Häagen-Dazs Japan recently held its 2026 business plan presentation and announced its FY2025 results and FY2026 policy. FY2025 sales reached 55.6 billion yen, up 13% year on year, marking a record high for the second consecutive year. For FY2026, the company plans sales of 56.0 billion yen, up 1%, aiming to set a new record for the third straight year.
Growth was led by the core mini cup line. “The Milk,” which highlights 100% Hokkaido raw milk, achieved 137% of plan thanks to initiatives that strongly emphasized its ingredient value. Proposals for side-by-side tastings with vanilla at retail helped attract new customer segments, particularly winning support from the F1 demographic (women aged 20 to 34). Assortment boxes, which underwent a price revision in June, also performed well with 4% growth. The company minimized erosion of its customer base by introducing concept-based products such as “World Dessert Selection.”
On the other hand, the intense summer heat affected the sales environment. President Kyoko Igarashi pointed out, “It was a summer in which temperatures near 40 degrees continued, and changes in customer preferences became apparent. While maintaining our strength centered on the richness of milk, responding to summers that are too hot will be an important issue going forward.”
Reflecting on her two years in office, she summarized, “I once again felt the strength of the brand. On the other hand, costs and environmental changes have been severe, and the big mission was how to provide value that exceeds price increases.” She stressed, “We want to further refine the brand and remain a choice even in a rapidly changing environment.”
For FY2026, the company will focus on “further communicating brand value” and “continuous news generation.” From mid-May, it will refresh the mini cup packaging for the first time in seven years. It will adopt a Japan-exclusive design rather than a global standard one, strengthening flavor clarity and premium appeal. It also plans to produce a new brand commercial centered on vanilla, the company’s flagship product, focusing on taste and ingredient quality. The tagline will be renewed to “My Special One.” as the company seeks to redefine its value.
On the product side, on March 10 it will launch mini cup items “ROCKY CRUNCHY! Strawberry Black Cocoa” and “ROCKY CRUNCHY! Salty Honey Butter.” Using biscuits with about twice the usual hardness, the company is proposing new experiential value. For Crispy Sandwich, which marks its 25th anniversary, “The Green Tea” will be introduced on April 7. TV commercials and digital ads featuring female talent are also planned.
The overseas business performed strongly in FY2025, posting double-digit growth, with a focus on Taiwan, Hong Kong, and South Korea. “Given the domestic market under population decline, overseas is an important growth axis,” President Igarashi said, and the company intends to expand using Japan-exclusive, layered-structure products as its weapon.
