BBM Magazine Issue-Sayı: 40 Eylül/Ekim - September/October 2020

CONSUMPTION RESEARCH • TÜKETİM ARAŞTIRMASI 76 BBM / SEPTEMBER-OCTOBER 2020 • EYLÜL-EKİM 2020 option with the right nutrients and vitamins, is a popular choice. Before the introduction of granola, grains were not in widespread demand in Japan. The calorie control measures of bakery manu- facturers in Japan will continue to gain momentum in this market. The bakery products category classified as breads, cakes and pastries constitute a large part of the market. The growing popu- larity of premium baked goods among seniors has led to the growth of the segment. The growth of the market is attributed to the high adoption of granola in Japanese society. The biscuit segment has a value of just over $ 4 billion in revenues. The bakery market in Japan includes local and international players. Competition between vendors is based on the quality of the products, brand value, pricing, shelf life, etc.. Competition in the bakery market is increasing due to customization and im- provements in technology as well as the end product. The demand for premium quality products is increasing day by day in the Japanese market. Yamazaki, one of Japan's leading vendors, is doing very successful business in the market. The five leading vendors of the bakery market in Japan; Yamazaki, Shikishima, Fuji Baking, Burbon, Ezaki Glico. These companies own about 35 percent of the market share in the bakery market in Japan. Leading players in this market are seen as key play- ers with large incomes in the global bakery market as well. The Japanese are also very fond of Western style French croissant products. The places selling these types of pastry products are constantly crowded in every corner. THE ROOTS OF JAPANESE BREAD CULTURE Japan may be known as a country where rice is king, but its appetite for bread, particularly sweet and savory snack varieties, has grown unabated over the last decade. The boom in bread started soon after the 2008 global economic crisis put a strain on consumer pocketbooks. Looking for a new indulgence, urban shoppers turned their eyes to bakeries. Unlike creamy cakes, which have a short shelf life, bread offered an affordable and tasty alternative that could be set aside for days—and even longer if frozen—boosting the appeal of the familiar food item. Over the years, a nearly endless stream of consumer informa- tion in print and online has helped Japan’s bread culture flourish. Since the 1990s, enthusiasts around the country have regularly blogged about regional snack breads and the media has kept a culinary spotlight on the food. This burgeoning interest in leav- ened delicacies has inspired bread-themed events around Ja- pan. TAILORED TO THE JAPANESE PALATE Bread started making real inroads into the Japanese diet after World War II. Adapted to local tastes, it tended to be much softer ve vitaminler içeren sağlıklı bir diyet seçeneği olan granola, popüler bir seçim olarak karşımıza çıkıyor. Granolanın kullanılmaya başlan- masından önce, Japonya'da tahıllar yaygın bir talep görmüyordu. Japonya'daki fırın üreticilerinin kalori kontrol önlemleri bu pazarda ivme kazanmaya devam edecek. Ekmekler, kekler ve hamur işleri olarak sınıflandırılan unlu ma- muller kategorisi, pazarın büyük bir kısmını oluşturmaktadır. Yaşlılar arasında birinci sınıf unlu mamullerin artan popülaritesi, segmentin büyümesine neden oldu. Pazarın büyümesi, Japon toplumunda granolanın yüksek oranda benimsenmesine bağlanıyor. Bisküvi segmenti, gelir açısından 4 milyar doların biraz üzerinde bir değere sahip. Japonya'daki fırıncılık pazarı, yerel ve uluslararası oyuncular içer- mektedir. Satıcılar arasındaki rekabet, ürünlerin kalitesine, marka değerine, fiyatlandırmaya, raf ömrüne, vb. dayanmaktadır. Fırıncılık pazarındaki rekabet, son ürünün yanı sıra teknolojideki özelleştirme ve iyileştirmeler nedeniyle de artıyor. Japon pazarında üstün kaliteli ürünlere olan talep her geçen gün