How Snickers used buzz to overcome ‘challenger brand’ status in Japan
Stephanie HolzhuberWarc
Although Snickers is a household name around the world, the confectionery giant is still among the smaller players in Japan.
The Japanese confectionery market is a crowded category dominated by local brands taking most of the market share, and a few well-known international names.
The biggest shareholder is the Japanese brand Meiji Dairies with a market share of 23.6%, followed by the Korean brand Lotte (19.2%). In comparison the US chocolate giant Mars, which includes brands like Snickers, M&Ms, Milky Way and Combos is only around...