Top Trends in High Protein Snacking in Japan
Japanese consumers’ snacking habits have been shifting to include more high protein snacks in their diets. More than half (54%) of Japanese consumers have changed their snacking habits from products like chocolate and confections to high protein and/or low sugar products.1
These high protein snacks range from high protein cookies to high protein yogurt, with both dairy and plant proteins popular fortification choices for Japanese snacks. Health is driving the interest in protein snacks, with 24% of Japanese consumers saying a high protein claim makes a snack healthy.2
Here’s a look at the top trends in high protein snacking in Japan to help brands better understand this market.
1. Snacking is Hunger-Driven
In exploring why Japanese consumers snack, research by FMCG Gurus reveals hunger is the number one reason.3 Unlike some other countries where indulgence and boredom are rising to the top as snacking motivators, in Japan, two in three consumers choose to snack to alleviate hunger.4 Since protein provides satiety, snacks that are high in protein address consumers’ prime reason for snacking.