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Snack machine: new trend. |
Despite rising costs and an economic downturn, the snack market in Japan has been growing plump over the past four years.
Yano Research reported that the shipment value of snacks (not including actual sales) in Japan last year was US$21.1 billion, an increase of 1.2% compared to 2007.
The aging Japanese population and fewer children had analysts previously predicting that the snack market would considerably decrease, as products were mainly targeted at kids.
But snack manufacturers have started to develop new marketing strategies aimed mainly at adult men, to win back sales.
Office Glico, a product offered by Japan’s Glico, is an elegantly simple solution to provide vended snacks to office workers at low cost.
Office snacks are offered to companies in large cities, providing an in-house means of catering without large overheads. Snacks include chocolate, candies and ice cream stored in either a box or refrigerator, with each item on sale at about US$1.
The custom of office snacking is new to Japan, but as lifestyles have changed, so people are more prepared to enjoy snacks and other refreshments.
Companies just need to offer space in the office for a box or refrigerator to be placed there by the catering firm; there's no need to pay for installation or maintenance. The catering firm takes care of all the food and its presentation.
The snack market has also benefited from lower expectations among workers to eat out. Now, to save money, an increasing number buy a snack to accompany alcohol and enjoy drinking and eating at home.
For suppliers of snacks, packaging and receptacles, the lifestyle changes in Japan are likely to be a significant source for sales. Paradoxically, given the way that Japanese innovations are often picked up abroad, the possibilities for other mature, office-inclined cities abound.
from Miki Taguchi, Osaka Office
