery
  2. Snacks
  3. Desserts and ice-cream
  4. Breakfast cereals
  5. Ready to drink

Top 5 sub-catogories:

  1. Cakes, pastries and sweet goods
  2. Sweet biscuits/cookies
  3. Chilled desserts
  4. Snack/Cereal/Energy bars
  5. Corn-based snacks

38% of new launches were priced between US$0.91 and US$1.30 from 2011 to 2016

Top 5 unit price ranges:

  1. US$0.91 - 1.30
  2. US$1.31 - 1.70
  3. US$1.71 - 2.10
  4. US$ 0.51 - 0.90
  5. US$2.51 - 2.90

Top 5 unit pack sizes:

  1. 240.0 millilitres
  2. 10.5 grams (g)
  3. 40.0 g
  4. 50.0 g
  5. 60.0 g
Distribution channels and labelling of Japan's maple products from 2011 to 2016 - Percentage of total new launches
Store type Branded Private label
Convenience Store 15.1% 23.9%
Supermarket 27.4% 3.5%
Specialist Retailer 2.3% 1.2%
Drug Store/Pharmacy 2.7% 0.0%
Natural/Health Food Store 1.5% 0.0%
Internet/Mail Order 1.2% 0.4%
Department Store 0.8% 0.0%

Factors of consideration

Recommendations for entry

Source

Note:

How we can help

We offer multiple programs and services to help you achieve your international business goals, such as the Agri-Food Trade Service, AgriMarketing Program, and Canada Brand. International Trade Commissioners are also an excellent point of contact for export advice and can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions, and local business contacts.

Have we piqued your interest?

For more information on opportunities in Japan or to join our distribution list, contact Single Window at aafc.mas-sam.aac@canada.ca

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