Around one in four Japanese consumers bought seasonal limited-edition food and beverages, as revealed in a survey conducted in October 2024. While 9.2 percent of respondents made sure to always buy limited editions of edible items, the majority showed a lower level of interest.
Seasonal variations are a major strategy in Japan's food and beverage market, particularly for confectioneries. Manufacturers and retailers expand their standard assortments with flavors related to a season, such as pumpkin around autumn, and cherry blossoms during spring.
Share of shoppers buying seasonal editions of food and beverages in Japan as of October 2024
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Loyalty Marketing. (November 27, 2024). Share of shoppers buying seasonal editions of food and beverages in Japan as of October 2024 [Graph]. In Statista. Retrieved March 17, 2025, from https://www.statista.com/statistics/1560789/japan-seasonal-limited-edition-food-shopping-behavior/?__sso_cookie_checker=failed
Loyalty Marketing. "Share of shoppers buying seasonal editions of food and beverages in Japan as of October 2024." Chart. November 27, 2024. Statista. Accessed March 17, 2025. https://www.statista.com/statistics/1560789/japan-seasonal-limited-edition-food-shopping-behavior/?__sso_cookie_checker=failed
Loyalty Marketing. (2024). Share of shoppers buying seasonal editions of food and beverages in Japan as of October 2024. Statista. Statista Inc.. Accessed: March 17, 2025. https://www.statista.com/statistics/1560789/japan-seasonal-limited-edition-food-shopping-behavior/?__sso_cookie_checker=failed
Loyalty Marketing. "Share of Shoppers Buying Seasonal Editions of Food and Beverages in Japan as of October 2024." Statista, Statista Inc., 27 Nov 2024, https://www.statista.com/statistics/1560789/japan-seasonal-limited-edition-food-shopping-behavior/?__sso_cookie_checker=failed
Loyalty Marketing, Share of shoppers buying seasonal editions of food and beverages in Japan as of October 2024 Statista, https://www.statista.com/statistics/1560789/japan-seasonal-limited-edition-food-shopping-behavior/?__sso_cookie_checker=failed (last visited March 17, 2025)
Share of shoppers buying seasonal editions of food and beverages in Japan as of October 2024 [Graph], Loyalty Marketing, November 27, 2024. [Online]. Available: https://www.statista.com/statistics/1560789/japan-seasonal-limited-edition-food-shopping-behavior/?__sso_cookie_checker=failed
