January 12, 2026 – The Japanese and Korean salty snacks market continues to rise in value. Brands are building on-trend niches to garner consumer loyalty, but it is taste and flavor that are ultimate influencers of salty snack purchases. Cultural tie-ins, limited-edition offerings, and flavor innovation are also increasingly important to fuel continued growth. Innova’s “Snack Market Trends in Japan & South Korea” report examines these trends in the countries’ respective snack industries and how brands can approach innovation, based on category and consumer insights.
Lifestyle Themes and Macro Factors Impacting the Snack Market
In the Japanese and South Korean food and beverage markets, a wide range of macro factors are impacting snack categories. For example, cost is an increasingly salient issue around the world, especially as the cost of living continues to rise for many consumers. As a result, adjusted spending habits are now affecting how consumers view snacks. Some view premium products as a cheaper alternative to pricey options outside of the home, while others seek bargain bites to cut spending. Health and well-being are also top concerns, and salty snack trends indicate that consumers are influenced by better-for-you attributes. Environmental concerns are driving the importance of ingredient sourcing, and as technology empowers consumers, digital tools are more important than ever to foster engagement and promote viral food trends.
From a lifestyle perspective, consumers are also evolving their relationship with treats, rewards, and salty snacks. For example, snacking occasions are shifting alongside flexible lifestyles and the push for healthier choices. Overall, consumers are living more conscious lives, favoring cost and health benefits.
The Present State of Salty Snack Demand in Japan & South Korea
Compared to global averages, Japan is situated as one of the top three countries around the world for salty snack purchases, while South Korea occupies position number twenty-two. For both salty snacks markets, potato chips are the top choice for salty snack purchases, followed by rice-based snacks. However, consumption of these snacks is infrequent and far lower than the global average. As a result, brands in both sectors can target consumers by exploring healthier options or convenient formats.
Both the Japanese and South Korean salty snacks markets have seen a net decrease in consumers’ snacking habits. Nevertheless, a large majority of consumers in both are also maintaining their intake. For those cutting back, health is the number one reason cited by 38% of Japanese consumers and 66% of South Koreans. Changing taste preferences are cited as both sets of consumers for those increasing their snack intake. Gen Z and Millennials stand out as the generations most likely to increase their uptake, highlighting key targets for snack innovation.
Flavor Innovations and Consumer Motivation in Salty Snacks
Taste is the main motivation for salty snack consumption, and on average, 63% of Japanese and Korean consumers consider this attribute the most influential. “To fill me up” and convenience are other important factors, though Japanese consumers place more importance on the former than the latter. Currently, flavor innovation remains focused on local and traditional appeal, with the most active players maintaining consumer interest with bold flavors. For example, soy sauce, miso, wasabi, and shrimp are popular flavors, yet brands should also consider plain flavors like lightly salted that consumers also prefer.
To gain a competitive edge, limited editions, seasonal flavors, and cross-category mashups will also be important for innovators. Consumers favor novelty and expect brands to offer experiences beyond the norm, such as milk tea flavored popcorn. In general, popcorn stands out in new product development.
Viral Food Trends and Pop Culture in the Korean Snack Market
There is a growing Korean culture craze around the world, fueled by interest in pop music, TV, film, food, and beverages. As such, South Korean market trends emphasize a crucial opportunity for brands to develop products that appeal to local and international palates and trends. Social media has been integral, as nearly 50% of Gen Z and Millennials agree that they follow viral food trends they see on social media. As a result, innovators in the Korean and Japanese innovators can leverage online trends to expand internationally and drive cultural connections.
Co-branding claims are becoming increasingly important to the snack market, with collaborative new product development driving growth. For example, in South Korea, Samyang Foods has a tie-in with a popular character known as Crayon Shin-chan. Marudai also has a range of meat snacks featuring the Chiikawa character in Japan. Anime and cartoon characters also help brands tap into nostalgia and emotional connections, highlighting a key cultural strategy. Aiming for social media traction with punchy and playful packaging is another approach brands can use to aim for engagement and virality.
Indulgence Outweighs Health Preferences
Indulgence claims are a top influence, especially for 47% of Korean consumers. After product safety, health factors are generally important to both Japanese and Korean consumers. Nevertheless, selected clean label claims have lost share over recent years, and consumer preferences indicate that time-limited and pleasure are more important.
Meat and Fish Snacks
In Japan and South Korea, meat and fish snacks rank as the number one flavor category in their salty snacks markets, outranking the average global responses. Sweet and sour is the fastest rising, underscoring an opportunity to merge meat and fish snacks with sweet and sour flavor profiles. Protein is another avenue for added value, with innovators specifying the amount of protein included for health-conscious consumers. This is seen ranging from fish to soybean snacks.
What’s Next for Snack Trends in Japan & South Korea?
Future innovation strategies for the Japanese and South Korean snack industries will rely on data-driven insights and cross-category collaborations to maintain brand engagement. Limited-edition and seasonal flavor innovation is a key element of new product development in both Japan and Korea. Brands can further develop this strategy by incorporating more local and international influences, nostalgia, and connections with popular culture.
This article is based on Innova’s Snacks in Japan and South Korea report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.