TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: savory snacks 2
Summary category level: nuts & seeds 3
Summary category level: other savory snacks 4
Summary category level: popcorn 5
Summary category level: potato chips 6
Summary category level: processed snacks 7
Chapter 2 Introduction 8
What is this report about? 8
How to use this report 8
Market definition 9
Chapter 3 Market Overview 24
Value analysis (Yen), 2003?08 24
Value analysis (Yen), 2008?13 25
Value analysis (US dollars), 2003?08 27
Value analysis (US dollars), 2008?13 28
Volume analysis, 2003?08 30
Volume analysis, 2008?13 31
Company and brand share analysis 33
Distribution analysis 38
Expenditure and consumption per capita 40
Chapter 4 Leading Company Profiles 44
Calbee Foods Co., Ltd. 44
Meiji Seika Kaisha, Ltd. 46
Chapter 5 Category Analysis: Nuts & seeds 48
Value analysis (Yen), 2003?08 48
Value analysis (Yen), 2008?13 49
Value analysis (US dollars), 2003?08 51
Value analysis (US dollars), 2008?13 51
Volume analysis, 2003?08 53
Volume analysis, 2008?13 54
Company and brand share analysis 56
Distribution analysis 59
Expenditure and consumption per capita 61
Chapter 6 Category Analysis: Other savory snacks 64
Value analysis (Yen), 2003?08 64
Value analysis (Yen), 2008?13 65
Value analysis (US dollars), 2003?08 67
Value analysis (US dollars), 2008?13 67
Volume analysis, 2003?08 69
Volume analysis, 2008?13 70
Company and brand share analysis 72
Distribution analysis 75
Expenditure and consumption per capita 77
Chapter 7 Category Analysis: Popcorn 80
Value analysis (Yen), 2003?08 80
Value analysis (Yen), 2008?13 81
Value analysis (US dollars), 2003?08 83
Value analysis (US dollars), 2008?13 83
Volume analysis, 2003?08 85
Volume analysis, 2008?13 86
Company and brand share analysis 88
Distribution analysis 91
Expenditure and consumption per capita 93
Chapter 8 Category Analysis: Potato chips 96
Value analysis (Yen), 2003?08 96
Value analysis (Yen), 2008?13 97
Value analysis (US dollars), 2003?08 98
Value analysis (US dollars), 2008?13 98
Volume analysis, 2003?08 99
Volume analysis, 2008?13 100
Company and brand share analysis 101
Distribution analysis 104
Expenditure and consumption per capita 106
Chapter 9 Category Analysis: Processed snacks 109
Value analysis (Yen), 2003?08 109
Value analysis (Yen), 2008?13 110
Value analysis (US dollars), 2003?08 112
Value analysis (US dollars), 2008?13 112
Volume analysis, 2003?08 114
Volume analysis, 2008?13 115
Company and brand share analysis 117
Distribution analysis 120
Expenditure and consumption per capita 122
Chapter 10 Country Comparison 125
Value 125
Volume 129
Market share 133
Chapter 11 PESTLE analysis 134
Summary 134
Political analysis 135
Economic analysis 138
Social analysis 142
Technological analysis 146
Legal analysis 151
Environmental analysis 155
Chapter 12 New Product Development 159
Product launches over time 159
Recent product launches 161
Chapter 13 Macroeconomic Profile 162
Macroeconomic indicators 162
Chapter 14 Research Methodology 167
Methodology overview 167
Secondary research 168
Market modeling 169
Creating an initial data model 169
Revising the initial data model 169
Creating a final estimate 170
Creating demographic value splits 170
Primary research 170
Data finalization 171
Ongoing research 171
Chapter 15 APPENDIX 172
Future readings 172
How to contact experts in your industry 172
Disclaimer 172

LIST OF FIGURES
Figure 1: Japan savory snacks value and value forecast, 2003?13 (JPYm, nominal prices) 26
Figure 2: Japan savory snacks category growth comparison, by value, 2003?13 29
Figure 3: Japan savory snacks volume and volume forecast, 2003?13 (kg, million) 32
Figure 4: Japan savory snacks category growth comparison, by volume, 2003?13 32
Figure 5: Japan savory snacks company share, by value, 2007?08 (%) 35
Figure 6: Japan savory snacks distribution channels, by value, 2007?08 (%) 39
Figure 7: Japan nuts & seeds value and value forecast, 2003?13 (JPYm, nominal prices) 50
Figure 8: Japan nuts & seeds category growth comparison, by value, 2003?13 52
Figure 9: Japan nuts & seeds volume and volume forecast, 2003?13 (kg, million) 55
Figure 10: Japan nuts & seeds category growth comparison, by volume, 2003?13 55
Figure 11: Japan nuts & seeds company share, by value, 2007?08 (%) 57
Figure 12: Japan nuts & seeds distribution channels, by value, 2007?08 (%) 60
Figure 13: Japan other savory snacks value and value forecast, 2003?13 (JPYm, nominal prices) 66
Figure 14: Japan other savory snacks category growth comparison, by value, 2003?13 68
Figure 15: Japan other savory snacks volume and volume forecast, 2003?13 (kg, million) 71
Figure 16: Japan other savory snacks category growth comparison, by volume, 2003?13 71
Figure 17: Japan other savory snacks company share, by value, 2007?08 (%) 73
Figure 18: Japan other savory snacks distribution channels, by value, 2007?08 (%) 76
Figure 19: Japan popcorn value and value forecast, 2003?13 (JPYm, nominal prices) 82
Figure 20: Japan popcorn category growth comparison, by value, 2003?13 84
Figure 21: Japan popcorn volume and volume forecast, 2003?13 (kg, million) 87
Figure 22: Japan popcorn category growth comparison, by volume, 2003?13 87
Figure 23: Japan popcorn company share, by value, 2007?08 (%) 89
Figure 24: Japan popcorn distribution channels, by value, 2007?08 (%) 92
Figure 25: Japan potato chips value and value forecast, 2003?13 (JPYm, nominal prices) 97
Figure 26: Japan potato chips volume and volume forecast, 2003?13 (kg, million) 100
Figure 27: Japan potato chips company share, by value, 2007?08 (%) 102
Figure 28: Japan potato chips distribution channels, by value, 2007?08 (%) 105
Figure 29: Japan processed snacks value and value forecast, 2003?13 (JPYm, nominal prices) 111
Figure 30: Japan processed snacks category growth comparison, by value, 2003?13 113
Figure 31: Japan processed snacks volume and volume forecast, 2003?13 (kg, million) 116
Figure 32: Japan processed snacks category growth comparison, by volume, 2003?13 116
Figure 33: Japan processed snacks company share, by value, 2007?08 (%) 118
Figure 34: Japan processed snacks distribution channels, by value, 2007?08 (%) 121
Figure 35: Global savory snacks market split (value terms, 2008), top five countries 126
Figure 36: Global savory snacks market value, 2003–08, top five countries 128
Figure 37: Global savory snacks market split (volume terms, 2008), top five countries 130
Figure 38: Global savory snacks market volume, 2003–08, top five countries 132
Figure 39: Annual data review process 168

LIST OF TABLES
Table 1: Savory snacks category definitions 10
Table 2: Savory snacks distribution channels 11
Table 3: Japan savory snacks value, 2003?08 (JPYm, nominal prices) 24
Table 4: Japan savory snacks value forecast, 2008?13 (JPYm, nominal prices) 25
Table 5: Japan savory snacks value, 2003?08 ($m, nominal prices) 27
Table 6: Japan savory snacks value forecast, 2008?13 ($m, nominal prices) 28
Table 7: Japan savory snacks volume, 2003?08 (kg, million) 30
Table 8: Japan savory snacks volume forecast, 2008?13 (kg, million) 31
Table 9: Japan savory snacks brand share, by value, 2007?08 (%) 33
Table 10: Japan savory snacks value, by brand 2007?08 (JPYm, nominal prices) 34
Table 11: Japan savory snacks company share by value, 2007?08 (%) 36
Table 12: Japan savory snacks value, by company, 2007?08 (JPYm, nominal prices) 37
Table 13: Japan savory snacks distribution channels, by value, 2007?08 (%) 38
Table 14: Japan savory snacks value, by distribution channel, 2007?08 (JPYm, nominal prices) 38
Table 15: Japan savory snacks expenditure per capita, 2003?08 (JPY, nominal prices) 40
Table 16: Japan savory snacks forecast expenditure per capita, 2008?13 (JPY, nominal prices) 41
Table 17: Japan savory snacks expenditure per capita, 2003?08 ($, nominal prices) 42
Table 18: Japan savory snacks forecast expenditure per capita, 2008?13 ($, nominal prices) 42
Table 19: Japan savory snacks consumption per capita, 2003?08 (kg) 43
Table 20: Japan savory snacks forecast consumption per capita, 2008?13 (kg) 43
Table 21: Calbee Foods Co., Ltd. key facts 44
Table 22: Meiji Seika Kaisha, Ltd. key facts 46
Table 23: Japan nuts & seeds value, 2003?08 (JPYm, nominal prices) 48
Table 24: Japan nuts & seeds value forecast, 2008?13 (JPYm, nominal prices) 49
Table 25: Japan nuts & seeds value, 2003?08 ($m, nominal prices) 51
Table 26: Japan nuts & seeds value forecast, 2008?13 ($m, nominal prices) 51
Table 27: Japan nuts & seeds volume, 2003?08 (kg, million) 53
Table 28: Japan nuts & seeds volume forecast, 2008?13 (kg, million) 54
Table 29: Japan nuts & seeds brand share, by value, 2007?08 (%) 56
Table 30: Japan nuts & seeds value, by brand 2007?08 (JPYm, nominal prices) 56
Table 31: Japan nuts & seeds company share by value, 2007?08 (%) 58
Table 32: Japan nuts & seeds value, by company, 2007?08 (JPYm, nominal prices) 58
Table 33: Japan nuts & seeds distribution channels, by value, 2007?08 (%) 59
Table 34: Japan nuts & seeds value, by distribution channel, 2007?08 (JPYm, nominal prices) 59
Table 35: Japan nuts & seeds expenditure per capita, 2003?08 (JPY, nominal prices) 61
Table 36: Japan nuts & seeds forecast expenditure per capita, 2008?13 (JPY, nominal prices) 61
Table 37: Japan nuts & seeds expenditure per capita, 2003?08 ($, nominal prices) 62
Table 38: Japan nuts & seeds forecast expenditure per capita, 2008?13 ($, nominal prices) 62
Table 39: Japan nuts & seeds consumption per capita, 2003?08 (kg) 63
Table 40: Japan nuts & seeds forecast consumption per capita, 2008?13 (kg) 63
Table 41: Japan other savory snacks value, 2003?08 (JPYm, nominal prices) 64
Table 42: Japan other savory snacks value forecast, 2008?13 (JPYm, nominal prices) 65
Table 43: Japan other savory snacks value, 2003?08 ($m, nominal prices) 67
Table 44: Japan other savory snacks value forecast, 2008?13 ($m, nominal prices) 67
Table 45: Japan other savory snacks volume, 2003?08 (kg, million) 69
Table 46: Japan other savory snacks volume forecast, 2008?13 (kg, million) 70
Table 47: Japan other savory snacks brand share, by value, 2007?08 (%) 72
Table 48: Japan other savory snacks value, by brand 2007?08 (JPYm, nominal prices) 72
Table 49: Japan other savory snacks company share by value, 2007?08 (%) 74
Table 50: Japan other savory snacks value, by company, 2007?08 (JPYm, nominal prices) 74
Table 51: Japan other savory snacks distribution channels, by value, 2007?08 (%) 75
Table 52: Japan other savory snacks value, by distribution channel, 2007?08 (JPYm, nominal prices) 75
Table 53: Japan other savory snacks expenditure per capita, 2003?08 (JPY, nominal prices) 77
Table 54: Japan other savory snacks forecast expenditure per capita, 2008?13 (JPY, nominal prices) 77
Table 55: Japan other savory snacks expenditure per capita, 2003?08 ($, nominal prices) 78
Table 56: Japan other savory snacks forecast expenditure per capita, 2008?13 ($, nominal prices) 78
Table 57: Japan other savory snacks consumption per capita, 2003?08 (kg) 79
Table 58: Japan other savory snacks forecast consumption per capita, 2008?13 (kg) 79
Table 59: Japan popcorn value, 2003?08 (JPYm, nominal prices) 80
Table 60: Japan popcorn value forecast, 2008?13 (JPYm, nominal prices) 81
Table 61: Japan popcorn value, 2003?08 ($m, nominal prices) 83
Table 62: Japan popcorn value forecast, 2008?13 ($m, nominal prices) 83
Table 63: Japan popcorn volume, 2003?08 (kg, million) 85
Table 64: Japan popcorn volume forecast, 2008?13 (kg, million) 86
Table 65: Japan popcorn brand share, by value, 2007?08 (%) 88
Table 66: Japan popcorn value, by brand 2007?08 (JPYm, nominal prices) 88
Table 67: Japan popcorn company share by value, 2007?08 (%) 90
Table 68: Japan popcorn value, by company, 2007?08 (JPYm, nominal prices) 90
Table 69: Japan popcorn distribution channels, by value, 2007?08 (%) 91
Table 70: Japan popcorn value, by distribution channel, 2007?08 (JPYm, nominal prices) 91
Table 71: Japan popcorn expenditure per capita, 2003?08 (JPY, nominal prices) 93
Table 72: Japan popcorn forecast expenditure per capita, 2008?13 (JPY, nominal prices) 93
Table 73: Japan popcorn expenditure per capita, 2003?08 ($, nominal prices) 94
Table 74: Japan popcorn forecast expenditure per capita, 2008?13 ($, nominal prices) 94
Table 75: Japan popcorn consumption per capita, 2003?08 (kg) 95
Table 76: Japan popcorn forecast consumption per capita, 2008?13 (kg) 95
Table 77: Japan potato chips value, 2003?08 (JPYm, nominal prices) 96
Table 78: Japan potato chips value forecast, 2008?13 (JPYm, nominal prices) 97
Table 79: Japan potato chips value, 2003?08 ($m, nominal prices) 98
Table 80: Japan potato chips value forecast, 2008?13 ($m, nominal prices) 98
Table 81: Japan potato chips volume, 2003?08 (kg, million) 99
Table 82: Japan potato chips volume forecast, 2008?13 (kg, million) 100
Table 83: Japan potato chips brand share, by value, 2007?08 (%) 101
Table 84: Japan potato chips value, by brand 2007?08 (JPYm, nominal prices) 101
Table 85: Japan potato chips company share by value, 2007?08 (%) 103
Table 86: Japan potato chips value, by company, 2007?08 (JPYm, nominal prices) 103
Table 87: Japan potato chips distribution channels, by value, 2007?08 (%) 104
Table 88: Japan potato chips value, by distribution channel, 2007?08 (JPYm, nominal prices) 104
Table 89: Japan potato chips expenditure per capita, 2003?08 (JPY, nominal prices) 106
Table 90: Japan potato chips forecast expenditure per capita, 2008?13 (JPY, nominal prices) 106
Table 91: Japan potato chips expenditure per capita, 2003?08 ($, nominal prices) 107
Table 92: Japan potato chips forecast expenditure per capita, 2008?13 ($, nominal prices) 107
Table 93: Japan potato chips consumption per capita, 2003?08 (kg) 108
Table 94: Japan potato chips forecast consumption per capita, 2008?13 (kg) 108
Table 95: Japan processed snacks value, 2003?08 (JPYm, nominal prices) 109
Table 96: Japan processed snacks value forecast, 2008?13 (JPYm, nominal prices) 110
Table 97: Japan processed snacks value, 2003?08 ($m, nominal prices) 112
Table 98: Japan processed snacks value forecast, 2008?13 ($m, nominal prices) 112
Table 99: Japan processed snacks volume, 2003?08 (kg, million) 114
Table 100: Japan processed snacks volume forecast, 2008?13 (kg, million) 115
Table 101: Japan processed snacks brand share, by value, 2007?08 (%) 117
Table 102: Japan processed snacks value, by brand 2007?08 (JPYm, nominal prices) 117
Table 103: Japan processed snacks company share by value, 2007?08 (%) 119
Table 104: Japan processed snacks value, by company, 2007?08 (JPYm, nominal prices) 119
Table 105: Japan processed snacks distribution channels, by value, 2007?08 (%) 120
Table 106: Japan processed snacks value, by distribution channel, 2007?08 (JPYm, nominal prices) 120
Table 107: Japan processed snacks expenditure per capita, 2003?08 (JPY, nominal prices) 122
Table 108: Japan processed snacks forecast expenditure per capita, 2008?13 (JPY, nominal prices) 122
Table 109: Japan processed snacks expenditure per capita, 2003?08 ($, nominal prices) 123
Table 110: Japan processed snacks forecast expenditure per capita, 2008?13 ($, nominal prices) 123
Table 111: Japan processed snacks consumption per capita, 2003?08 (kg) 124
Table 112: Japan processed snacks forecast consumption per capita, 2008?13 (kg) 124
Table 113: Global savory snacks market value, 2008 125
Table 114: Global savory snacks market split (value terms ($m), 2008), top five countries 128
Table 115: Global savory snacks market volume, 2008 129
Table 116: Global savory snacks market split (volume terms, 2008), top five countries 132
Table 117: Leading players, top five countries 133
Table 118: Analysis of Japan’s Political landscape 135
Table 119: Analysis of Japan’s economy 138
Table 120: Analysis of Japan’s social system 142
Table 121: Analysis of Japan’s technology landscape 146
Table 122: Average annual salaries for researchers across countries 148
Table 123: Japan’s R&D expenditure 149
Table 124: R&D personnel in Japan, 2002–12 150
Table 125: Analysis of Japan’s legal landscape 151
Table 126: Analysis of Japan’s environmental landscape 155
Table 127: Japan savory snacks new product launches reports, by company (Top five companies), 2008 159
Table 128: Japan savory snacks new product launches SKUs, by company (Top five companies), 2008 159
Table 129: Japan savory snacks new product launches (reports), by flavor and fragrances (Top 10 flavors), 2008 160
Table 130: Japan savory snacks new product launches (reports), by Ingredients (Top 10 Ingredients), 2008 160
Table 131: Japan savory snacks new product launches (reports), by Package tags or Claims (Top 10 claims), 2008 161
Table 132: Japan savory snacks new product launches (reports) - Recent five launches (2008) 161
Table 133: Japan population, by age group, 2003?08 (millions) 162
Table 134: Japan population forecast, by age group, 2008?13 (millions) 163
Table 135: Japan population, by gender, 2003?08 (millions) 163
Table 136: Japan population forecast, by gender, 2008?13 (millions) 164
Table 137: Japan nominal GDP, 2003?08 (JPYbn, nominal prices) 164
Table 138: Japan nominal GDP forecast, 2008?13 (JPYbn, nominal prices) 164
Table 139: Japan real GDP, 2003?08 (JPYbn, 2000 prices) 165
Table 140: Japan real GDP forecast, 2008?13 (JPYbn, 2000 prices) 165
Table 141: Japan real GDP, 2003?08 ($bn, 2000 prices) 165
Table 142: Japan real GDP forecast, 2008?13 ($bn, 2000 prices) 166
Table 143: Japan consumer price index, 2003?08 (2000=100) 166
Table 144: Japan consumer price index, 2008?13 (2000=100) 166