日本のヘルシースナック市場：製品タイプ別、主張別、包装タイプ別、流通チャネル別、地域別、機会、予測、2018年～2032年

日本のヘルシースナックの市場規模は、2024年に10億1,000万米ドルとなりました。同市場は、2032年には14億8,000万米ドルに達すると予測され、2025年から2032年までの予測期間のCAGRは4.85%になるとみられています。

日本のヘルシースナック市場は、健康志向の高まり、高齢化、食生活の嗜好の進化を背景に急拡大しています。日本の消費者動向は、ナチュラルローソンのようなヘルシーなスナック菓子の新チェーンをオープンする傾向にある一方、海藻や大豆のスナック菓子のような、世界のプロテインブームにも対応したスナック菓子を採用しています。海苔、納豆、せんべい、干物といった日本の伝統食品は市場に影響を与え、メーカーは現代の健康動向に合わせてこれらの商品を近代化しています。若い消費者や健康信奉者は、植物性スナック、プロバイオティクス、高タンパク質オプションを好みます。それとは別に、消費者は日本の食習慣に広く見られるような、純粋な自然の風味を持つ栄養密度の高い小粒のスナック菓子を好みます。特定の食品を選ぶ際の重要な要素は、最小限の加工とクリーンな表示です。この動向は、腸の健康促進、美容、リラクゼーションなど、その他の特典のあるスナック菓子をより多くの人々に消費させる食品カンリとともに力強く続いています。

市場が成長するもう一つの方法は、コンビニエンスストア、スーパーマーケット、さらにはオンライン・プラットフォームなど、強力な小売露出とともに政府の健康プログラムを通じてです。国際的なブランドがこの分野に参入する一方で、日本人の食生活を深く理解している地元ブランドがシェアを獲得しています。健康意識が飛躍的に高まるにつれ、日本企業は他大陸での市場拡大に注力しています。

例えば、2024年8月、Peagasus Tech Venturesは日本のCalbee, Inc.と事業拡大のために提携しました。Peagasusはこの提携により、革新的な新製品や新技術を生み出す米国、欧州、イスラエル、アジアの起業家とCalbeeを結びつけます。Calbeeはこれらの企業と協力して、栄養価の高い新しいスナック菓子や製造方法、ビジネス戦略を生み出したいと考えています。

当レポートでは、日本のヘルシースナック市場について調査し、市場の概要とともに、製品タイプ別、主張別、包装タイプ別、流通チャネル別、地域別動向、および市場に参入する企業のプロファイルなどを提供しています。

目次

第1章 プロジェクトの範囲と定義

第2章 調査手法

第3章 エグゼクティブサマリー

第4章 お客様の声

第5章 日本のヘルシースナック市場の見通し、2018年～2032年

• 市場規模の分析と予測
• 市場シェア分析と予測
• 市場マッピング、2024年
  • 製品タイプ別
  • 主張別
  • 包装タイプ別
  • 流通チャネル別
  • 地域別

第6章 需要供給分析

第7章 輸出入の分析

第8章 PESTLE分析

第9章 ポーターのファイブフォース分析

第10章 価格分析

第11章 市場力学

第12章 ケーススタディ

第13章 競合情勢

• 市場リーダートップ5の競合マトリックス
• 参入企業トップ5のSWOT分析
• 市場の主要企業トップ10の情勢
  • Meiji Holdings Co., Ltd.
  • Morinaga & Co., Ltd.
  • Otsuka Holdings Co., Ltd.
  • Danone S.A.
  • Calbee, Inc.
  • Asahi Group Food, Ltd.
  • Ezaki Glico Co. Ltd.
  • Natural Lawson (Lawson, Inc.)
  • AEON TOPVALU Co., Ltd.
  • Snackme Inc.

第14章 戦略的提言

第15章 調査会社について・免責事項

List of Tables

• Table 1. Competition Matrix of Top 5 Market Leaders
• Table 2. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 3. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. Japan Healthy Snacks Market, By Value, In USD Billion, FY2018-FY2032F
• Figure 2. Japan Healthy Snacks Market, By Volume, In Tonnes, FY2018-FY2032F
• Figure 3. Japan Healthy Snacks Market Share (%), By Product Type, FY2018-FY2032F
• Figure 4. Japan Healthy Snacks Market Share (%), By Claim, FY2018-FY2032F
• Figure 5. Japan Healthy Snacks Market Share (%), By Packaging Type, FY2018-FY2032F
• Figure 6. Japan Healthy Snacks Market Share (%), By Distribution Channel, FY2018-FY2032F
• Figure 7. Japan Healthy Snacks Market Share (%), By Region, FY2018-FY2032F
• Figure 8. By Product Type Map-Market Size (USD Billion) & Growth Rate (%), FY2024
• Figure 9. By Claim Map-Market Size (USD Billion) & Growth Rate (%), FY2024
• Figure 10. By Packaging Type Map-Market Size (USD Billion) & Growth Rate (%), FY2024
• Figure 11. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), FY2024
• Figure 12. By Region Map-Market Size (USD Billion) & Growth Rate (%), FY2024

Japan healthy snacks market was estimated to be worth USD 1.01 billion in FY2024. The market is expected to reach USD 1.48 billion by FY2032F, growing at a CAGR of 4.85% for the forecast period between FY2025 and FY2032.

Japan's healthy snacks market is expanding rapidly, driven by increasing health consciousness, an aging population, and evolving dietary preferences. The country promotes Japanese consumers follow a trend of opening new chains of healthier snack options such as Natural Lawson, while also adopting snacks like seaweed and soybean snacks that also cater to the protein boom around the globe. Traditional Japanese foods such as seaweed, natto, rice crackers (senbei), and dried fish have influenced the market, with manufacturers modernizing these items to align with contemporary health trends. Young consumers and health devotees favor plant-based snacks, probiotics, and high-protein options. Apart from that, consumers boast smaller nutrient-dense snacks with pure natural flavors as prevalent in Japanese eating practices. Important factors in the selection of certain food products comprise minimum processing and clean labeling. The trend continues strong with shokuhin kanri, which influences more people to consume snacks with additional benefits such as promoting gut health, beauty, or relaxation.

Another way the market grows is through government health programs alongside strong retail exposure, including convenience stores, supermarkets, and even online platforms. While international brands enter the segment, local brands take up the share because of their deep understanding of Japanese dietary habits. As health awareness grows exponentially, Japanese companies focus on expanding their market in other continents.

For instance, in August 2024, Peagasus Tech Ventures partnered with Japan's Calbee, Inc. to expand business. Pegasus will use this collaboration to link Calbee with entrepreneurs in the United States, Europe, Israel, and Asia creating innovative new products and technology. Calbee wants to work with these businesses to create new, nutritious snack items, production methods, and business strategies.

Aging Population and Traditional Japanese Diet are Fueling the Market Growth

Health consciousness in Japan, propelled by lifestyle diseases like obesity, diabetes, and heart ailments, has fueled the healthy snacks market. Consumers, including senior citizens, are more interested in consuming functional foods as they deliver more health benefits apart from mere nourishment. Anti-aging, gut-friendly, and immune-boosting snacks are in high demand due to the aging population of Japan. Thus, probiotics, fiber, and protein-rich products are trending in the regional market. Japanese consumers are now on the lookout for low-calorie, sugar-free, and additive-free snacks, thus prompting brands to rethink ways of creating such healthy offerings while working on the taste and convenience as well.

The foundation of Japan's healthy snack market lies in its traditional food culture, which emphasizes balance, portion control, and natural ingredients. Snacks derived from long-standing Japanese staples-such as seaweed, natto, miso, and rice-have been reformulated into convenient, modern options with enhanced health benefits. While companies also introduce a wide range of healthy yogurts for the end users.

For instance, in October 2024, Morinaga & Co., Ltd. launched three new products in collaboration with Morinaga Milk Industry Co., Ltd.'s popular product "Morinaga Aloe Yogurt": "Hi-Chew Premium Aloe Yogurt Flavor", "Large Ramune Aloe Yogurt Flavor", and "Morinaga Aloe Yogurt Flavor Sandwich Cookies"

Government Policies and E-commerce Growth to Propel Market Growth

The Japanese government is highly promoting healthy food through initiatives, i.e., the Food with Functional Claims (FFC) system. Under this regulation, a company can label any of its products with health benefits after scientific evidence has been made for that product, and this makes it easier for consumers to recognize "healthier" options. Because of the well-developed retail distribution channels established by Japan, including convenience stores, supermarkets, and specialty health store chains, accessing healthy snacks is now possible. Convenience stores are in a race to keep up with the trends of consumers with high stocks of organic, gluten-free, and protein-rich snacks.

Additionally, the rise of e-commerce and direct-to-consumer models has enabled local and international brands to reach a wider audience. Online platforms such as Rakuten, Amazon Japan, and dedicated health food websites allow consumers to explore niche healthy snacks, driving market expansion. Furthermore, companies offer online pre-sales to increase the demand for these healthy snacks and acquire business intelligence.

For instance, in August 2023, Herbalife of Japan (Herbalife International, Inc.) started online pre-sales of "Soy Nuts" (limited quantities), a delightful savory flavor and crispy texture of carefully roasted soybeans. Each bag contains 9 grams of protein but only 100 calories, and the package is individually wrapped for easy portability.

Bakery Segment Holds the Largest Market Share

Based on type, the bakery segment leads in the market due to higher accessibility, cultural acceptance, and convenience. The segment benefits from a strong retail infrastructure and widespread availability in convenience stores, making healthy bakery snacks highly accessible. Categories in higher demand comprise pastries, cakes, and bread, while premium baked goods have increased in popularity with an eco-friendly or organic slant. The automation process has helped assure quality plus consistency with the rising demand. The shift toward healthier formulations, and low-calorie/sugar/protein-enriched alternatives, keeps the bakery segment in the clear lead in Japan's booming healthy snacks market. The companies further experiment with innovative flavors like meat or cacao flavors.

In November 2024, Meiji Holdings Co., Ltd. launched a nutrient-rich snack made with Innovative 'Cacao Granules'. The firm has added a new snack product, Spicy Crisp, to its WELLCACAO line. It is made with cacao granules, a unique cacao-based component. Through a carefully regulated fermentation process, this innovative ingredient minimizes bitterness while preserving vital nutrients like lipids and polyphenols.

Future Market Scenario (FY2025 - FY2032F)

Protein-enriched snacks are anticipated to gain traction, supported by dietary recommendations and consumer interest in high-protein foods.

Functional ingredients like probiotics, prebiotics, and antioxidants are likely to be incorporated into snacks to promote gut health and immunity.

The bakery segment leads due to innovations in low-calorie, whole-grain, and protein-rich formulations.

Key Players Landscape and Outlook

The competitive strategy in Japan's healthy snacks market is driven by innovation, consumer-centric product development, and strategic positioning. Companies are leveraging the growing demand for convenient, nutrient-dense snacks by introducing products enriched with functional ingredients like probiotics, antioxidants, and plant-based proteins. The focus on clean-label products with natural and minimally processed ingredients aligns with consumer preferences for transparency and health-conscious choices. Additionally, manufacturers are targeting specific dietary needs, such as gluten-free, vegan, and low-sugar options, to cater to diverse demographics. Companies focus on the nutritional value of different nuts, seeds, and dried fruits while utilizing the benefits in the products.

For instance, in May 2024, Ezaki Glico Co., Ltd. launched baked cheesecake pocky; almond koka milk. It is available at selected FairPrice outlets, Prime, Cold Storage and Giant supermarkets, 7-Eleven and Cheers convenience stores, Esso petrol stations and online platforms RedMart and pandamart.

Table of Contents

1. Project Scope & Definitions

2. Research Methodology

3. Executive Summary

4. Voice of Customers

• 4.1. Respondent Demographics
• 4.2. Brand Awareness
• 4.3. Factors Considered in Purchase Decisions

5. Japan Healthy Snacks Market Outlook, FY2018-FY2032F

• 5.1. Market Size Analysis & Forecast
  • 5.1.1. By Value
  • 5.1.2. By Volume
• 5.2. Market Share Analysis & Forecast
  • 5.2.1. By Product Type
    • 5.2.1.1. Dried Fruits, Nuts and Seeds
    • 5.2.1.2. Bakery
    • 5.2.1.3. Confectionery
    • 5.2.1.4. Dairy
    • 5.2.1.5. Others
  • 5.2.2. By Claim
    • 5.2.2.1. Gluten-Free
    • 5.2.2.2. Low/No Sugar
    • 5.2.2.3. Low/No Fat
    • 5.2.2.4. Others
  • 5.2.3. By Packaging Type
    • 5.2.3.1. Bag and Pouches
    • 5.2.3.2. Boxes
    • 5.2.3.3. Cans
    • 5.2.3.4. Jars
    • 5.2.3.5. Others
  • 5.2.4. By Distribution Channel
    • 5.2.4.1. Supermarkets and Hypermarkets
    • 5.2.4.2. Departmental/Convenience Stores
    • 5.2.4.3. Online
    • 5.2.4.4. Others
  • 5.2.5. By Region
    • 5.2.5.1. North
    • 5.2.5.2. Central
    • 5.2.5.3. South
  • 5.2.6. By Company Market Share (Top 5 Companies, Others - By Value, FY2024)
• 5.3. Market Mapping, FY2024
  • 5.3.1. By Product Type
  • 5.3.2. By Claim
  • 5.3.3. By Packaging Type
  • 5.3.4. By Distribution Channel
  • 5.3.5. By Region

6. Demand Supply Analysis

7. Import and Export Analysis

8. PESTLE Analysis

9. Porter's Five Forces Analysis

10. Pricing Analysis

11. Market Dynamics

• 11.1. Market Drivers
• 11.2. Market Challenges

12. Case Studies

13. Competitive Landscape

• 13.1. Competition Matrix of Top 5 Market Leaders
• 13.2. SWOT Analysis for Top 5 Players
• 13.3. Key Players Landscape for Top 10 Market Players
  • 13.3.1. Meiji Holdings Co., Ltd.
    • 13.3.1.1. Company Details
    • 13.3.1.2. Key Management Personnel
    • 13.3.1.3. Key Products Offered
    • 13.3.1.4. Key Market Focus and Geographical Presence
    • 13.3.1.5. Recent Developments/Collaborations/Partnerships/Mergers and Acquisitions
  • 13.3.2. Morinaga & Co., Ltd.
  • 13.3.3. Otsuka Holdings Co., Ltd.
  • 13.3.4. Danone S.A.
  • 13.3.5. Calbee, Inc.
  • 13.3.6. Asahi Group Food, Ltd.
  • 13.3.7. Ezaki Glico Co. Ltd.
  • 13.3.8. Natural Lawson (Lawson, Inc.)
  • 13.3.9. AEON TOPVALU Co., Ltd.
  • 13.3.10. Snackme Inc.

14. Strategic Recommendations

15. About Us and Disclaimer