Japanese chocolate consumption is showing a growth trend, which is driven by a wide consumer base that can afford to purchase premium products on a daily basis. Competition is strong as global and local brands are aggressively investing in marketing to ensure their products reach the right segments.
In 2018, the total sales of chocolate products accounted for 4.12 billion EUR, a slight decline compared to the previous year but still a 650 million EUR increase compared to 2013. Japan represents more than 4 percent of the global chocolate market, making it one of the most attractive chocolate export destinations, and imported products constitute one-tenth of the total domestic volume.
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