Japan market for Hydrocolloids is increasing due to increasing demand for convenience foods, particularly confectioneries. About 50% of Japanese consumers choose sugar or chocolate confectionery foods as a snack for an afternoon refreshment between lunch and dinner. Products that offers good taste along with health advantage are preferred on a major scale. Items that provide advantage, such as white teeth, fresh breath, etc. are more favored by young adults

The demand for natural hydrocolloids market is largely driven by the rising number of health-conscious consumers in the country. The consumer preference for naturally derived products has made the food industry to look at hydrocolloids as thickeners, gelling agents, texturizer and stabilizer in food processing, to improve the shelf life of food products and preserve the product during heating. The increased consumption of confectionery products across the world is another reason driving the demand for hydrocolloids, as these natural products give the consumer the desired taste and texture while at the same time addressing the concerns of calorie-conscious consumers.