Trade Analysis of Maple Products and Ingredients in

Global Analysis July 2015 Content

• Executive Summary

• Maple Sugar and Trade Trends

• Syrup Analysis – Japan

• Maple Food and Drink Analysis – Japan

*Unless otherwise specified, values are in C$. *Exchange rate from US dollar to Canadian one is based on 2013

2 Executive Summary

Maple Syrup and Maple-related Product Trade Trends  Canada is the largest exporter in the world of maple syrup and maple-related products reaching a total value of C$277.9M and capturing 85% of the world market share volume in 2013. The United States (U.S.) ranked second and Denmark third, with total values of C$26.4M and C$6.1M respectively, in 2013.  Since 2007, Japanese imports of maple syrup and maple-related products have come mainly from two suppliers; Canada and the U.S. Japan’s import data shows that for 2013, total value and volume imports of maple syrup and maple-related products from Canada increase by 2.8% after a drop of 1% in 2012. Although starting from a much lower share, the U.S., showed an increase of 32.8% in sales value. Canada’ supply of maple syrup and maple-related products in Japan increased slightly in 2013 from 99% to 99.6%.  For the purpose of comparison, the U.S. is, by far, the largest importer of maple syrup and maple- related products in the world, with more than C$177M in imports in 2013, and is also Canada’s largest export destination for these products. Canada accounts for essentially all exports of maple sugar and syrup to the U.S. Japan is the second leading importer of maple syrup and maple-related products in the world with imports of $31.9M in 2013, 99.6% of which is imported from Canada  Germany, United Kingdom., and Canada are the third, fourth and fifth largest importers of maple syrup and maple-related products.

Source: Global Trade Atlas, 2015 3 Executive Summary

Syrup Analysis  Almost all new syrup products launched in Japan from January 2003 to December 2013, used the words “from Canada” in the product labelling, suggesting this is an important product-differentiating factor.  Of new syrup products launched in Japan from January 2003 to December 2013, prices per gram ranged from US$0.01 to US$0.38.  Product claims focused on positioning, which included both economy and premium claims.

Maple Food and Drink Analysis (not including syrups)  Maples wa used in a variety of new food and drink launches in Japan from January 2003 to December 2013.  The majority of new product launches have occurred in the past couple of years.  Food and drink launches using maple occurred most often in the bakery and snack subcategories.

4 Maple Sugar and Maple Syrup Trade Trends

5 Maple Trade Trends: World Exports by Country

Maple Syrup and Maple-Related Products: Top 10 Exporting Countries in the World - by C$ Value Reporting Country 2008 2009 2010 2011 2012 2013 World Total $ 268,274,612 $ 290,387,845 $ 268,480,128 $ 285,207,961 $ 292,183,188 $ 327,563,421 1 Canada $ 233,738,849 $ 252,728,165 $ 231,298,213 $ 242,120,927 $ 249,382,892 $ 277,942,315 2 United States $ 16,776,439 $ 21,831,443 $ 20,226,059 $ 24,629,545 $ 21,443,732 $ 26,392,746 3 Denmark $ 4,440,529 $ 3,889,633 $ 5,449,553 $ 5,118,911 $ 5,527,566 $ 6,091,326

4 Germany (Customs) $ 5,341,299 $ 3,933,245 $ 4,438,277 $ 5,268,200 $ 3,653,825 $ 5,324,647 5 United Kingdom $ 1,121,299 $ 1,210,424 $ 1,339,247 $ 1,153,116 $ 1,347,568 $ 3,233,292 6 France (Customs) $ 1,660,745 $ 2,001,518 $ 1,823,872 $ 2,500,709 $ 3,052,475 $ 3,099,775 7 Netherlands $ 1,925,886 $ 2,063,299 $ 1,521,454 $ 1,844,523 $ 1,858,325 $ 1,785,345 8 South Africa $ 63,313 $ 34,892 $ 53,744 $ 531,044 $ 3,443,036 $ 681,601 9 Austria (Customs) $ 860,848 $ 696,438 $ 552,419 $ 421,340 $ 420,531 $ 451,208 10 Italy $ 15,376 $ 87,341 $ 75,865 $ 125,262 $ 303,504 $ 263,751 Source: Global Trade Atlas, 2015

• The total value of global exports of maple syrup and maple-related products has been on an upward swing since 2008, however the rate of growth has been shrinking. This is often an indicator of a mature sector.

• Interestingly, South Africa’s total value exports of maple syrup and maple-related products has jumped dramatically in 2011 and even more in 2012 then decreased in 2013 to 2011 levels. This increase in export was due to an increase in demand of maple syrup and maple related products in some African countries such as Nigeria, Cameroon and Comoros. 6 Maple Trade Trends: World Imports by Country

• Import data (as reported by country) shows the U.S., Japan and Germany as the top importing countries of maple syrup and maple products, by total sales.

• North America is the largest importer of maple syrup and maple products, followed by countries in Western Europe and South Asia.

• The largest global importer, the U.S., has seen a growth in values since 2008, however it declined in 2010 and the rate of growth has been slowing since 2009.

• Japan’s rate of growth in imports has dramatically rise since 2008 except for a brief decline in 2009.

Maple Syrup and Maple-Related Products: Top 10 Importing Countries - by C$ value

Reporting Country 2008 2009 2010 2011 2012 2013 World Total $ 273,940,252 $ 297,661,854 $ 266,411,278 $ 279,999,766 $ 288,133,173 $ 324,483,851 1 United States $ 155,239,947 $ 167,282,143 $ 142,298,991 $ 150,199,347 $ 156,952,063 $ 177,077,804 2 Japan $ 33,614,659 $ 27,000,012 $ 34,302,298 $ 31,280,899 $ 31,052,270 $ 31,935,671

3 Germany (Customs) $ 16,132,157 $ 17,611,580 $ 18,112,158 $ 19,432,275 $ 17,947,894 $ 21,141,250 4 United Kingdom $ 11,745,855 $ 15,758,334 $ 12,119,042 $ 12,458,956 $ 13,389,493 $ 16,855,070 5 Canada $ 5,550,623 $ 10,311,288 $ 8,653,277 $ 11,316,913 $ 8,507,958 $ 12,053,371 6 France (Customs) $ 9,915,791 $ 9,220,253 $ 9,169,221 $ 9,132,589 $ 9,003,400 $ 11,695,578 7 Australia $ 5,702,336 $ 8,658,552 $ 5,855,267 $ 9,592,232 $ 8,760,394 $ 10,696,102 8 Denmark $ 4,772,665 $ 4,864,349 $ 5,014,109 $ 4,020,930 $ 4,855,842 $ 5,300,320 9 South Korea $ 3,145,151 $ 2,592,637 $ 3,277,333 $ 5,212,736 $ 6,301,057 $ 4,525,201 10 Italy $ 1,570,185 $ 2,007,253 $ 1,758,166 $ 2,092,790 $ 3,888,694 $ 2,461,452

Source: Global Trade Atlas, 2015 *Variation between Canada’s reporting of exports and other countries’ reporting of imports is likely due to differing reporting methods, such as valuation. **Ranking is based on 2013 data. 7 Maple Trade Trends: Canada’s Exports

• Exporting to 85 countries, Canada is the biggest exporter of maple syrup and maple-related products in the world capturing 84.9% of the world’s market share in 2013.

• Canadian exports of maple syrup and maple-related products to the world, have been growing steadily in value since 2008, reaching C$277.9M in 2013. However, 2010 was an exception with a decline in total export value of C$22M most likely the result of the lower production volumes. This decline was short lived, as value sales resumed an upward growth pattern in 2011.

• Of Canada’s top ten maple syrup and maple-related product export destinations in 2013, France (28.7%), and Australia (20%) represented the most growth in value, although these countries represent smaller market

Source: Global Trade Atlas, 2015 Statistical overview of the Canadian Maple Industry 2013, 2015 8

Maple Trade Trends: Canada’s Exports (continued)

• The U.S. is the largest export market for Canada’s maple syrup and maple related products. This trend has remained unchanged since 2008, and there was an increase in export of 9.6% in 2013. Unit pricing shows Canadian maple syrup and maple-related products have been commanding higher prices per kilogram in the U.S., from C$4.97 in 2007, to an all time high of C$7.42 in 2013. With both volume sales and per unit pricing up, Canada is well positioned to continue supplying the U.S. with quality maple syrup and maple-related products in the years ahead. The U.S. is such a major market for Canada that two states, Vermont and California, were larger market for Canada than all of Japan in 2013. Most of the top 10 states have shown steady- import growth since 2008.

Canadian Export of Maple Syrup and Maple-Related Products to the Top 10 Exporting States in the US Reporting States 2008 2009 2010 2011 2012 2013 World $ 233,738,849 $ 252,728,165 $ 231,298,213 $ 242,120,927 $ 249,382,892 $ 277,942,315 United States $ 156,029,130 $ 167,867,668 $ 142,993,460 $ 150,953,142 $ 157,746,111 $178,419,494 1 Vermont $ 27,774,101 $ 29,867,095 $ 27,951,221 $ 27,598,924 $ 31,971,023 $ 37,776,606 2 California $ 27,240,788 $ 32,040,925 $ 29,564,095 $ 29,452,555 $ 28,587,416 $ 32,354,732

3 New Hampshire $ 28,245,676 $ 37,107,290 $ 16,336,892 $ 21,385,378 $ 17,951,395 $ 16,042,195 4 Indiana $ 4,071 $ 6,167,998 $ 10,056,640 $ 10,014,927 $ 11,027,152 $ 12,507,181 5 Illinois $ 14,517,299 $ 8,903,242 $ 7,867,590 $ 8,665,440 $ 9,545,415 $ 11,090,320 6 Pennsylvania $ 7,680,455 $ 10,284,400 $ 12,181,152 $ 10,097,011 $ 10,773,071 $ 10,842,502 7 New Jersey $ 10,044,132 $ 8,224,390 $ 7,496,047 $ 8,415,180 $ 7,981,382 $ 9,144,897

8 Washington State $ 5,624,256 $ 5,082,752 $ 5,298,428 $ 5,112,245 $ 6,992,673 $ 9,127,566 9 Georgia $ 5,880,968 $ 4,637,123 $ 4,594,247 $ 4,852,623 $ 5,051,131 $ 6,571,192 10 Utah $ 2,553,070 $ 2,373,354 $ 3,214,561 $ 3,134,175 $ 3,879,296 $ 4,481,974 Source: Global Trade Atlas, 2015 *Variation between Canada’s reporting of exports and other countries’ reporting of imports is likely due to differing reporting methods, such as valuation. **Ranking is based on 2013 data. C$ 9 Maple Trade Trends: Canada’s Exports (continued)

• Japan is the second-largest importer of Canada’s maple syrup and maple-related products in the world. However, the value of exports to Japan has been falling since 2011 from C$28.1M in 2010 to C$24.7M in 2013, an average loss of approximately C$1.1 million per year, Japan represents only 8.8% of Canada’s total sales of maple syrup and maple-related product exports globally, that share has been steadily eroding since the 12.1% recorded in 2010.

Canadian Maple Syrup and Maple-Related Products: Top 10 Destinations- C$ Market 2008 2009 2010 2011 2012 2013 World $233,738,849 $252,728,165 $231,298,213 $242,120,927 $249,382,892 $277,942,315 1 United States $156,029,130 $167,867,668 $142,993,460 $150,953,142 $157,746,111 $178,419,494 2 Japan $24,612,437 $21,669,051 $28,092,909 $26,531,915 $24,791,016 $24,711,069 3 Germany $15,478,107 $16,414,931 $16,224,744 $17,685,013 $19,304,541 $21,751,253 4 United Kingdom $10,130,850 $13,069,021 $9,593,150 $10,619,609 $10,621,064 $11,868,169 5 France $6,201,111 $8,289,540 $7,580,222 $8,239,246 $7,268,809 $9,689,555 6 Australia $5,400,626 $8,129,652 $6,883,308 $6,772,623 $6,905,351 $8,573,116 7 Denmark $3,609,875 $4,257,666 $4,130,080 $4,045,516 $4,043,857 $4,470,363 8 Korea South $1,697,885 $2,066,720 $2,941,053 $5,657,799 $5,249,253 $3,840,530 9 Netherlands $1,755,093 $2,132,899 $2,244,257 $1,911,183 $2,099,673 $2,306,320 10 Switzerland $2,258,390 $2,115,704 $2,741,707 $1,931,567 $2,607,005 $1,662,688

Source: Global Trade Atlas, 2015 *Variation between Canada’s reporting of exports and other countries’ reporting of imports is likely due to differing reporting methods, such as valuation. **Ranking is based on 2013 data. C$

10 Maple Syrup New Product Analysis - Japan -

11 Mintel GNDP Search Terms

Time Frame: January 2003 – December 2013 Country/Region: Japan Categories: Maple Syrup

A search was performed in the Mintel Global New Products Database (GNPD) for new product introductions in Japan.

An analysis of these search results, as well as product examples, can be found in the slides that follow.

12 JAPAN New Maple Syrup Products Launch Analysis

• Of the 124 new maple products launched between 2003 and 2013, 9 were maple syrup items. The majority of new product launches occurred between 2010 to 2012, and totaled five.

• The syrup prices (p/gram) for new products ranged from US$0.01 to a high of US$0.38. Factors such as package size, type, and ingredients influence the price of any product.

• Aeon’s Topvalu commanded the highest price per item, and second-highest price per gram.

• Only three products were pure maple syrup. The remaining were a maple syrup combination that included other ingredients such as caramel and .

• Seven & I Holdings and Sonton Food Industry product brands are identified as “premium” products.

Maple Syrup Introductions in Japan by Price - January 2003 to December 2013

Brand Company Price in US Dollars Unit Pack Size (ml/g) Packaging Units (ml/g) Package Type Topvalu Aeon 7.17 165 g Bottle Seven Premium Seven & I Holdings 3.26 240 g Bottle Nisshin Nisshin Seifun Group 2.61 200 g Bottle Cadeau du Quebec Kewpie 5.67 15 g Tub Seven Premium Seven & I Holdings 2.95 240 g Bottle Disney Nisshin Foods 2.39 200 g n/a Cleary's DHC 6.74 125 ml n/a Disney Character Series Nisshin Foods 1.99 200 g n/a Maple Sonton Food Industry 2.12 165 g Jar

Source: Mintel, 2014 13 JAPAN New Maple Syrup Products by Claims

New Maple Syrup Product Introduction by Claims January 2003 to December 2013

• The most common types of Number of Variants claims found on new maple Claim syrup products were related to positioning (five claims), Children (5-12) 1 natural (two claims), minus Cobranded 1 (one claim), demographic Ease of Use 1 (one claim), and Economy 1 convenience (one claim). Low/no/reduced calorie 1

No additives/preservatives 2

Organic 1

Premium 3

Not specified 2

Source: Mintel, 2014.

Source: Mintel, 2014 14 JAPAN New Syrup Introductions

Maple Syrup Pancake Maple Syrup Cake Syrup Company: Aeon Company: Aeon Company: Nisshin Seifun Group Brand: Topvalu Brand: Seven Premium Brand: Nisshin Date published: June 2012 Date published: November 2011 Date published: Sept. 2011 Launch type: New variety/range Launch type: New packaging Launch type: New product extension Package type: bottle Package type: bottle Package type: bottle Package material: plastic Package material: plastic PP* Package material: glass Pack size: 240 g Pack size: 200g Pack size: 165g Price (US$): 3.26 Price (US$): 2.61 Price (US$): 7.17 Claims: Premium Claims: none Claims: economy Details: Seven Premium Pancake Maple Syrup is Details: Nisshin Cake Syrup is made with natural Details: Topvalu Maple Syrup consists of Canada now available with a new pack. This product is Canadian maple syrup, honey and #1 medium syrup. manufactured for the private label by Kato Bihoen oligosaccharides. It is ideal for pancakes, toast Honpo. pieces, or to add to yogurt. The syrup is also suitable for baking purposes.

Maple Syrup Cake Syrup Company: Seven & I Holdings Fun Cake Syrup Company: Kewpie Nisshin Foods Brand: Seven Premium Company: Brand: Cadeau du Quebec Disney Date published: September 2010 Brand: Date published: March 2011 September 2008 Launch type: New Product Date published: Launch type: New Packaging New packaging Package type: Bottle Launch type: Package type: Tub n/a Package material: Plastic PP* Package type: Package material: Plastic PS* n/a Pack size: 240g Package material: Pack size: 15g 200g Price (US$): 2.95 Pack size: Price (US$): 5.67 2.39 Claims: no additives/preservatives, premium Price (US$): Claims: ease of use Claims: none Details: This pancake syrup is made partially with Details: This 100% maple syrup from Quebec, Details: This product is described as a flavorful Canada now comes in a "dispen-pack", a Canadian maple syrup. By keeping the sweetness level of the syrup at more than 75% the syrup does cake syrup containing natural Canadian maple convenient packaging from which the maple syrup syrup and honey. It also contains oligosaccharide**. can be dispensed with one hand. not make pancakes soggy, staying on the surface. It contains no added caramel colour.

*PS (polystyrene), PP (polypropylene). Source for all: Mintel, 2014 **Isomalto-oligosaccharide is a food ingredient that is added to various foods as either powder or a syrup.” Source: Health Canada, 2012. 15 JAPAN Canadian Maple Syrup Products in Japan

• In Japan, Canadian maple syrup is often regarded as having healthy attributes, such as being an "organic," "additive-free," or "natural" product. Many Japanese consumers are trying to incorporate more of these “healthy” food products into their diet, which aids in positioning maple syrup in the market, to be consumed as a syrup or as a sweetener/flavouring/ingredient in other food and drink products. Honey and maple syrup may also be preferred over sugar by natural-food lovers and users of Chinese medicinal products.

• Japanese consumers are also loyal to Canadian-branded maple syrup, with “Canadian” maple messaging appearing frequently on syrup and other food and drink introductions in the market. Characteristics that are embodied by each type of maple syrup (such as lighter grade or darker colour varieties) are also appreciated by Japan’s discerning consumers (AAFC, Mintel).

• According to the Federation of Quebec Maple Syrup Producers (Fédération des producteurs acéricoles du Québec [FPAQ]), Asian consumers use maple syrup in a variety of ways, not only as a topping on pancakes or desserts, but also in cooking, such as with chicken or pork. Some industry sources indicate that consumers are willing to pay 1,000 to 1,365 yen for a bottle that is 250ml, which is roughly C$11.75 to C$16.05, and a notably higher price-point compared to syrup sold within Canada (The Globe and Mail, 2011).

• Promotional activities have also aided in showcasing Canadian maple products in Japan. For example, with Agriculture and Agri-Food Canada AgriMarketing Program funding, FPAQ launched a recipe contest in October 2010 for the use of maple products in recipes, which involved more than 200 participants (Government of Canada).

Sources: AAFC, Consumer Trends Honey and Maple Syrup In Japan, October 2010; Government of Canada, Co-operatives Secretariat, Maple Discovery - Promoting Cuisine with a Delicious Canadian Twist, May 2, 2012; Mintel, 2012, The Globe and Mail, Quebec: Maple syrup's strategic reserve, April 5, 2011. 16 JAPAN Canadian Maple Syrup Products in Japan

• Canadian companies have been successful in diversifying their strategies by pursuing markets in Asia for their maple products. Décacer, a maple syrup bottler in Quebec, is one example of a successful company that has been pursuing this strategy, with Japan being one of their top markets for their maple syrup and maple flake products (The Globe and Mail, 2011).

• La Ferme Martinette, another maple syrup company from Quebec, exports a range of maple syrup products globally. This includes Japan, which is a target market that has been successful for the company’s high-end products, largely due to the approach of catering specifically to the Japanese market, with a Japanese-language website as well as links to online stores that sell their products in the market. Ferme Martinette was also the winner of the Canada Brand Business Award at SIAL Canada 2012 (AAFC).

• Citadelle, a co-operative of maple syrup producers in Quebec and a Canada Brand Member, has also been exporting to Asia and Europe, with their premier brand Citadelle being well recognized abroad. The company has also been working on innovating maple products, and won the 2012 SIAL Canada Grand Prize for Trends and Innovation for its maple jelly pearl product (AAFC).

• Canadian companies are also increasingly interested in other areas of Asia, such as the growing Chinese market for maple products, as Chinese tourism to Canada grows and leads to increasing awareness of Canada’s maple products. However, the price-consciousness of Chinese consumers remains a challenge (The Globe and Mail).

Sources: The Globe and Mail, Quebec: Maple syrup's strategic reserve, April 5, 2011; AAFC, Canada Brand Branding Bytes, June 7, 2012 17 Maple Food Products Analysis - Japan -

18 Mintel GNDP Search Terms

Time Frame: January 2003 – December 2013 Country/Region: Japan Categories: Food and drink (not including “syrups”) Search Term: Nature Identical Maple Flavour, and Natural Maple Syrup Flavour A search was performed in the Mintel Global New Products Database (GNPD) for new food and drink introductions in Japan that used the term “maple.” Results include launches where at least one variety in a product range has a maple mention. For the remainder of this report, these products will be referred to as “maple products.”

Syrups were not included in this food and drink search.

This analysis is meant to provide examples of how maple is being used and marketed in a variety of food and drink products, as well as ideas for maple ingredient opportunities in Japan.

An analysis of these search results, as well as product examples, can be found in the slides that follow.

19 JAPAN Analysis of Maple Syrup-Related Categories

• In Japan, from January 2003 to December 2013, there were 115 products launched across nine categories.

• 56w % of ne product launches occurred between 2010 to 2013, indicating a growing trend and increasing popularity of maple syrup-related foods.

• The bakery products category dominated new product activity in Japan, with 50 new product launches, followed by the desserts and ice cream category (27 new product launches), and the snack category (12 new product launches).

• In breaking down the bakery category, the cakes, pastries and sweet goods sub-category accounted for 33 new products. For the desserts and ice cream category, the chilled desserts sub-category had the most launches totaling 15 new products. In the snack category, it was the snack/cereal/energy bars sub-category with the most new product activity, with 10 new launches.

• In 2013, accelerated new product launch growth was seen in the top four sector sub-categories:

- Cakes, pastries and sweet goods = 42% - Snack, cereal and energy bars = 30%

- Chilled deserts = 26% - Sweet biscuits and cookies = 16%

• Other food sub-categories where maple syrup-related products have been recently included in the top-10 list of launches were bread and bread products, and spoonable yogurt.

Source: Mintel, 2014 20 JAPAN Maple Products from January 2003 to December 2013

• Maple syrup-related food products entering the Japanese market since January 2003 experienced double digit growth in terms of the number of new products launched per year, with a slight slowdown in growth for 2011. For 2012 and 2013 substantial growth resumed to 18% and 28% respectively.

Source: Mintel, 2014 21 JAPAN Private Label Maple Product Launches

• 27 of the 115 new product launches in

Japan, from January 2003 to December 15

2013, were private label products. 14 • There were seven companies that launched 13 the new private label products, 15 of which 12 11

came from market leaders (by number of new products): Aeon – 6, Lawson – 6, and 10 Seven & I Holdings – 3. 9 8 • The bakery category had the most launches. Twenty-one of the new private label 7

products were in the cakes, pastries and of Launches Number 6 sweet goods food sub-category. 5 4

• The majority of new private label products 3 were launched in the last two years. 2

1 Private Label New Products Incorporating Maple Syrup Launches by Category 2003 - 2013

Category Number of Variants 2006 2007 2008 2009 2010 2011 2012 2013 Bakery 24 Desserts and Ice cream 2 Year of Launch Snacks 1

Source: Mintel, 2014 22 JAPAN Maple Products Maple-related Product Introductions in Japan by Ultimate Company by Brand Owner - January 2003 to December 2013 Number Company Brand of • The five companies that launched the most Variants products from January 2003 to December 1. Balanceup 3 2. Not Specified 3 Asahi Food & Healthcare 2013, accounted for 36% of all maple related 3. Asahi 2 product launches. Other 6 1. Morinaga 3 2. Not Specified 2 Morinaga Industry • Asahi Food and Healthcare’s new launches 3. Morinaga Tanita Refectory's 100kcal Dessert 1 under the top three brands were in the sugar Other 4 1. Topvalu 3 and confectionary sub-category (5), and snack 2. Topvalu Sweets 2 Aeon products (3). 3. Topvalu Light Meal 1 Other 1 • New products by 1. Uchi Café Sweets 2 Morinaga Milk Industry, 2. Minori Bakery 2 Lawson under the top three brands were all in desserts 3. Minori Bakery Sukoyaka 1 Other 1 and ice cream category (6). 1. Lady Borden 2 2. Lotte Custard Cake 1 Lotte • Aeon’s new product launches, under their 3. Lotte Pie No Mi 1 Topvalu brand were found in the bakery (4), Other 2 1. Seven Premium 4 Seven & I Holdings and snacks (1) sub-categories. 2. Seven & I Delicious Bread 1 1. Nissin Cisco's 2 2. Nissin Cisco Monprefere 1 • New launches by Lawson, under the top three Nissin Cisco 3. Cisco's Ciscorn Big 1 brands were in the bakery sub-category (5). Other 1 1. Calbee FruGra Mori No Megumi 2 2. Calbee Fruit Granola 1 • Two of Lotte’s new product launches were in Calbee Foods 3. Calbee 1 their private label product line. The new Other 1 product launches were concentrated in the 1. Kracie Amaguri Muichaimashita 1 2. Kracie 1 Kracie Foods desserts and ice cream (2), and bakery (2) sub- 3. I.V. 1 categories. Other 1 1. Glico Pretz 2 Ezaki Glico 2. Pretz 2 49 Others Source: Mintel, 2014 23 JAPAN Maple Products by Claim

Maple Product Introductions in Japan By Type of Claim Maple related Product Introductions in Japan by Top 5 Categories January 2003 to December 2013 by Top 3 Claims - January 2003 to December 2013 Number of Variants Category Claims Claim Category Claims

Economy 5 Positioning 40 Bakery Microwaveable 4 Plus 19 Limited Edition 3 Limited Edition 5 Convenience 9 Desserts & Ice Cream No Additives/Preservatives 3 Natural 9 Premium 2 Vitamin/Mineral Fortified 8 Minus 7 Snacks High/Added Fiber 5 Demographic 6 Added Calcium 5 Sugar & Gum Confectionery Premium 1 Functional 3 Vitamin/Mineral Fortified 1 Ethical & environmental 2 Dairy Seasonal 1 Low/No/Reduced Fat 1 Suitable for 1 Source: Mintel, 2014. Source: Mintel, 2014

• Less than half of the new maple related products launched in Japan were accompanied by a claim. In addition, the food categories where the new launches occurred are often associated with high caloric and/or high in sugar carbohydrates – foods often identified as having little nutritional value. However, claims used in the snacks, sugar and gum confectionery, and dairy categories do include claims often associated with better-for-you or functional declarations, such as vitamin/mineral fortified and added calcium. These moves by industry could be an attempt to improve the image of these “less nutritional” types of food, by incorporating a more “natural” sweetener with a flavour that is already sought after by the consumer.

Source: Mintel, 2014 24 JAPAN - Examples of Maple Products

Egg and Juicy Maple Syrup & Nuts Cream Filled Company: Lawson Brown Rice Bran Sandwich Bar Brand: Minori Bakery Company: Asahi Fod and Healthcare Date published: Dec. 2013 Brand: Asahi Balance Up Cream Genmai Bran Launch type: New variety/range extension Date published: October 2013 Package type: Flexible Launch type: New packaging Package material: Polypropylene Package type: Flexible Price (US$): $1.22 Package material: plastic unspecified Claims: none Pack size: 2x36g Price (US$): $1.57 Details: Minori Bakery Tamago To Butter No Juicy French Claims: added calcium, high/added fiber, vitamin/mineral fortified Toast (Egg & Butter Juicy French Toast) is made with maple syrup and butter to offer aromatic and semisweet flavour. Details: Asahi Balance Up Cream Genmai Bran Dietary Fiber Maple Nuts (Maple Syrup & Nuts Cream Filled Brown Rice Bran Sandwich Bar) has been repackaged. It features maple syrup, and almonds in cream. It is said to contain 10 types of vitamins, calcium, iron and dietary fibre which are Panna Cotta & Mille Crepes Parfait w/Maple flavour often lacking in regular diet. Company: Ministop, Japan Brand: Happyrich Sweets (Private Label) Date published: July 2013 Launch type: New variety/range extension Package type: Tub Maple Waffle Package material: PolyEhtylene Terephthalate Company: Aeon Price (US$): $3.37 Brand: Topvalu Sweets (Private Label) Claims: none Date published: February 2013 Launch type: Relaunch Happyrich Sweets Panna Cotta To Mille Crepes No Parfait Maple Details: Package type: Flexible Fumi (Panna Cotta & Mille Crepes Parfait with Maple Flavour) combines Package material: Polypropylene maple custard-flavoured mousse, panna cotta, and a mille crepe cake with Pack size: 43g maple sauce. Price (US$): $1.03 Claims: economy Details: Topvalu Sweets Maple Waffle has been relaunched with a new package design and formula. Canadian maple syrup was used to offer an aromatic taste.

Source: Mintel, 2014 25 JAPAN - Examples of Maple Products

Omelette Cake w/ Whippped Cream and Mild Milk and Maple Pie Puff Bite Maple Flavour Company: Lotte Company: Seven & IHoldings Brand: Lotte Pie No Mi Brand: Seven & 1 Delicious Bread (Private Label) Date published: October 2013 Date published: July 2013 Launch type: New packaging Launch type: New variety/range extension Package type: Tray Package type: Flexible Package material: Plastic unspecified Package material: Plastic unspecified Pack size: 69g Price (US$): $1.32 Price (US$): $1.25 Claims: none Claims: Microwaveable, Seasonal Details: Seven & I Delicious Bread Whip Omelette Maple Aji (Omelette Details: Lotte Pie No Mi Maroyaka Milk Maple Jitate (Mild Milk and Type Cake with Whipped Cream & Maple Flavour) is a soft omelette-like Maple Pie Puff Bite) has been repackaged for winter 2013. cake sandwiching plenty of rich whipped cream topped with maple sauce.

Maple Ginger Lozenges Sweet Maple Flavoured Chestnuts Kanro Company: Company: Kracie Foods Kanro Brand: Brand: Kracie Amaguri Muichaimashita October 2012 Date published: Date published: September 2012 New variety/range extension Launch type: Launch type: new variety/range extension Flexible Package type: Package type: Flexible stand-up pouch Paper plastic lines Package material: Pack size: 35g 10x3.90g Pack size: Price (US$): $1.90 $1.21 Price (US$): Claims: On-the-go, Organic, Seasonal Claims: none Details: Kracie Amaguri Muichaimashita Honoama Maple Aji (Sweet Details: Kanro Maple Ginger Nodoame Stick Type (Maple Ginger Maple Flavoured Chestnuts) are seasonal organic chestnuts with a Lozenges) feature the mellow flavour and sweetness of maple, and a faint maple aroma and sweetness. The non-sticky chestnuts are moist touch of ginger. This product is made with maple syrup from Quebec, thanks to the company's own technique. This product is claimed to be and ginger extract from Kochi Prefecture (Japan). a perfect snack for teatime and for traveling.

Source: Mintel, 2014 26 Comments/Questions?

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