'About Japan' webinar series 215: Confectionery Market in Japan

12-09-2023 | 10:30 - 11:30 CET

What opportunities does the Japanese confectionery market offer to EU SMEs?

In 2022, the domestic retail sales value of confectionery products reached 3,436 billion yen, a 4.2% increase (139 billion yen) over 2021. Chocolate is the largest subcategory with 575 billion yen (16.7% share). Total volume imports of chocolate end products were 31,217 tonnes in 2022, with EU holding a 49.8% volume share with 15,535 tonnes.

In recent years, the confectionery market has faced challenges due to the ageing population and changing preferences. The market has remained resilient, and manufacturers have adapted by introducing new products and flavours.

Perceived health benefits have driven the demand for chocolate. EU actors with healthy product options aligning with health preferences of Japanese consumers, could find business opportunities in Japan.

Organic chocolate is gaining popularity in Japan and is a segment to target for EU SMEs. The same goes for organic biscuits although from a low level.

Japanese consumers appreciate high-quality and unique products. Unique flavours based on European craftmanship could be appealing to Japanese consumers.

The webinar is targeted to EU small- and mid-sized companies planning to enter the Japanese market for confectionery products, and companies seeking to strengthen their current positions in Japan.

In 40 minutes from your desk, discover:

  • Overview of the Japanese confectionery market
  • Trends and consumer preferences
  • Retail sales channels
  • Key factors for a successful market entry
  • Potential niches where EU companies can differentiate themselves


  • Introduction
  • Expert’s presentation
  • Q&A Session
  • Conclusion

Registration deadline: 11 September 2023

Speaker: Maths Lundin, founder of Sweden Japan Consulting Co., Ltd. (SJC), has more than 35 years of experience working in Japan in sectors such as home appliances, food service equipment and nanotechnology. He is now working as consultant helping European companies set up business in Japan. 

Moderator: Sofia Smerzi, Business Support Coordinator, EU-Japan Centre for Industrial Cooperation
Organizer: EU-Japan Centre for Industrial Cooperation - Brussels Office



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