From Chewing Gum to Fruit Gummies: A Sweet Evolution in Japan
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Chapter 1: The Decline of Traditional Gum
In March 2023, Meiji announced the cessation of its XYLISH gum line. Naoya Yoshikawa, who manages the gum and gummy marketing sectors at Meiji, stated, "Gum has traditionally been popular for its benefits in enhancing concentration, freshening breath, and supporting oral hygiene. Our XYLISH gum hit its sales high in 2007, generating 26 billion yen, but began its decline the following year."
By 2022, sales plummeted to a mere 2 billion yen, just one-thirteenth of the peak. In contrast, the demand for fruit gummies surged, particularly among Generation Z, who appreciated the same advantages as gum without the associated waste.
The market's transformation became evident as early as 2017, when Meiji’s sales data indicated a growing overlap between gum and gummy sales. Historically, gum consumers were aged 40 to 60, while fruit gummies attracted the 10 to 30 demographic. Post-2017, the market for fruit gummies began expanding rapidly. Yoshikawa elaborated, "As parents enjoyed fruit gummies with their kids, they recognized their gum-like benefits and gradually embraced them."
Section 1.1: The Competitive Landscape
For years, Lotte dominated Japan's chewing gum market, holding more than 60% of the share until 2022. Despite its efforts, Meiji struggled to capture more than 5% of the overall market. XYLISH, launched on May 20, 1997, was once Meiji's flagship product, featuring a newly formulated sweetener, xylitol, thought to prevent tooth decay. However, Lotte's introduction of its own xylitol gum thwarted Meiji's plans, forcing a shift in their marketing strategy towards breath freshening.
Meiji sought to appeal to younger audiences using popular figures like Ryoko Hirosue, Masaharu Fukuyama, and Takuya Kimura, but the COVID-19 pandemic ultimately led to the abandonment of these efforts. With remote work becoming the norm, oral hygiene routines shifted, diminishing the gum's traditional role.
Section 1.2: The Rise of Fruit Gummies
The burgeoning fruit gummy market provided Meiji with the impetus to close its long-standing gum division. Although they discontinued the XYLISH gum brand, they repurposed the name for their new xylitol-based fruit gummies. With no major competitor like Lotte in the fruit gummy sector, Meiji managed to secure a leading position.
Their strategy now focuses on familiarizing the 30- to 40-year-old demographic, who previously favored gum, with fruit gummies. Meiji hopes that the granular texture of their gummies, reminiscent of their past gum product, will facilitate this transition.
Chapter 2: The Future of Gummy Confections
As Meiji embarks on this new chapter, the effectiveness of their strategy remains to be seen. However, factors such as colorful packaging designed for social media, the cleanliness of consuming gummies without residue, and the availability of five hardness levels for ASMR experiences are certainly enhancing their appeal.
The COVID-19 pandemic has instigated a noticeable shift between these two categories of confections. While fruit gummies cannot entirely replace gum, this intriguing case of reversed fortunes merits close attention.
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Joel Fukuzawa, a seasoned journalist, provides a two-minute daily insight to help you understand Japan. My goal is to convey my thoughts through engaging words and visuals.
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