Japan’s Growing Elderly Population Impacts Bakery & Cereals Sector

Japan’s aging population is proving to be a key driver in its Bakery & Cereals sector, according to leading consumer specialist new report: Market Focus: Trends and Developments in the Bakery & Cereals Sector in Japan.
The death toll resulting from the 2011 earthquake exacerbated the general decline in Japan’s population size, which is primarily driven by a low birth rate and strong immigration laws; Japan’s over 65 population outnumbers children in the 0-14 age range, with 34% and 13% respectively.

Consequently, whilst the majority of Food & Grocery sales in Japan is through Hypermarkets and Supermarkets, the preference of elderly consumers to shop at local Convenience stores provides a significant opportunity for this channel as the population ages. However, the preference for Hypermarket and Supermarket channels is more pronounced with regard to the purchase of Bakery & Cereal products than the broader Food & Grocery category, and so the effect of Japan’s aging population may have a more muted effect on the Bakery & Cereals sector.



Japan’s aging population is also proving to have a driving effect on product offerings in its Bakery & Cereals sector. For instance, the specific nutritional needs of the elderly have informed ‘Kellogg’s Brown Rice Flake’: a cereal that targets older consumers’ desire for health benefits by using ingredients that are traditionally associated with cold prevention.  

This report provides a concise overview of the Bakery & Cereals market in Japan. It provides:

• Analysis of consumer behaviour, economic conditions, and demography, which reveals emerging opportunities in the Bakery & Cereals sector.
• Analysis of market dynamics for 11 Bakery & Cereal categories, which highlights key growth categories.
• Market shares for the leading brands and private label across Bakery & Cereals categories.
• An overview of packaging trends in the Japanese Bakery & Cereals sector, including primary packaging material and type, packaging closures, and outer packaging.

• A proper understanding of:
• The size of the market
• The economic, demographic, and behavioural trends that will drive the market’s evolution
• The market’s leading players
• New entrants and established players to gain rapid and comprehensive insight into the current state of the market, and identify key trends that will drive growth in the coming years.
• Rapid identification of key opportunities across 11 Bakery & Cereal categories and their packaging