Success Case Study: Calbee Frugra - The leading granola brand contributing to Japan's rapid breakfast cereal market growth

Success Case Study: Calbee Frugra - The leading granola brand contributing to Japan's rapid breakfast cereal market growth


Success Case Study: Calbee Frugra is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind Calbee Frugra fruit granola's success in Japan's breakfast cereal market. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.

Japan's overall breakfast market is huge, considered to be worth JPY17tn. Calbee's success, alongside the granola boom among Japanese consumers, has raised Japan's breakfast cereal sales from JPY25.5bn to JPY53.7bn between 2010 and 2015. Sales of granola in 2015 were JPY36.9bn, showing that it dominates Japan's breakfast cereal market. However, considering the size of Japan's breakfast market, breakfast cereals still have space to grow.


  • Calbee Frugra is the best-selling cereal brand in Japan, and its sales have continually grown to reach JPY22,337m, giving Calbee 34.5% of Japan's breakfast cereal market share in fiscal year 2016.
  • Calbee has positioned Calbee Frugra as a companion to other dishes, hoping to get consumers to see applications beyond bowls of cereal.
  • Granola is seen as a fashionable breakfast food in Japan, fitting in with new and trendy consumer lifestyles.
  • Developing breakfast cereal influenced by Western culture to meet local sensory preferences generates opportunities.
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.

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Summary: Calbee Frugra

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