Success Case Study: Lotte Sweets Days Chocolate

Success Case Study: Lotte Sweets Days Chocolate

Summary
The chocolate market in Japan has been growing. In 2015, the five-year CAGR of the market value in local currency was 2.23%, which is higher-paced than other confectionery categories, such as gum and sugar confectionery. Functional chocolates have traction in building growth, bringing new customers into the category, such as adults and health-conscious consumers, and Lotte Sweet Days chocolate has been contributing to this growth. Interestingly, Japan's chocolate consumption per capita is relatively low compared to European countries, which indicates that there are further opportunities in Japan's chocolate market for unique innovations and services.

Key Findings
The probiotic chocolate format successfully appealed to its target consumers, Japanese women who are keen on functional food and drinks, and lactic acid bacteria are topical as an ingredient, achieving great success in the probiotic yogurt category.
The chocolate format is convenient for consuming and storing probiotics without a refrigerator, extending consumer enjoyment of probiotic products beyond yogurt.
Developing functional chocolates will contribute to chocolate market growth. Identifying key health concerns and catering to them with chocolate creates opportunities in a category not normally associated with health.


Synopsis
Success Case Study: Lotte Sweets Days Chocolate is part of Successes and Failures research. It examines the details of and reasons behind the success of Lotte Sweets Days Chocolate in Japan, a probiotic chocolate designed to maintain bowel health. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons To Buy
Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
Access valuable strategic take-outs to help direct future decision-making and inform new product development.


Summary: Lotte Sweets Days chocolate
Innovative chocolate containing lactic acid bacteria
Probiotic chocolate appeals to Japanese women
Chocolate format boosts the accessibility of probiotics
Consumers prioritize taste over functionality
Take-out: building potential from specific health issues
Take-out: beauty support offers further oppotunties
Take-out: high cocoa content becomes a key feature
Take-out: functional products help chocolate overall
TrendSights
Appendix

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