Japan CPG Report
Welcome, fellow creative professionals and CPG enthusiasts, to a fascinating exploration of Japan's current trends in consumer packaged goods!
Last month we went to Japan for a little bit of business & pleasure and we didn’t come back empty handed. While we don’t do packaging design at Knotably Studio, we work closely with leading CPG brands in the US (and occasionally Europe) by crafting short form motion content, primarily for brands' advertising channels.
So naturally, we spent nearly half of our trip to Japan walking down supermarket aisles and collecting evidence of abundant Japanese CPG scene to compile the report you’re about to read right now.
Today we'll take a delightful journey through the world of Japanese snacks, drinks, sweets, and more through the prism of packaging design and local CPG trends. From innovative packaging materials to captivating label aesthetics, Japan continues to inspire us with its unique blend of tradition and innovation.
① Minimalist Packaging
Embracing the philosophy of "less is more," many Japanese CPG brands are adopting modern and minimalist packaging designs. Clean lines, understated colors, and simplified typography create a sleek and sophisticated look that appeals to local design-conscious consumers.
② Whimsical Characters & Illustrations
On the other end of the spectrum, playful and whimsical illustrations have always been on the top of popularity in Japan's CPG market. Eye-catching characters, vibrant colors, and imaginative storytelling make these products stand out on shelves and ignite the curiosity of consumers of all ages.
③ Sustainable Materials
With a growing focus on environmental consciousness around the globe, Japanese CPG brands are not behind on embracing sustainable materials for their packaging. Biodegradable, recyclable, and compostable options are being widely explored, reflecting a commitment to reducing their carbon footprint and promoting eco-friendly practices, starting with the very basic goods offered at local combini stores.
④ Fusion Flavors available in Japan only
Japan is known for its culinary creativity, and that obviously extends to its CPG industry. Exciting fusion flavors are emerging, blending traditional Japanese tastes with international influences. From matcha-infused chocolate (read : matcha-infused-everything) to squid- or wasabi-flavored chips, these bold combinations offer a delightful sensory experience loved by both local consumers and curious tourists.
How about Caramel Pudding KitKat that you can put into the oven for a toasty finish? You’ve read that right!
⑤ Craftsmanship Celebrations
Japan has a long-standing appreciation for craftsmanship, and this trend is now reflected in its CPG products. Brands are celebrating the artistry and traditional techniques used in creating snacks, drinks, and sweets, imbuing their products with a sense of heritage and authenticity.
⑥ Health-Conscious Alternatives
As wellness takes center stage in the US market, health-conscious alternatives are gaining momentum in the Japanese CPG landscape as well. From gluten-free snacks to sugar-free beverages, brands are focusing on delivering nutritious options without compromising on taste or quality. Although not as trendy as in the US, these options are available in select health-focused stores and convenience stores like Natural Lawson, and they come in cute packaging as well.
⑦ Retro Revival
Nostalgia is a powerful force, and Japanese CPG brands are tapping into this sentiment by reviving retro designs and flavors. By evoking fond memories of the past, these products appeal to both older generations seeking a taste of nostalgia and younger consumers intrigued by vintage aesthetics. If you ask us - falling somewhere in the middle, we give our full vote for this trend category!
⑧ Innovative Packaging Structures
Japan's CPG market is known for pushing boundaries, and this is particularly evident in packaging design. Brands are experimenting with unconventional structures, foldable containers and packaging, and interactive elements that enhance the overall consumer experience and create a sense of anticipation.
⑨ Cultural Heritage Inspirations
Drawing inspiration from Japan's rich cultural heritage, CPG brands are incorporating traditional motifs, symbols, and designs into their packaging and labels. This fusion of old and new pays homage to the country's history while adding a touch of elegance and uniqueness to the products.
⑩ Functional Foods and Beverages
Modern Japanese CPG brands are focusing on creating products that offer specific health benefits. Functional foods and beverages enriched with vitamins, minerals, probiotics, or other targeted ingredients are gaining popularity, just as much as in the US and other parts of the world, catering to consumers seeking holistic wellness solutions. From Pocari Sweat (japanese alternative to Liquid IV) to Calorie Mate (japanese alternative to… well, not sure.. Soylent?!), which have been dominating the market for some time, functional and supplemental food momentum is rising, which makes total sense in a culture that is heavily inclined towards WORK vs work/life balance and consumer demand to supplement nutrition is there big time.
⑪ Pop Culture References
Drawing inspiration from anime, manga, and pop culture phenomena, Japanese CPG brands are incorporating beloved characters and references into their packaging. Big, HUGE part of the consumer culture. These collaborations not only attract loyal fans but also generate excitement among consumers who appreciate the fusion of popular culture and everyday products. This is relevant to not only the food & bev scene, but skincare, beauty and wellness as well.
⑫ Wholesome Snacking
With an increasing emphasis on healthy snacking options, Japan's CPG market is witnessing a surge in wholesome snacks with long-formed traditional roots and tastes. From seasonal roasted chestnuts and Japanese sweet potato to sweet bean paste (classic!), these guilt-free treats cater to health-conscious individuals seeking convenient and nutritious snack alternatives.
⑬ Innovative Beverage Formats
Beyond traditional bottles and cans, Japanese CPG brands are exploring inventive beverage formats. Ready-to-drink pouches, resealable cans, and portable single-serve containers provide convenience and enhance the on-the-go experience for consumers. Let’s not forget HOT drinks (in a can!) available in vending machines around literally every corner.
⑭ Bold Typography
Japanese typography plays a significant role in packaging design, and Japanese CPG brands are embracing bold and expressive typefaces to create visual impact. Intricate lettering, unique fonts, and creative arrangements make product names and descriptions stand out, capturing attention on the shelves.
⑮ Seasonal Limited Editions
To celebrate Japan's changing seasons and cultural imprint that comes alongside seasonal changes + holidays, CPG brands release MASSIVE seasonal limited editions that reflect the flavors and aesthetics associated with each time of year. These special releases create a sense of anticipation, as well as classic FOMO, and encourage consumers to engage with the brand regularly.
⑯ Local Sourcing
To celebrate regional diversity and support local communities, Japanese CPG brands are big on sourcing ingredients from specific locations. Whether it's milk from Hokkaido or citrus fruits from Okinawa, these products showcase the distinct flavors and quality associated with different regions of Japan, essentially taking the focal point of the final packaging design to entice the consumer.
These 16 trends we’ve spotted during our fascinating aisle by aisle walks inside Japanese convenience stores and supermarkets sum up our Japan CPG report for now. We can’t wait to come back to Japan for further explorations of local design in CPG and beyond.
Cheers to the ever-evolving world of CPG worldwide and the endless design & inspiration possibilities it offers.