Savory snacks in the Japanese market include products such as wheat flour-based crackers (senbei), rice crackers or deep-fried confectioneries. Sweet snacks encompass a wide array of confectioneries ranging from traditional sweets (wagashi) to western style confectioneries (yônamagashi), candy or chewing gum, with chocolate representing the most popular snack product on the market.
Despite the wide range of snack products, snacking is not necessarily a common habit among Japanese, with only two percent of consumers eating snack foods on a daily basis. Stimulated by an increasing awareness for health and wellness products, snack food manufacturers are required to adapt to those changes by introducing healthier snacking options. Forecasts suggests that retail sales of healthy snack foods like cereal bars, fruit snacks, naturally healthy products, as well as reduced sugar confectioneries will steadily increase in the future.