Japan Pancake and Waffle Mix Market Size, Share & COVID-19 Impact Analysis, By Product (Waffle and Pancake), Distribution Channel (Hospitality [City Hotel, Business Hotel, Resorts, Japanese Style Hotels, and Airline Lounge] and Food Service [Restaurants, Quick Service, Institutional]), 2023-2030

The Japan pancake and waffle mix market size was valued at USD 3.17 million in 2022 and is expected to grow from USD 3.26 million in 2023 to USD 4.01 million by 2030, exhibiting a CAGR of 3.03% during the forecast period.

The market has been showing moderate growth over the last decade. There are various types of pancakes available in the Japanese market, such as hotcakes, dorayaki, crepes, okonomiyaki, and others. The most popular type of pancakes are the Japanese-style pancakes, which are super thick and fluffy. In the past few years, the fluffy soufflé pancakes have become one of the trendiest and most iconic desserts in Tokyo. Many pancake shops have opened in the country and offer their most creative, eye-catching, and tasty Japanese-style fluffy pancakes, commonly known as hotcakes. Therefore, the manufacturers are focusing on making a pancake mix with similar flavors that taste like hotcakes to attract customers and boost the market growth.

COVID-19 IMPACT

COVID-19 Pandemic Caused Significant Disruptions in Japan Pancake and Waffle Mix Market

The Japanese government announced a countrywide state of emergency on April 7^th, 2020, in response to the COVID-19 pandemic, requiring non-essential retailers and food service outlets to close down or shorten their operating hours voluntarily to help prevent the spread of the virus. Although the state of emergency was eased at the end of May 2020, the pandemic remained a crucial threat, with second and third waves of the virus emerging in late 2020. In-store dining, pubs, bars, and restaurants are usually considered some of the most popular activities.

The year 2020 was a challenging one for full-service restaurants as the COVID-19 outbreak disrupted their ability to stay open, and even when they did open, they often operated for​reduced hours and had to abide by social distancing measures. Additionally, the number of visitors were not as high as they were before the COVID-19 outbreak, with many people following the government’s advice to stay at home if possible. This was especially detrimental to full-service restaurants located in commercial districts and city centres, with work-from-home arrangements causing a considerable decrease in the number of consumers visiting these restaurants.

Japan Pancake and Waffle Mix Market Trends

Increasing Demand for Healthy Food Products in Japan

Increasing health consciousness and nutritional concerns among consumers is impacting the overall demand for baked goods in Japan. Major Japanese manufacturers and stores are continuously expanding their range by introducing low-carbohydrate products that use rice and soybeans as binders instead of wheat flour. These products are specifically targeted at weight-conscious consumers who want to reduce their overall carbohydrate intake. Therefore, there is an opportunity for the manufacturers to produce gluten-free pancake and waffle mixes for their clients, including foodservice and retail channels.

In Japan, the ageing population is high compared to the young population, and so, due to health concerns, older consumers prefer healthier and customized products. They don’t want to eat wheat flour pancake and waffle mix. Therefore, they opt for customized products that comprise flours other than wheat. This may act as an opportunity for the manufacturers to provide customized products in different flavors to their customers at their hotel restaurants, which may help the market grow.

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Japan Pancake and Waffle Mix Market Growth Factors

Rising Visits to Food Service Establishments to Proliferate Market Growth

Pancakes and waffles are popular breakfast and snack items among the Japanese. With evolving lifestyle and minimum time for making breakfast, consumers need something that they can prepare in minutes. With waffle and pancake mixes readily available, restaurant owners can offer customized pancakes/waffles to their customers in minutes.

With Happy Baby Pancake and Waffle Mix, Jiffy Pancake and Waffle Mix recipes, and other premix brands readily available for the food service operators, they can easily customize the pancake and waffle mix according to their specialty, which in turn, will help them attract more consumers through their trademark pancake/waffle dishes. Such benefits offer food service establishments an edge over their competitors and help them attract consumers with their special dishes, thereby strengthening the competition in the pancake and waffle mix market in Japan.

Growing Popularity of Gluten-free Flour to Boost Market Growth

Gluten-free diet has turned out to be one of the most popular diet plans over the past few years. The demand for gluten-free products in both dairy and non-dairy food categories has recorded a significant increase in the last 2-3 decades. Due to swift lifestyle changes, the occurrence of lifestyle-related diseases, such as prolonged illnesses and allergies has been increasing. A large number of these medical conditions require a healthy gluten-free diet, including conditions of intolerance and allergies, such as wheat allergy, gluten sensitivity, celiac disease, and others.

The demand for gluten-free flour in Japan’s food service industry has also increased due to the incessant rise in wheat prices. From the food service industry’s perspective, optimizing the cost of raw materials is a major factor that is driving restaurant owners to shift to cheaper alternatives to wheat flour. A large number of Japanese dishes made with batter or dough include wheat flour as their major ingredient and therefore, contain gluten. Some of the popular dishes include takoyaki, okonomiyaki, souffle pancakes, gyoza, and other dumplings. With the trend of gluten-free flour growing strong in the western regions of the U.S. and Europe, rice flour is expected to replace wheat flour to make noodles, bread, and other bakery products.

RESTRAINING FACTORS

Rise in Number of Health-Conscious Customers in Japan to Restrain Market Growth

Rise in health-conscious consumers in the country has been a major factor restricting the smooth growth of the waffle and pancake mixes market in Japan. Waffle and pancake mixes are conventionally made using many ingredients and preservatives to increase their shelf life, which health-conscious consumers refrain from consuming. This factor is challenging the Japan pancake and waffle mix market growth.

Japan has a large ageing population due to a declining birth rate and fewer children. Over the last few years, the country’s population has been showing negative growth. The ageing baby boomer population usually prefers fresh and healthy food to protect their health from any diseases.

Japan Pancake and Waffle Mix Market Segmentation Analysis

By Product Analysis

High Demand for Pancakes Fuels Adoption of Pancake Mix

On the basis of product, the market is divided into pancake mix and waffle mix.

The pancake mix segment holds the largest Japan pancake and waffle mix market share. The demand for pancake mix is higher in Japan due to the high consumption of pancakes by the Japanese population. In addition, pancakes are one of the most popular bakery products in the country and are available in various types, such as hotcakes, dorayaki, crepes, okonomiyaki, and others.

Foodservice operators in Japan prefer waffle mixes as it reduces the overall cooking time of waffles. Furthermore, with the increasing influence of western cuisine and rising demand for quicker meals the demand for waffle mix is expected to show a significant growth. Furthermore, technological advancements within the bakery industry have led to the emergence of more effective and sustainable production methods, further enhancing the segment’s growth.

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By Distribution Channel Analysis

Rising Advancements Made QSRs Leading Distribution Channels for Pancake and Waffle Mixes

On the basis of distribution channel, the market is divided into hospitality and food service.

In the food service segment, Quick-Service Restaurants (QSRs) held the largest market share as they offer quicker service compared to full-service restaurants. There is a growing demand among consumers for transparency regarding the sourcing and sustainability of food items. Additionally, hygiene has become one of the critical factors that consumers consider while choosing a restaurant. Hence, food service companies are sourcing fresh and natural ingredients and preparing them under hygienic conditions to ensure consumers feel delighted with their services. These factors are expected to increase the consumption of pancakes and waffles in QSRs.

Pancakes and waffles are some of the most prominent foods consumed widely in Western countries, such as the U.S. and Europe. However, increasing migration, growing tourism, and the influence of the Western culture can impact the product’s demand in Japan. Hospitality centers, such as resorts, business hotels, and airline lounges primarily serve Western travelers and tourists, which will further boost the sales of pancake and waffle mixes.

List of Key Companies in Japan Pancake and Waffle Mix Market

Growing Focus of Market Players on New Product Launches to Propel Market Growth

The market exhibits a moderately consolidated structure due to the presence of several companies. A few prominent players in the market, such as Morinaga Co., Ltd., Birch Benders, LLC., Nisshin Seifun Group Inc., and others, hold significant shares owing to their vast product portfolios, robust supply chains, and large distribution networks.

The market will have growth opportunities in the coming years owing to the increasing popularity of healthy and gluten-free pancakes and waffles among consumers.

Other key players in this market are Sakurai Foods, Namisato Corporation, Ltd., Takebayashi WB Co., Ltd., and others.

LIST OF KEY COMPANIES PROFILED:

• Nisshin Seifun Group Inc. (Japan)


• Morinaga Co., Ltd. (Japan)


• Takebayashi WB Co., Ltd. (Japan)


• Birch Benders, LLC (U.S.)


• Namisato Corporation (Japan)


• Sakurai Foods Co., Ltd. (Japan)


• Okumoto Flour Milling Co., Ltd. (Japan)


• General Mills Inc. (Italy)


• Nihonmoto Co., Ltd. (Japan)


• Rubicone (Japan)

REPORT COVERAGE

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The Japan Pancake and Waffle Mix market research report provides a detailed analysis of the market and focuses on key aspects, such as leading companies, product types, and distribution channels. Besides this, it offers insights into the latest market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation: