, Japan
Source: Calbee website

Calbee’s expansion seeks to counter declining savory snack market in Japan: Analyst

Calbee plans to expand in China and North America.

Japanese snack brand Calbee’s move to expand in China and North America is intended to counter the decline in Japan’s savory snack market, GlobalData reported. 

Calbee plans to invest $1b in the next three years in mergers and acquisitions, equipment upgrades, and automation to build its “Made in Japan” brand in China and North America. 

Calbee holds 16-20% value share in the highly fragmented savory snacks market in Japan.

“The Japanese savory snacks sector slowed down following the onset of COVID-19, which led to low retail footfall and supply chain bottlenecks. Moreover, health-conscious consumers limited their intake of unhealthy snacks to keep fit amid the health crisis,” Bobby Verghese, Consumer Analyst at GlobalData, said.

“Though the pandemic control measures were lifted in 2022, soaring inflation undermined the sector’s recovery. With more savory snacks manufacturers factoring in the rising raw materials and fuel costs into their product prices, Japanese consumers are curtailing purchases.”

Read more: Japan’s kaintenzushi restaurant chains eye global expansion

GlobalData found that 31% of Japanese consumers are switching to cheaper brands or cheaper alternatives within the same brand. 

As a result, value sales of savory snacks in Japan are expected to decline further by 1.8% compound annual growth rate over 2022­–2027.


Follow the link for more news on

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!


ION Orchard marks 15 years as a premier retail destination
The mall is proactive in conducting surveys to identify trends and optimise its tenant mix.
Thai developer says malls stand out as ‘offline super apps’
The tangible business model for entertainment, dining, and retail under one roof still works, and improves with technology.