Japan Chocolate Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Japanese Chocolate Market is segmented by Type (Milk and White Chocolate and Dark Chocolate); by Product Type (Softlines/ Selflines, Countlines, Molded Chocolates, and Other Products); by Distribution Channel (Supermarkets/ Hypermarkets, Specialist Retailers, Convenience Stores, Online Channels, and Other Distribution Channels). The report offers market size and value in (USD million) for all the above segments.

Japan Chocolate Market Size

Japan Chocolate Market Summary
Study Period: 2018 - 2028
CAGR: 7.5 %

Major Players

Japan Chocolate Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Japan Chocolate Market Analysis

The Japan Chocolate Market size was valued at USD 4,634.30 million in 2022, and is expected to reach USD 5,031.93 million by 2028, growing at a CAGR of 1.66% during the forecast period (2023-2028).

High cacao chocolate played a significant role in the expansion of chocolate confectionery in Japan due to the widespread and prominent publicity across various media in Japan regarding the health benefits of cacao, including helping to reduce blood pressure and to prevent arteriosclerosis, obesity, and cancer, as well as minimizing levels of stress and the effects of allergies and rheumatism. With government policy and employer initiatives driving an increase in the number of women in the paid workforce to address the country's labor shortage, female consumers are spending their increased purchasing power on premium chocolate treats to reward themselves for their hard work.

An increasing number of specialty stores had also remained closed for an extended period owing to disruptions in the supply chain of raw materials followed by lockdowns, resulting in lower volume consumption of premium chocolates, and an increasing number of premium chocolate manufacturers reported declining sales of their premium chocolate. Consumers seeking to consume premium chocolates are more likely to demand greater transparency from the product, as considerations such as authenticity are some of the prime factors likely to boost the consumption of premium chocolates.

Japan Chocolate Industry Segmentation

Japanese chocolates have witnessed developments, including increasing awareness regarding the health benefits of cacao, helping to reduce blood pressure and prevent arteriosclerosis, obesity, and cancer, and minimizing levels of stress and the effects of allergies and rheumatism. The Japanese chocolate market is segmented by type, product type, and by distribution channel. The by-type segment is further segmented into white, milk, and dark chocolate. Based on the product type, the market is divided into softlines/ selflines, countlines, molded chocolates, and other product types. By distribution channels, the chocolate market is segmented as supermarkets/ hypermarkets, specialist retailers, convenience stores, online channels, and other distribution channels. For each segment, the market sizing and forecast have been done on the basis of value (in USD million).

By Type
Dark Chocolate
Milk and White Chocolate
By Product Type
Molded Chocolates
Other Product Types
By Distribution Channel
Specialist Retailers
Convenience Stores
Online Channel
Other Distribution Channels

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Japan Chocolate Market Trends

This section covers the major market trends shaping the Japan Chocolate Market according to our research experts:

Growing Demand for Free-from Products

The rise in health consciousness among consumers and the increased awareness about the disadvantages of consuming artificial ingredients fuel the sales of organic and sugar-free chocolate in the Japanese market. Healthier products’ sales are correlated with consumer transformations and shifts in choices. Similarly, the market for free-from products witnessed consistent growth in the region. The market for free-from products is largely driven by today’s ingredient-conscious shoppers, which led the market to flourish with gluten-free brands, sugar-free confectioneries, and vegan chocolates. As the trend of plant-based foods and non-dairy products continues to rise, the market is witnessing a high demand for dairy-free chocolate products. Currently, several innovations are being made in the industry in the better-for-you category. As a result, chocolates that are free from dairy, gluten, and soy ingredients are now gaining popularity in the market studied. As consumer habits and diets change rapidly, the market is expected to witness more product launches related to dairy-free chocolates. For instance, in May 2022, Lindt and Springuli launched new vegan chocolate bars in exciting flavors like hazelnut, salted caramel, and original.

Premium Chocolate Market: Retail Sales Value of the Free-from Products Market, in USD million, Japan, 2018 - 2021

Supermarket/Hypermarket is the Most Preferred Distribution Channel

The hypermarkets/supermarkets segment of the market accounts for a considerable share of chocolate sales, with dark chocolates, chocolate bars, multipacks, and boxed chocolates being the most popular choice among consumers. With the wider shelf space and greater product exhibition, players are expanding their product availability in various supermarket chains. The factors, such as business expansion and the rising number of hypermarkets and supermarkets, add to the sales of these retail formats and significantly contribute to the high penetration into the chocolate market. Shopping at hypermarkets/supermarkets is also perceived as useful due to the frequent price promotions, and the global players and regional players adopt unique strategies to launch their products in these stores to increase their consumer base through the target market. Keio Store, a supermarket chain operated by Keio Group, is a familiar sight across Japan. As Keio Stores are commonly found in the suburbs and next to train stations, they are visited by many people to buy daily groceries. Moreover, the increasing market share of the hypermarket segment may be attributed to the consumers’ practice of purchasing products in bulk and family packs. Consumers prefer making fewer trips to the stores to receive more value for their money, which, in turn, increases the sales of chocolate and other confectionery products in Japan.​​ ​

Chocolate Market- Market Share (%), By Distribution Channel, Japan, 2021

Japan Chocolate Industry Overview

Japan's Chocolate Market is consolidated due to the major players having the majority of the share. Some leading players in the Japanese chocolate market include Nestle Japan Co. Ltd., Meiji Holdings Co. Ltd, Morinaga & Company Ltd, Lindt & Sprungli AG, and Lotte Corporation. The major players in the market are adopting product innovation as their major strategy to attract consumers. Due to consumers' changing tastes and preferences, there have been considerable developments in products by various market players. The players in the market studied, including Yildiz Holding and Ferrero SpA, have been operating with well-established chocolate forms and flavors, with periodic addition of new flavors in this segment. These players are also looking for ways to reach a wider audience.

Japan Chocolate Market Leaders

  1. Meiji Holdings Co., Ltd. 

  2. Morinaga & Company, Ltd.

  3. Lotte Corporation

  4. Nestle Japan Co. Ltd.

  5. Lindt & Sprungli AG

*Disclaimer: Major Players sorted in no particular order

Japan Chocolate Market Concentration

Japan Chocolate Market News

  • October 2022: Nestle Japan Co. Ltd. launched "KitKat mini Tokyo Island Lemon", a new KitKat using powder Island lemon, a specialty of Ogasawara Island, Tokyo.
  • September 2022: Yuraku Seika Co., Ltd. launched new chocolate to their Black Thunder premium series, i.e., Thunder blissful butter, to captivate young consumers.
  • February 2022: Lindt Japan released new Sakura and Cream Lindor chocolate balls for sale in Japan. These chocolates are made with white chocolate.

Japan Chocolate Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Dark Chocolate

      2. 5.1.2 Milk and White Chocolate

    2. 5.2 By Product Type

      1. 5.2.1 Softlines/Selflines

      2. 5.2.2 Countlines

      3. 5.2.3 Molded Chocolates

      4. 5.2.4 Other Product Types

    3. 5.3 By Distribution Channel

      1. 5.3.1 Supermarket/Hypermarket

      2. 5.3.2 Specialist Retailers

      3. 5.3.3 Convenience Stores

      4. 5.3.4 Online Channel

      5. 5.3.5 Other Distribution Channels


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Mars Incorporated

      2. 6.3.2 Ferrero SpA

      3. 6.3.3 The Hershey Company

      4. 6.3.4 Nestle Japan Co. Ltd

      5. 6.3.5 Lindt & Sprungli AG

      6. 6.3.6 Meiji Holdings Co. Ltd

      7. 6.3.7 Morinaga & Company Ltd

      8. 6.3.8 Lotte Corporation

      9. 6.3.9 Royce' Confect Co. Ltd

      10. 6.3.10 Yuraku Seika Co. Ltd

    4. *List Not Exhaustive

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Japan Chocolate Market Research FAQs

The Japan Chocolate Market is studied from 2018 - 2028.

The Japan Chocolate Market is growing at a CAGR of 7.5% over the next 5 years.

Meiji Holdings Co., Ltd. , Morinaga & Company, Ltd., Lotte Corporation, Nestle Japan Co. Ltd., Lindt & Sprungli AG are the major companies operating in Japan Chocolate Market.

Japan Chocolate Industry Report

Statistics for the 2023 Japan Chocolate market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Japan Chocolate analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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