Sustainability is the future of the Japanese chocolate market
The tides are turning: Research proves Japanese consumers consider sustainability an important factor.
In tandem, consumer awareness in Japan on existing sustainability issues has also ascended to unprecedented levels. Until two years ago, little attention was given to sustainability. However, that has since changed significantly when the Japanese government decided to embrace the United Nation’s 2030 Sustainable Development Goals ahead of the 2020 Summer Olympics.
In a 2019 consumer insights research1 by Barry Callebaut, 72% of Japanese consumers consider sustainability as an important factor when purchasing food and drinks.
In fact, 31% said it is “very important” or “extremely important”.
The research also shows that more than 70% of Japanese consumers link sustainable chocolate to a sense of feeling good, better quality, trustworthiness and alignment with their personal values.
This alignment can be found through the Japanese expression “mottainai” which means “too good to waste”, and is a belief deeply ingrained in Japanese culture that conveys love and respect for nature.
Pascale Meulemeester, Managing Director for Barry Callebaut in Japan, said,
The time for action is now. The new Japanese consumers do not just want chocolate that is tasty and good for them, but also good for the planet and its people. This presents a great opportunity for chocolate manufacturers and artisans to unite behind a common ambition to make sustainable chocolate the norm. We are now working with several companies to develop sustainable products for Japan and we're looking forward to the announcement in the near future.