Not just for kids: gummy candy proves popular with adults in Japan

In an ageing country such as Japan, which currently has the oldest citizenry in the world with 26.3% of the population being over 65 years of age, it is no surprise to see the “adultification” of confectionery.

Confectionery was once targeted at kids, but is now seeing an increasing number of launches aimed at adults.

One particular segment that has been notable within this shift is gummy candy. According to GlobalData, gums and jellies accounted for 36% of overall sugar confectionery sales by volume in 2016, and was comfortably the largest sugar confectionery segment. It is forecast to register volume growth at a CAGR of 2.1% during 2015-2020 against a stagnant economy, with year-on-year GDP growth at just 0.5% in 2016.

There are several key factors causing adult consumers to lean towards gummy candy. Chocolate for example will always be seen as being a rewarding luxury, and not many consumers see chocolate as having potential as a functional food.

The association with chocolate and sensory luxury is too important and adding functional benefits – such as collagen, vitamins or minerals – makes consumers feel they may have to compromise on taste.

Gummy candies on the other hand, are less messy to consume as well as being more discrete than chocolate, since they will not melt. Gummies are frequently sold in a portable format, which makes them more suitable for work environments.  

Many gummy candies are often sold as being functional in Japan, having established a blurred line between supplement and candy. The amount of various vitamins and nutrients contained in the product are often promoted on the front of the packaging, aiming to influence the purchasing decision.

In terms of packaging, gummy brands are able to innovate, for example positioning themselves as being fashion items. This might consist of a resealable pouch or box with colorful pop art design that could encourage image sharing on social media. Since the nature of gummy candies means that consumers do not often eat them in one go, it makes sense for brands to invest in appealing packaging to differentiate their product.

The world is ageing rapidly, with nearly two billion people globally expected to be aged over 60 years by 2050, more than tripling over the 50 years from 2000. This is having a huge impact on world economies and changing how people shop for confectionery, a category once associated with children. 

This shift in the target audience for gummy candy might only be in Japan for now, but this illustrates the potential of this category globally for the future.