Customized Report Service – Product Launch Analysis – Seaweed as an ingredient in Japan and South Korea
Note: This report includes forecasting data that is based on baseline historical data.
Introduction
Many food products containing seaweed as an ingredient were launched on the Japanese and South Korean markets. According to Mintel, 5,996 food products containing seaweed were launched between January 2018 and February 2020 in Japan. During the same period, 1,886 products with seaweed as an ingredient were launched in the South Korean market.
Seaweed is used in a variety of food products, including bakery goods, snacks, noodles and ice cream or vegetables. Moreover, seaweed is becoming a popular food with various flavours in both Japan and South Korea. Many seaweed food extracts such as trehalose and carrageenan are used in the preparation of food products.
Sub-categories
A variety of food products with seaweed as an ingredientFootnote 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).
Sub-category | Number of products |
---|---|
Cakes, pastries and sweet goods | 1,291 |
Chilled desserts | 641 |
Instant noodles | 536 |
Dairy based ice cream and frozen yogurt | 252 |
Potato snacks | 252 |
Sweet biscuits/cookies | 226 |
Prepared meals | 224 |
Dry soup | 185 |
Sandwiches/wraps | 146 |
Other sauces and seasonings | 124 |
Meal kits | 121 |
Shelf-stable desserts | 101 |
Bread and bread products | 89 |
Non-individually wrapped chocolate pieces | 85 |
Pastilles, gums, jellies and chews | 82 |
Pasta sauces | 81 |
Fish products | 78 |
Rice snacks | 76 |
Hors d'oeuvres/canapes | 60 |
Spoonable yogurt | 58 |
Source: Mintel, 2020 |
Sub-category | Number of products |
---|---|
Shelf-stable desserts | 189 |
Dairy based ice cream and frozen yogurt | 132 |
Vegetables | 125 |
Instant noodles | 121 |
Meal kits | 97 |
Cakes, pastries and sweet goods | 96 |
Meat products | 77 |
Stocks | 72 |
Flavoured milk | 69 |
Fish products | 66 |
Wet soup | 58 |
Prepared meals | 52 |
Plant based drinks (dairy alternatives) | 48 |
Other sauces and seasonings | 37 |
Processed cheese | 35 |
Pastilles, gums, jellies and chews | 31 |
Poultry products | 30 |
Frozen desserts | 30 |
Hors d'oeuvres/canapes | 28 |
Water based ice lollies, pops and sorbets | 28 |
Source: Mintel, 2020 |
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)
Claim | Number of products |
---|---|
Not specified | 2,016 |
Microwaveable | 714 |
Time/speed | 639 |
Limited edition | 635 |
Ethical - environmentally friendly package | 534 |
GMO free | 490 |
Seasonal | 452 |
Ease of use | 386 |
No additives/preservatives | 384 |
Source: Mintel, 2020 |
Claim | Number of products |
---|---|
Not specified | 646 |
Microwaveable | 269 |
Ease of use | 252 |
No additives/preservatives | 175 |
Premium | 168 |
Convenient packaging | 140 |
Vitamin/mineral fortified | 107 |
Ethical - environmentally friendly package | 104 |
Economy | 84 |
Cobranded | 69 |
Other | 275 |
Source: Mintel, 2020 |
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 origin | Number of products |
---|---|
Not specified | 4,413 |
Domestic | 1,025 |
Japanese | 172 |
Chinese | 88 |
American | 73 |
Hokkaido | 63 |
Thailand | 52 |
Worcester | 41 |
Wales | 39 |
Canada | 30 |
Source: Mintel, 2020 |
Ingredient origin | Number of products |
---|---|
Not specified | 1,704 |
Cheongyang | 79 |
Korea | 22 |
Chinese | 10 |
Brazil | 8 |
Glacial | 7 |
Bologna | 7 |
Japanese | 5 |
Jeju | 5 |
Swiss | 5 |
Source: Mintel, 2020 |
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).
Ingredient preparation | Number of products |
---|---|
Powdered | 3,600 |
Extract | 2,593 |
Processed | 2,204 |
Neutral | 1,588 |
Paste | 1,161 |
Hydrolysed | 1,040 |
Cream | 944 |
Flakes | 882 |
Fermented | 873 |
Dry | 853 |
Source: Mintel, 2020 |
Ingredient preparation | Number of products |
---|---|
Powdered | 1,233 |
Mixed | 1,038 |
Refined | 1,029 |
Purified | 1,014 |
Extract | 614 |
Concentrate | 601 |
Processed | 477 |
Dry | 344 |
Cream | 332 |
Liquid | 318 |
Other | 138 |
Source: Mintel, 2020 |
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

Description of above image
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
Resources
- Mintel Global New Products Database, 2020
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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