Customized Report Service – Product Launch Analysis – Seaweed as an ingredient in Japan and South Korea

Sub-categories

A variety of food products with seaweed as an ingredient^{Footnote 1} were launched in both Japan and South Korea between January 2018 and February 2020. In Japan, the largest product launch category during this period occurred in the cakes, pastries & sweet goods sub-category with 1,291 products. This sub-category was followed by chilled desserts (641 products) and instant noodles (536 products). In South Korea, shelf-stable desserts was the leading sub-category with 189 products launched, followed by dairy based ice cream/frozen yogurt (132 products) and vegetables (125 products).

Claims

Most food products with seaweed as an ingredient did not have any specified claim in both Japan and South Korea. For products with claims, the "microwaveable" claim was leading in both markets. In Japan, 714 food products launched were claimed "microwaveable", followed by "time/speed" (639 products) and "limited edition" (635 products). In South Korea, 269 products were claimed microwaveable, followed by "ease of use" (252 products) and "no additives/preservatives" (175 products)

Flavours

Between January 2018 and February 2020, 277 unflavoured/plain food products containing seaweed were launched in Japan, representing the most popular flavour. Chocolate and strawberry were the second and third favorite flavors launched that contained seaweed. In South Korea, chocolate was the leading flavor at 51 products, followed by peach (46 products) and spice/spicy (38 products).

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• Unflavoured/plain: 277
• Chocolate: 207
• Strawberry: 202
• Salt/salted: 93
• Soy sauce/shoyu: 89
• Cheese: 80
• Matcha/maccha (green tea): 78
• Flavours unavailable: 68
• Caramel/caramelised: 61
• Chestnut: 59

Source: Mintel, 2020

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• Unflavoured/Plain: 268
• Chocolate: 51
• Peach: 46
• Flavours unavailable: 38
• Spice/spicy: 38
• Roasted/toasted: 35
• Strawberry: 32
• Salt/salted: 25
• Apple: 24
• Mango: 23

Source: Mintel, 2020

Ingredient origin

In the Japanese Korean markets, most ingredients used in these launched products did not specified their origin and most of those that specified their origin, originated from the domestic market. In Japan, the two other leading regions where the ingredients originated from were China and America, whereas in South Korea they came from China and Brazil.

Ingredient preparation

Powdered ingredient preparations was the leading ingredient preparation of food products containing seaweed launched in Japan with 3,600 products. The two other most important ingredient preparations were extracted (2,593 products) and processed (2,204 products). Powdered ingredient preparations were also leading in South Korea with 1,233 products launched, followed by mixed (1,038 products), and refined (1,029 products).

Top companies

In Japan, FamilyMart (353 products), Seven I Holdings (350 products), and Lawson (280 products) were the top three companies that launched food products containing seaweed. The top three companies in South Korea were Emart (111 products), Lotte Shopping (79 products) and CJ CheilJedang (69 products).

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Company	Number of products
FamilyMart	353
Seven & i Holdings	350
Lawson	280
Aeon	226
Bourbon	217
Ministop	199
Shikishima Baking	187
Ezaki Glico	163
Toyo Suisan Kaisha	155
Lotte	154

Source: Mintel, 2020

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Company	Sales
Emart	111
Lotte Shopping	79
CJ CheilJedang	69
Ottogi	58
Dongwon F&B	56
Lotte Confectionery	54
GS Retail	51
Hansalim	47
Paris Croissant	46
Pulmuone	46

Source: Mintel, 2020

Example of new products

Japan

Petit Creamy Chocolate Dessert

Company	Ropia
Brand	Ropia
Sub-category	Chilled desserts
Market	Japan
Store name	Tokyu Store
Store type	Supermarket
Date published	January 2020
Launch type	New variety/range extension
Price in US Dollars	1.19

Ropia Petit Creamy Chocolate Dessert is a dessert that contains trehalose from seaweed. This dessert is an extension of an existing product.

Ingredients (on pack): mostly dairy products, chocolate products, sugar, eggs, cocoa powder, wheat flour, gelatin, margarine, emulsified cooking oil, liqueur, starch, agar, trehalose, glycine, emulsifier, sorbitol, sodium hexametaphosphate, thickener (polysaccharide thickener), sodium caseinate, raising agent, flavouring, pH neutralizer, magnesium sulfate, potassium chloride, colouring (carotenoid)

Wakame Seaweed, Seafood Broth & Salt Ramen Noodles

Company	Acecook
Brand	Acecook Wakame
Sub-category	Instant Noodles
Market	Japan
Store name	Maruetsu
Store type	Supermarket
Date published	February 2020
Launch type	New variety/range extension
Price in US Dollars	0.96

The Wakame Seaweed, Seafood Broth & Salt Ramen Noodles is a new variety of a product. The wakame seaweed is commonly used in dishes in Korea and Japan.

Ingredients (on pack): deep fried noodles (wheat flour (domestic), vegetable oil, salt, soy sauce), soup (salt, bonito flake powder, soy sauce powder, seafood extract, starch, hydrolyzed protein, dextrin, spices, sugar, yeast extract, onion powder, vegetable oil), topping (wakame seaweed, corn, imitation crabs), processed starch, seasoning (contains amino acids), calcium carbonate, lye water, flavouring, carotenoid colour, antioxidant (vitamin E), acidifier, caramel colour, monascus colour, vitamin B2, vitamin B1

Mochi Rice Cake Matcha Green Tea Ice Cream

Company	Lotte
Brand	Lotte Yukimidaifuku
Sub-category	Frozen Desserts
Market	Japan
Store name	Sanwa
Store type	Supermarket
Date published	February 2020
Launch type	Relaunch
Price in US Dollars	1.46

The Mochi Rice Cake Matcha Green Tea Ice Cream is a relaunched product. This product contains trehalose from seaweed.

Ingredients (on pack): starch syrup, sugar, mochi sauce (sugar, hydrogenated starch syrup, azuki red beans, mochi rice powder, indigestible dextrin), mochi rice powder, vegetable oil, dairy, high fructose corn syrup, matcha green tea powder, starch, egg white powder (contains eggs), salt, sorbitol, trehalose, processed starch, emulsifier, stabiliser (polysaccharide thickener, agar), flavouring

South Korea

Assorted Fresh Seaweed

Company	Jeongjin
Brand	Jeongjin
Sub-category	Vegetables
Market	South Korea
Store name	Lotte Mart
Store type	Supermarket
Date published	February 2020
Launch type	New product
Price in US Dollars	1.66

This product cultivated in South Korea contains a mix of various types of seaweed.

Ingredients (on pack): assorted seaweed (95%) (sea string, seaweed stem, hijiki, kelp), salt (5%), sea salt (10%), refined salt (90%)

Seaweed & Wasabi Potato Chips

Company	Emart24
Brand	I'm e
Sub-category	Potato Snacks
Market	South Korea
Store name	Emart24
Store type	Convenience store
Date published	December 2019
Launch type	New variety/range extension
Price in US Dollars	1.27

This potato chips product, which is a new variety in South Korea, is seasoned with seaweed wasabi.

Ingredients (on pack):dried potato flake, palm olein oil (palm olein oil, antioxidant (butylated hydroxyanisole)), tapioca starch, seaweed wasabi seasoning (seaweed seasoning (seaweed flake (seaweed (100%)), soy sauce powder (soy sauce (soybean, water, salt), maltodextrin), onion powder, maltodextrin, D-tocopherol (mixed type)), artificial wasabi flavour), emulsifier (glycerin ester of fatty acid, soy lecithin), refined salt, sugar, chilli powder, flavour enhancer (monosodium L-glutamate)

Seasoned Wild Seaweed

Company	Samhae Commercial
Brand	The Hyundai
Sub-category	Vegetables
Market	South Korea
Store name	Hyundai Department Store
Store type	Department store
Date published	October 2019
Launch type	New variety/range extension
Price in US Dollars	11.73

This seasoned product is made with wild seaweed, brown rice oil and sesame oil.

Ingredients (on pack): wild seaweed (60.8%), brown rice oil (28.8%), sesame oil (7%), sea salt

Customized Report Service – Product Launch Analysis – Seaweed as an ingredient in Japan and South Korea
Global Analysis Report

Prepared by: Saidouba Camara

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