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Japanese consumers consider protein snacks such as bars and shakes to be healthy, but penetration is low. Here's a look at how to overcome the main growth barriers and boost interest in protein snacking in Japan.
Glanbia Nutritionals recently conducted a usage and attitude study in Japan to understand consumers’ perceptions and behaviors around healthy snacking. In this study, we asked 800 Japanese consumers about which foods and beverages make a healthy snack, the preferred attributes for these snacks, and more.
One stand-out finding is that despite the healthy perception Japanese consumers have of protein-fortified products like protein bars and shakes, only 14% consume them regularly (i.e., at least once a week). Since we know consumers’ interest in healthy eating is on the rise in Japan, we wanted to understand what’s keeping some consumers from buying healthy protein-fortified snacks.
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Among protein-fortified products, protein bars are the most likely to be perceived as healthy, with 76% of Japanese consumers saying protein/energy bars are healthy. However, among consumers who don’t regularly eat them, the main reasons (when consolidated) are they’re not sure of the benefits (45%), they think the product isn’t suitable for them (42%), and taste and product appearance (39%).
| Reason | Proportion of Japanese Consumers |
|---|---|
| Not sure about the benefits | 45% |
| Not suitable for me | 42% |
| Taste and product appearance | 39% |
| Price concerns | 16% |
| Not practical or convenient | 8% |
| Appearance of packaging | 3% |
To overcome these barriers, brands will need to address the “not for me” perception by clearly communicating the product’s benefits and possible usages, which include not just workout support but satiety, energy, meal replacement, and to use as a better-for-you treat.
There is also room to improve on the product’s appearance and taste—with a focus on the indulgent flavors that Japanese consumers prefer in protein bars. For Japanese consumers, chocolate is the most appealing flavor for protein bars at 60%, followed by cocoa (50%), cookies and cream (44%), and caramel nuts and chocolate (42%). Communicating the product’s great taste is also important since 14% of consumers say they haven’t tried protein bars but don’t think they would taste good.
68% of Japanese consumers think protein shakes from powder are healthy, while 59% think RTD protein shakes are. For both types of protein shakes, more consumers are aware of their benefits compared to those of protein bars. However, a higher proportion of consumers think protein shakes are not suitable for them.
| Reason | Proportion of Japanese Consumers |
|---|---|
| Not suitable for me | 60% |
| Taste and product appearance | 26% |
| Not sure about the benefits | 25% |
| Price concerns | 10% |
| Not practical or convenient | 5% |
| Appearance of packaging | 3% |
| Reason | Proportion of Japanese Consumers |
|---|---|
| Not suitable for me | 53% |
| Taste and product appearance | 31% |
| Not sure about the benefits | 30% |
| Price concerns | 19% |
| Not practical or convenient | 6% |
| Appearance of packaging | 3% |
This can be attributed to the high proportion of consumers (46%) who say they don’t know anything about protein shakes or haven’t heard of them, making a lack of awareness the single biggest barrier. Taste and product appearance also need to be addressed. Like protein bars, protein shakes suffer from poor taste perception among those who haven’t tried them.
The greater consumer awareness of protein bars, combined with their strong health association make bars an ideal product to help expand protein snacking in Japan. Our research indicates delivering protein bars with the right functional and texture format is a promising strategy.
When choosing a protein bar, the most important attribute, according to Japanese consumers, is “good source of vitamins and minerals” (11%)—tied with “great tasting.” Vitamin and mineral fortification for protein bars is ranked the highest by the healthy lifestyle and active lifestyle consumers (compared to inactive lifestyle and sports performance consumers).
Besides functional benefits, product texture is key for a successful protein bar. 8% of Japanese consumers say the enjoyable texture is the most important in a protein bar. The most preferred texture formats for protein bars are crunchy (59%) and crispy (41%), suggesting new bar development for the Japanese market should avoid soft and gooey bar textures. An enjoyable protein bar texture is particularly important to inactive lifestyle consumers.
Protein bars with the functional benefits, texture formats, and delicious flavors that consumers want can help overcome these barriers to growth in the Japanese market. Effective messaging will also be essential to increasing awareness of the benefits and relevance of protein-fortified snacks, especially among mainstream consumers.
For your next healthy protein bar or shake, we have functional dairy and bar solutions that will ensure your product is as delicious as it is healthy. Contact us to learn more.
