Flexibles shine in the rising sun

Japan is the second-biggest packaging market on the planet and given the country’s reputation for innovation, it’s probably no surprise it also has one of the highest rates of new product launches in the world. Some 14,000 new products hit the country’s supermarket shelves in the last year, according to Mintel’s Global New Products Database, behind only the US, France and the UK.

While colour cosmetics dominate the new product launches, Japan shows some movement over time in the types of packs being chosen. Flexibles are the current leader, accounting for around 27% of new packs; this proportion has risen from around 20% in the first half of 2008. Cases, too, are becoming more prominent proportionally, while boxes have dropped back. Japan has been badly hit by the recession – is this the result?

TOP 10 NEW PRODUCT TYPES
1 Colour cosmetics 3,646
2 Non-alcoholic beverages 1,331
3 Meals and meal centres 921
4 Skincare 762
5 Snacks 754
6 Sauces and seasonings 694
7 Sugar and gum confectionery 653
8 Bakery 615
9 Chocolate confectionery 602
10 Desserts and ice cream 571

TOP 10 PACKAGING TYPES
1 Flexible 3,872
2 Bottle 2,585
3 Case 2,426
4 Box 1,643
5 Tub 1,613
6 Can 657
7 Tube 427
8 Carton 381
9 Blister card 150
10 Blister pack 132

Source: Mintel GNPD, products launched in 12 months to August

NEW PACKS
1 DyDo tea drink This sugar-free drink is served up in a 400ml PET bottle with shrink sleeve. It launched this year and blends no less than seven different types of tea leaves.

2 Okinawan Hirami lemon juice This limited-edition 500ml carton of lemon juice, made by the Nippon Milk Community, is typical of the bright packaging designs often found
in Japan.

3 Kakubin Hi Ball This product from food and drink giant Suntory is a whisky and water mix in a 250ml can format rarely seen in the UK.

4 Super Nikka Whisky This 40-year-old whisky brand from Asahi Breweries relaunched in March in a redesigned 700ml glass bottle. It is also available in 50ml, 180ml and 380ml pack sizes.


5 Sapporo Ichiban Men’s Soupless Mix-In Noodles Another new launch this summer is this plastic pot of instant noodles aimed squarely at the
male market.

6 Pokémon corn snack This newly-launched cartonboard pack for a non-fried corn snack is typical of the loud pack design often seen in Japanese supermarkets. It features Pokémon character prints that can be cut out and collected.

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