Japan Savoury Biscuit Market Size, Share, and COVID-19 Impact Analysis, By Product Type (Crackers, Crispbread, Rice Cakes, Breadsticks, and Others), By Ingredient (Wheat, Oats, Corn, Multigrain, and Others), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Retail, and Others), and Japan Savoury Biscuit Market Insights, Industry Trend, Forecasts to 2035

Japan Savoury Biscuit Market Insights Forecasts to 2035

• The Japan Savoury Biscuit Market Size Was Estimated at USD 0.53 Billion in 2024
• The Market Size is Expected to Grow at a CAGR of around 3.08% from 2025 to 2035
• The Japan Savoury Biscuit Market Size is Expected to Reach USD 0.74 Billion by 2035

According to a research report published by Spherical Insights and Consulting, The Japan Savoury Biscuit Market Size is anticipated to reach USD 0.74 Billion by 2035, Growing at a CAGR of 3.08% from 2025 to 2035. The Japan savory biscuit market is experiencing growth driven by rising demand for convenient and on-the-go snacking solutions, coupled with increasing interest in healthier eating habits. Customers are also demanding greater variety and innovative flavors, driving product diversification and market attraction.

Market Overview

The Japan savoury biscuit market refers to a variety of items like plain crackers, cheese-flavored crackers, and bread substitutes that are mainly eaten as snacks or food accompaniments. The market has a well-developed retail infrastructure, comprising supermarkets and convenience stores, that enables product availability on a broad scale. There are opportunities for growth in premium product categories, like organic and health-oriented savory biscuits, as consumers increasingly demand healthier snack choices. Some of the most important drivers of market growth are rising consumer demand for easy-to-eat, ready-to-consume snacks, expanding consumption preference for savory versus sweet snack offerings, as well as product flavor and formulation innovation. The support of the Japanese government for local agriculture and healthy eating practices drives the growth of the market through the promotion of the production and consumption of healthy snack options.

Report Coverage

This research report categorizes the market for the Japan savoury biscuit market based on various segments and regions and forecasts revenue growth and analyzes trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Japan savoury biscuit market. Recent market developments and competitive strategies such as expansion, product launch, and development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Japan savoury biscuit market.

Driving Factors

The Japan savoury biscuit market is driven by rising demand among consumers for easy, ready-to-consume snacks and more preference for savoury as opposed to sweet foods. There is growing health consciousness that promotes low-sugar, high-fibre consumption. Strong retail distribution with major supermarkets and convenience stores, as well as product innovation in ingredients and flavour, also increases expansion. Busy urban living and aging populations also increase demand for healthy and easily consumable snack foods.

Restraining Factors

The Japan savory biscuit market is confronted with constraints like high production and material costs, rigorous food safety laws, and growing competition from healthier food alternatives. Limited innovation within traditional segments and price sensitivity by consumers also limit wider market growth.

Market Segmentation

The Japan savoury biscuit market share is classified into product type, ingredient, and distribution channel.

• The crackers segment held a significant share in 2024 and is expected to grow at a significant CAGR during the forecast period.

The Japan savoury biscuit market is segmented by product type into crackers, crispbread, rice cakes, breadsticks, and others. Among these, the crackers segment held a significant share in 2024 and is expected to grow at a significant CAGR during the forecast period. This is due to their convenience; they may be eaten alone or with several toppings, like cheese or dips, and they are a top pick for snacks and party platters. The need for healthier choices in this category has given rise to the introduction of multigrain and whole grain crackers, which appeal to health-freak consumers.

• The wheat segment held the largest market share in 2024 and is expected to grow at a significant CAGR during the forecast period.

The Japan savoury biscuit market is segmented by ingredient into wheat, oats, corn, multigrain, and others. Among these, the wheat segment held the largest market share in 2024 and is expected to grow at a significant CAGR during the forecast period. This is attributed to they are easily found in shops and also versatile for baking. Wheat's conventional position in the production of biscuits provides a known flavor and texture that the consumer prefers. But consumers' rising health consciousness has created more and more demand for whole wheat and fiber-rich products, pushing the wheat segment towards health-conscious options.

• The supermarkets/hypermarkets segment held the largest market share in 2024 and is expected to grow at a significant CAGR during the forecast period.

The Japan savoury biscuit market is segmented by distribution channel into supermarkets/hypermarkets, convenience stores, online retail, and others. Among these, the supermarkets/hypermarkets segment held the largest market share in 2024 and is expected to grow at a significant CAGR during the forecast period. This is owing to they have a vast assortment of products and brands available in one location. These channels are favoured by customers due to their convenience and the fact that they can see and touch products before buying them. Placement of savoury biscuits in highly visible store locations, combined with promotions, also supports sales in these channels.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Japan savoury biscuit market along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborative analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Nabisco
• Morinaga & Co., Ltd.
• Nisshin Seifun Group
• Fujiya
• Ezaki Glico
• Japan Frito-Lay
• Parle Products
• Ritz
• Bourbon Corporation
• Britannia Industries Limited
• Oyatsu Company
• Meiji Holdings Co., Ltd
• Others

Recent Developments:

• In January 2025, Morinaga marked the 30th year of its Choco Chip Cookie by teaming up with the manga 'Kodoku no Gourmet.' A special manga titled 'Kodoku no Gourmet: Gokigen na Oyatsu-hen' was published to celebrate the milestone.

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Market Segment

This study forecasts revenue at Japan, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the Japan savoury biscuit market based on the below-mentioned segments:

Japan Savoury Biscuit Market, By Product Type

• Crackers
• Crispbread
• Rice Cakes
• Breadsticks
• Others

Japan Savoury Biscuit Market, By Ingredient

• Wheat
• Oats
• Corn
• Multigrain
• Others

Japan Savoury Biscuit Market, By Distribution Channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail
• Others