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Ice cream was rated the most popular dessert in Japan. According to a survey conducted in October 2024, the cold treat was in the top three favorite sweets of over ** percent of respondents.

A unique experience: Japan’s ice cream flavors

In 2023, around *** thousand kiloliters of ice cream were sold in Japan, which translates into a domestic sales value of almost *** billion Japanese yen. As the majority of ice cream is produced by domestic manufacturers, the flavors are customized to cater to local preferences.
Vanilla, chocolate, and cookies and cream are considered the most popular ice cream flavors in Japan, while traditional Japanese flavorings like matcha and adzuki beans did not fall behind in popularity. For consumers looking for a more unique experience, manufacturers offer the frozen treat in bold flavors inspired by tofu, squid ink, soy sauce, wasabi, or garlic.

Sweets in Japan: Between tradition and innovation

The domestic market encompasses a wide array of sweets, ranging from traditional Japanese confectionery (wagashi) to Western-style baked goods. "Wagashi" ranked in place as the most popular dessert among Japanese consumers. The traditional confectionery made up an integral part of the confectionery production in Japan, rivaling the importance of the chocolate. However, despite not ranking high as a consumer favorite, steady retail sales of Western confectionery hint at a lucrative market, which includes waffles, pies, cream puffs, and other Western pastry-like confectioneries.