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.
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