Gummy Market Shifts from Rapid Growth to Steady Growth: “With More Products, Novelty Alone Is Less Likely to Lead to Repeat Purchases” — Kanro President Tetsuya Murata’s Next Move

As growth in the gummy market slows, Kanro is preparing its next move while maintaining its outlook that the market will expand to ¥150 billion by 2030. According to Intage SRI+, the gummy market was estimated at ¥129.7 billion in 2025, up 14% year on year, and at ¥68.3 billion in January through June of this year, up 2.8%. The pace of growth has weakened. At the first-half earnings briefing for the fiscal year ending December, held on July 31, President and CEO Tetsuya Murata expressed the view: “The gummy market is in its next phase of growth, shifting from rapid growth to steady growth. As shelf space expands and the number of products increases, the market environment has become one in which novelty alone is less likely to lead to repeat purchases.” During the first half, Kanro’s three core brands—“Pure Gummy,” “Candemina Gummy,” and “Marosh”—were constrained as production capacity neared its limit. Amid market trends toward a growing number of products, the company was unable to supply some products as desired, and performance stalled. Meanwhile, strong performance by “Kanro the Strong,” positioned as the company’s fourth gummy brand, and by new products offset the decline in the three core brands. Its first-half market share rose 0.4 percentage points year on year to 15.1%. Regarding future market trends, Murata stated: “Both purchase frequency and the number of items purchased are increasing in the gummy market, and users are clearly becoming established, creating an environment in which they will continue to eat gummies. We have described the market as entering steady growth because growth has moved from increases of 20% or the high teens to single-digit growth. Even after entering steady growth, however, we predict that the market size will certainly reach ¥150 billion in 2030.” With competition also expected to intensify, Murata says: “Rather than merely launching novel products, it is important to refine the value that products provide and create products that accurately capture consumer needs. We believe that our company will play a leading role in this.” For existing brands, the company will lead the market through customer-driven brand development and differentiation in the value provided. For “Pure Gummy,” Kanro will continue to roll out initiatives while taking market trends into account. These include “Pure Gummy Premium,” which contains jelly inside the gummy and is aimed at adult women; “Pure Ring,” for parents and children; “Pure Slice,” offered through limited channels; and “Pure Supplement,” geared toward healthcare. Murata emphasized: “We will add value propositions such as rewards, a switch or change of mood, relaxation, and healthcare to ‘Pure Gummy’ and other brands as well. As brand strength increases, we believe we can also move toward further value enhancement.” “Candemina Gummy,” “Marosh,” and “Kanro the Strong” will establish their respective brand positions through appeals based on distinctive textures and differentiated value propositions. The company also expressed its intention to develop new brands that can contribute to market expansion once a new gummy production line at its Asahi Plant in Nagano Prefecture begins operations in July 2027. Construction on the new gummy line began last October, and work on the exterior walls is now under way. Once complete, production capacity is scheduled to increase by approximately 50%. An automated warehouse will also be newly built, bringing capital investment in the new gummy line and automated warehouse to approximately ¥13 billion in total.
As growth in the gummy market slows, Kanro is preparing its next move while maintaining its outlook that the market will expand to ¥150 billion by 2030. According to Intage SRI+, the gummy market was estimated at ¥129.7 billion in 2025, up 14% year on year, and at ¥68.3 billion in January through June of this year, up 2.8%. The pace of growth has weakened. At the first-half earnings briefing for the fiscal year ending December, held on July 31, President and CEO Tetsuya Murata expressed the view: “The gummy market is in its next phase of growth, shifting from rapid growth to steady growth. As shelf space expands and the number of products increases, the market environment has become one in which novelty alone is less likely to lead to repeat purchases.” During the first half, Kanro’s three core brands—“Pure Gummy,” “Candemina Gummy,” and “Marosh”—were constrained as production capacity neared its limit. Amid market trends toward a growing number of products, the company was unable to supply some products as desired, and performance stalled. Meanwhile, strong performance by “Kanro the Strong,” positioned as the company’s fourth gummy brand, and by new products offset the decline in the three core brands. Its first-half market share rose 0.4 percentage points year on year to 15.1%. Regarding future market trends, Murata stated: “Both purchase frequency and the number of items purchased are increasing in the gummy market, and users are clearly becoming established, creating an environment in which they will continue to eat gummies. We have described the market as entering steady growth because growth has moved from increases of 20% or the high teens to single-digit growth. Even after entering steady growth, however, we predict that the market size will certainly reach ¥150 billion in 2030.” With competition also expected to intensify, Murata says: “Rather than merely launching novel products, it is important to refine the value that products provide and create products that accurately capture consumer needs. We believe that our company will play a leading role in this.” For existing brands, the company will lead the market through customer-driven brand development and differentiation in the value provided. For “Pure Gummy,” Kanro will continue to roll out initiatives while taking market trends into account. These include “Pure Gummy Premium,” which contains jelly inside the gummy and is aimed at adult women; “Pure Ring,” for parents and children; “Pure Slice,” offered through limited channels; and “Pure Supplement,” geared toward healthcare. Murata emphasized: “We will add value propositions such as rewards, a switch or change of mood, relaxation, and healthcare to ‘Pure Gummy’ and other brands as well. As brand strength increases, we believe we can also move toward further value enhancement.” “Candemina Gummy,” “Marosh,” and “Kanro the Strong” will establish their respective brand positions through appeals based on distinctive textures and differentiated value propositions. The company also expressed its intention to develop new brands that can contribute to market expansion once a new gummy production line at its Asahi Plant in Nagano Prefecture begins operations in July 2027. Construction on the new gummy line began last October, and work on the exterior walls is now under way. Once complete, production capacity is scheduled to increase by approximately 50%. An automated warehouse will also be newly built, bringing capital investment in the new gummy line and automated warehouse to approximately ¥13 billion in total.

As growth in the gummy market slows, Kanro is preparing its next move while maintaining its outlook that the market will expand to ¥150 billion by 2030.

According to Intage SRI+, the gummy market was estimated at ¥129.7 billion in 2025, up 14% year on year, and at ¥68.3 billion in January through June of this year, up 2.8%. The pace of growth has weakened.

At the first-half earnings briefing for the fiscal year ending December, held on July 31, President and CEO Tetsuya Murata expressed the view: “The gummy market is in its next phase of growth, shifting from rapid growth to steady growth. As shelf space expands and the number of products increases, the market environment has become one in which novelty alone is less likely to lead to repeat purchases.”

President and CEO Tetsuya Murata (right) and Director, Senior Executive Officer, and CFO Mitsuki Sato at the earnings briefing on July 31
President and CEO Tetsuya Murata (right) and Director, Senior Executive Officer, and CFO Mitsuki Sato at the earnings briefing on July 31

During the first half, Kanro’s three core brands—“Pure Gummy,” “Candemina Gummy,” and “Marosh”—were constrained as production capacity neared its limit. Amid market trends toward a growing number of products, the company was unable to supply some products as desired, and performance stalled.

Meanwhile, strong performance by “Kanro the Strong,” positioned as the company’s fourth gummy brand, and by new products offset the decline in the three core brands. Its first-half market share rose 0.4 percentage points year on year to 15.1%.

Regarding future market trends, Murata stated: “Both purchase frequency and the number of items purchased are increasing in the gummy market, and users are clearly becoming established, creating an environment in which they will continue to eat gummies. We have described the market as entering steady growth because growth has moved from increases of 20% or the high teens to single-digit growth. Even after entering steady growth, however, we predict that the market size will certainly reach ¥150 billion in 2030.”

With competition also expected to intensify, Murata says: “Rather than merely launching novel products, it is important to refine the value that products provide and create products that accurately capture consumer needs. We believe that our company will play a leading role in this.”

For existing brands, the company will lead the market through customer-driven brand development and differentiation in the value provided.

For “Pure Gummy,” Kanro will continue to roll out initiatives while taking market trends into account. These include “Pure Gummy Premium,” which contains jelly inside the gummy and is aimed at adult women; “Pure Ring,” for parents and children; “Pure Slice,” offered through limited channels; and “Pure Supplement,” geared toward healthcare.

Murata emphasized: “We will add value propositions such as rewards, a switch or change of mood, relaxation, and healthcare to ‘Pure Gummy’ and other brands as well. As brand strength increases, we believe we can also move toward further value enhancement.”

“Candemina Gummy,” “Marosh,” and “Kanro the Strong” will establish their respective brand positions through appeals based on distinctive textures and differentiated value propositions.

The company also expressed its intention to develop new brands that can contribute to market expansion once a new gummy production line at its Asahi Plant in Nagano Prefecture begins operations in July 2027.

Construction on the new gummy line began last October, and work on the exterior walls is now under way. Once complete, production capacity is scheduled to increase by approximately 50%. An automated warehouse will also be newly built, bringing capital investment in the new gummy line and automated warehouse to approximately ¥13 billion in total.

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