Competitive Landscape
Meiji and Lotte Defend Leadership with Trusted Brands and Targeted Innovation
Chocolate confectionery in Japan is moderately concentrated, with Meiji and Lotte holding leading positions. In 2026, both Meiji Co Ltd in first position and Lotte Co Ltd in second place have reached a share of 15% each, while the third largest player, Morinaga and Co Ltd, holds 6%.
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Overview:
Understand the latest market trends and future growth opportunities for the Chocolate Confectionery industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Chocolate Confectionery industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Chocolate Confectionery in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Chocolate Confectionery in Japan?
- Which are the leading brands in Chocolate Confectionery in Japan?
- How are products distributed in Chocolate Confectionery in Japan?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Chocolate Confectionery?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Japan?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Chocolate Confectionery in Japan - Category analysis
Key Data Insights
Chocolate Confectionery Summary
Lotte Defends Share by Shrinking Pack Sizes and Innovating Flavours
Meiji Captures Tourist Demand with Year-Round Matcha Innovation
Premiumisation Sustains Mass Brands Amid Affordability Pressures
Manufacturers Shrink Formats and Elevate Storytelling to Defend Value
Imports and Adjacent Snacks Erode Share as Domestic Innovation Lags
Meiji and Lotte Defend Leadership with Trusted Brands and Targeted Innovation
Grocery Retailers Dominate Due to Price Sensitivity among Consumers
E-Commerce Gains Momentum as Shoppers Seek Convenience and Value
Health and Beauty Specialists and E-Commerce Reshape Retail Landscape with Value Focus
Lotte and Meiji Adapt Product Design to Balance Value and Indulgence
Premium Ghana and Meiji Expand Their Reach through Targeted Innovation
Legacy Brands Defend Share as Affordable Indulgence Bridges Everyday and Premium
Snacks in Japan - Industry Overview
2026 Developments
Key Data Insights
Familymart Drives Demand for Visible Value through Volume-Led Promotions
Meiji Leverages Co-Creation to Blend Nostalgia with Novelty
Familymart Challenges Shrinkflation with Anniversary Offer
Meiji and Familymart Blend Trust with Value-Focused Innovation
Lotte and Calbee Sustain Lead with Brand Trust and Value
Supermarkets Capture Price-Driven Shoppers
E-Commerce Expansion Lags as Shoppers Favour In-Store Purchasing
Familymart Responds to Price Pressures with Quantity-Led Value
Meiji Transforms Trusted Brands with Consumer-Led Co-Creation
Lotte and Calbee Sustain Leadership through Adaptive Portfolios
Country Reports Disclaimer
The following categories and subcategories are included:
Chocolate Confectionery
- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
Chocolate Confectionery
This is the aggregation of tablets, countlines, chocolate pouches and bags, boxed assortments, seasonal chocolate, chocolate with toys, and other chocolate confectionery. Nuts and fruits covered in chocolate are included in this category. Note that chocolate overtly positioned for baking/cooking purposes is excluded from Euromonitor International's confectionery coverage.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Chocolate Confectionery research and analysis database.
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