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| Consumer Trends |
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| Ice Cream in Japan—Changing Consumer Trends |
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Demographic changes in Japan have compelled ice cream manufacturers to develop and market innovative new flavors and products targeted toward the aging consumer as well as the female population. The 1995 population census showed a 2.3% decrease in the under-15 year age group in Japan, resulting in the decline of ice cream sales to youthful consumers. The rapid increase in the over-50 age group has led to the "grey Yen" becoming a significant force in retail sales. In Japan, 75% of ice cream sales fall in the months between June and September, and during this peak time 43% of women reported they bought ice cream on a daily basis, compared to just 22% of men. These two demographic groups have been targeted by ice cream manufacturers. In addition to vanilla, underlining a general Japanese preference towards simple flavors, the introduction of more traditional flavors such as azuki (sweet bean) and green tea meets the needs of the aging consumer, as well as the young female population who prefer ingredients associated with good health.
Source: Euromonitor International
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