This report sheds light on trends in the healthy snack market, which has been expanding in recent years, and analyses Japanese consumers’ attitudes and behaviours toward snacks, with an eye to market opportunities.
For the purposes of this report, healthy snacks are defined as foods that provide specific nutrients or health benefits (eg high protein, low sugar, organic, gluten free, plant-based). The term ‘guilt-free snacks’ refers to snacks that consumers feel less guilty about eating due to the health benefits they provide.
The main sub-categories within the food & drink category which are included in this report are as follows, although other sub-categories may also be mentioned if necessary:
Sports & energy drinks, bakery, breakfast cereals, dairy, chocolate confectionery, sugar & gum confectionery, carbonated soft drinks, hot beverages, juice drinks, quick-to-prepare foods, RTDs, nutritional drinks & other beverages, desserts & ice cream, side dishes, snacks, soup, processed fish, meat & egg products
In the healthy snack market, development of small portion, high nutritional value products is accelerating in response to consumers’ focus on self-care and the availability of anti-obesity drugs. Consumers increasingly avoid ultra-processed foods and look for clear functionality and safety. As balancing great taste and healthiness becomes the norm, it’s important to develop options that can flexibly accommodate consumers’ individual goals and preferences.
Yuri Terakado, Research Analyst – Food and Drink, Japan
Collapse All
-
Executive summary
- Overview, scope of this Report, targets and definitions
- Global market overview
- Three global market factors
- Three global trends in the healthy snack market
- Overview of the Japanese market and consumers
- Japanese market overview
- Rising value for snacks as a purpose-driven self-care tool
- Opportunities in the Japanese market
- Ways to optimise healthy snacks by consumption purpose
-
Global market overview
- Three global market factors
- 1. The market size of healthy snacks
- Global snack market size
- Global market size of healthy snacks
- Graph 1: healthy snack market* revenue, 2023-30
- The healthy snack market in North America
- Graph 2: healthy snack market* revenue, 2023-30
- The healthy snack market in Europe
- Graph 3: healthy snack market* revenue, 2023-30
- The healthy snack market in the Asia-Pacific region
- Graph 4: healthy snack market* revenue, 2023-30
- 2. Regional trends in the health claims of new food and drink products
- Health claim trends and characteristics by market
- Trends and characteristics of health claims in the North American market
- North America: health claims in new products
- Graph 5: trends in top 10 health claims for new products* in selected food & drink categories, 2020-25
- Trends and characteristics of health claims in the European market
- Europe: health claims in new products
- Graph 6: trends in top 10 health claims for new products* in selected food & drink categories, 2020-25
- Trends and characteristics of health claims in the Asia-Pacific market
- Asia-Pacific: health claims in new products
- Graph 7: trends in top 10 health claims for new products* in selected food & drink categories, 2020-25
- 3. Regulatory environment
- Stronger regulations on clean label and FOPL
-
Global trends
- Three global trends in the healthy snack market
- 1. Blurring of boundaries between snacks and meals
- Demand for snacks in small portions with high nutrition grows stronger as lines between snacks and meals blur
- Protein driving trend towards more nutritious snacks
- Spread of GLP-1 agonists boosts high protein and small volume/high nutritional value products
- Growing interest in protein quality
- New standard for multi-faceted protein quality based on latest research, practical recommendations announced
- Functional snacks that are indulgent and can provide nutrition are expanding
- Products on the market
- Consumers’ interest in snacks focuses on specific health indicators
- 2. Rise in multiple-element claims and mental wellness expansion
- Gut health × blood sugar management
- The rise of products claiming gluten free x added value
- Products that claim multiple elements
- Active promotion of mental wellness and brain function support claims
- 3. Consumers expect ‘clean’ snacks to be natural, sustainable and transparent
- Avoiding ultra-processing: short ingredient lists as motivation to buy
- Making safety and low-processing visual
- A good example by Cidou
- Upcycled ingredients: a differentiating point that combines cutting food waste and boosting nutrition
- Products on the market
-
Japanese market overview
- The market size of healthy snacks in Japan
- Graph 8: healthy snack* market size, 2024, 2032
- Proportion of health claims in new products in Japan
- Graph 9: trends in top 10 health claims for new products* in selected food & drink categories, 2020-25
- Overview of regulations and policies
- Overview of key regulations and policies related to healthy snacking
- Three major factors driving market growth
- 1. Rising awareness of self-care
- 2. Lifestyle changes
- 3. Super-ageing
- Four rising consumer interests in Japan’s healthy snack market
- Four growing concerns in Japan’s healthy snack market
- 1. Nutrient intake, health maintenance and ease-of-use
- High protein market growth
- Low effort required is the most prominent need, even for healthy meals
- Graph 10: selected factors consumers say they need in order to have a more nutritionally balanced diet, 2018-24*
- Meal replacement expanding
- Rise in consumers’ wellness mindset supports the expansion of meal replacements
- Products on the market
- Advancements in food personalisation
- Trial ventures progress toward achieving effortless good health
- 2. Mood management and sleep support
- Expansion of food and drink for mood management and sleep support
- The role of products offering high satisfaction even in small quantities for mental wellbeing
- 3. Healthy and delicious indulgences
- Offering both healthiness and great taste is a fundamental prerequisite for product selection
- Products on the market
- Social media and high interest in beauty drive demand among younger women for Instagrammable healthy treats
- Commercialisation of popular healthy indulgence from foodservice is a hit
- 4. Natural and clean label oriented
- Healthy traditional food re-evaluated and updated
- Use of fermented ingredients like koji is expanding
- Wider use of upcycled ingredients and ingredient transparency
- Products made with upcycled ingredients
-
Japanese consumer insights
- Rising value for snacks as a purpose-driven self-care tool
- 1. Consumers want healthy snacks that combine immediate gratification with great taste
- Top effects consumers want from healthy snacks are everyday, immediate improvements they can feel the benefit of
- Graph 11: desired effects of healthy snacks, 2025
- Women more likely to expect healthy snacks to help with small health issues
- Graph 12: desired effects of healthy snacks, 2025
- Strong health associations alone won’t raise consumer purchase intent
- Graph 13: attributes associated with snacks being healthy, 2025
- Graph 14: key considerations when purchasing snacks, 2025
- Consumption frequency increases most notably for chocolate, cementing its position as a balance between good health and great taste
- Graph 15: changes in eating frequency, by food category, 2025
- 2. Among men aged 18-39, there is a segment with a strong desire for self-investment through food
- Men aged 18-39 have strong drive to invest in their performance and health
- Graph 16: reasons for spending more than usual, 2024
- Graph 17: price tolerance, by food and drink characteristics, 2025
- Men aged 18-29 highly interested in performance enhancement and value ingredients that support this goal
- Graph 18: selected desired effects of healthy snacks, 2025
- Graph 19: price tolerance among men aged 18-29, by food and drink characteristics, 2025
- Men aged 18-39 more willing to pay a higher price for beauty benefits from food
- Graph 20: price tolerance, by food and drink characteristics, 2025
- 3. Unmet demand for guilt-free snacks for women aged 40+
- Women aged 18-29 top all categories for snacking frequency increase
- Graph 21: changes in frequency of snacking by product type over the past six months, 2025
- With the spread of healthy snacks and social media, it’s easier for women under 40 to swap indulgent treats for healthier options
- Graph 22: selected women’s snacking behaviours, 2025
- Women under 40 less likely to crave highly palatable snacks, while women over 40 maintain or increase level of craving
- Graph 23: selected behaviours related to snacking, 2025
- Demand for guilt-free snacks higher among women aged 40+
- Graph 24: proportion of women within each age group who need guilt-free snacks*, 2025
- Women aged 40+, characterised by guilt-free snacking needs, strongly associate natural, nutritional balance and good fats with health
- Graph 25: selected attributes associated with snacks being healthy, 2025
- Women aged 40+ who want guilt-free snacks highly value treats that help them self-regulate
- Graph 26: price tolerance of women aged 40+ with guilt-free snack needs, by characteristics of food and drink, 2025
- 60% of women aged 40+ who want guilt-free snacks seek gut health support
- Graph 27: benefits desired from healthy snacks among women aged 40+, by guilt-free snacking needs, 2025
- 4. Indications of demand for meal replacement among the senior generation
- Demand for meal replacement not just among younger consumers but also among seniors
- Graph 28: price tolerance, by food and drink characteristics, 2025
- Perceptions of snacking may be improving among men aged 50+
- Graph 29: selected behaviours related to snacking, 2025, 2025
- Among consumers who need meal replacements, desired benefits of healthy snacks vary greatly by age and gender
- Graph 30: benefits desired from healthy snacks among consumers willing to pay more for complete nutrition foods, by age and gender, 2025
-
Opportunities in the Japanese market
- Approaches to optimise healthy snacks by purpose of consumption, which is crucial
- Addressing the distinct needs of younger men and women
- Provide more effective stress reduction and recovery support
- Ingredients catering to younger women looking for new flavours and textures
- Expand nutritional support options
- Meal replacements that leverage ingredients, designed for snacking on the go
- Convenient alternatives to vegetable juices for consumers concerned about blood sugar levels
- Enhance the comforting effects of guilt-free snacks
- Guilt-free snacking lifts emotional satisfaction with multi-faceted claims plus nostalgia
- AI-supported healthy snack gifts and subscriptions
- Guilt-free treats offering satisfaction in a single bite with trusted Japanese ingredients
-
APPENDIX
- Consumer survey methodology
- Definition of generations
- Infegy Atlas – coverage and full list of search terms used
Market Intelligence Made EasierWith Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
