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In 2020, the annual consumption volume of chocolate products in Japan amounted to around *** kilograms per person, an increase from around *** kilograms in 2011. The domestic consumption of chocolate increased steadily in the last decade, reaching a record high in 2018.

Chocolate in Japan: A flavorful selection

The Japanese chocolate market is a diversified one, be it in packaging, product appearance or flavor. While chocolate in pouches and bags were the best-selling products in the retail sector, manufacturers often introduced sophisticated boxed assortments to match more formal occasions in a culture of food gift-giving and souvenirs.
Additionally, the spectrum of flavors inspired by the traditional food culture characterize the domestic industry. While dark, milk and white chocolate represent the staple products of the global market, Japanese manufacturers set no limits to the possibilities. Apart from market favorites like matcha or cheesecake, seasonal chocolate flavors like pumpkin or sweet potato were big sellers at retailers.

Do Japanese have a sweet tooth?

Confectioneries in Japan cover a wide range from chocolate and sugar-based sweets to savory snacks. Despite the broad selection, snacking was not necessarily a common habit among consumers. Even though chocolate ranked as one of the most popular desserts in Japan, only a minority consumed the sweet treat on a regular basis.