The "dried sweet potato" phenomenon is a big hit in the Japanese EC market: A renaissance of traditional foods born from health consciousness

## Rapid growth in the dried sweet potato market: Data shows astonishing sales growth

Traditional dried sweet potatoes are now creating an unprecedented boom in the Japanese EC market. According to a survey by Nikkei Cross Trends, the sales amount per 1,000 customers of "dried sweet potatoes" in January 2021 increased by an astonishing 57.5% compared to the same month last year. In particular, in the 2020-2021 season, sales reached a record high of over 1,000 yen in December and over 900 yen in January, clearly showing its popularity in the numbers.

It has also been a great success on EC platforms, with Imokuniya's "1kg of discounted Beni Haruka dried sweet potatoes" taking the top spot in the overall rankings on Rakuten Ichiba. In the first half of 2024, it ranked third in the sweets and snacks category, and has received overwhelming support from consumers, with over 16,000 reviews.

## Background to the boom: The "4th sweet potato boom" caused by a complex of factors

There are several important background factors behind this hoshiimo boom. First, there is the growing health consciousness since the COVID-19 pandemic. In order to eliminate "corona weight gain" caused by staying at home, hoshiimo, which is low in calories and rich in dietary fiber, has attracted attention as a diet food. Its natural sweetness has made it a suitable substitute for sweets full of sugar.

In addition, new varieties such as "Beni Haruka", which appeared in 2010, have brought innovation to the market. These varieties have a higher sugar content than conventional hoshiimo, are beautiful in appearance, and have excellent texture, so the dramatic improvement in quality has attracted the support of consumers.

The proactive efforts of the production areas cannot be overlooked. Ibaraki Prefecture, the top producer of dried sweet potatoes in Japan, has established a "Hoshimono Day" (January 10th) and held a national competition to decide the tastiest dried sweet potato in Japan, and the promotional activities throughout the region have been successful.

## Expansion of the overall dried food market: Industry trends driving dried sweet potatoes

The popularity of dried sweet potatoes is also part of a larger growth trend in the dried food market. According to market research, the dried processed food market is expected to grow at an average annual rate of 9.9% from 2025 to 2032. The market size, which was US$47.1 billion as of 2024, is expected to reach US$65.34 billion in 2029.

This growth is supported by the characteristics of dried foods that match the lifestyles of modern consumers. They can be stored for a long time, and are highly valued for their convenience as they can be easily eaten while retaining their nutritional value. In particular, technological innovations such as vacuum drying and freeze drying have led to an increase in natural products that do not use preservatives or additives, and they are gaining support from health-conscious consumers.

In the freeze-dried food market, soups, miso soup, side dishes, and porridge are popular, and organic and domestic freeze-dried fruits are also recording high sales on e-commerce sites. Interestingly, this trend is not limited to human food, but has also spread to the high-end pet food market.

## The role of media and social media: Information diffusion accelerates the boom

The influence of media and social networks is also a major factor in the hoshiimo boom. Its frequent appearance on television programs, magazines, and online media has increased its awareness, and on social media, its deliciousness and recipe variations are being spread along with hashtags such as "Hoshiimo".

In particular, the evaluations by influencers such as "Hoshiimo is a natural superfood" and "A guilt-free snack" have resonated with the younger generation, successfully overhauling the traditional image of hoshiimo as a food for the elderly.

## Consumer voice: Reasons for support

Consumers who actually purchase hoshiimo say things like, "The natural sweetness is addictive," "It's perfect as a healthy snack when you're hungry," and "It's safe to give to children as a snack." In addition, because it can be stored for a long time, it is also supported as a practical use for disaster preparedness.

In the reviews on the EC site, comments such as "It's softer and tastier than I thought," "It's not too sweet, so I can eat as much as I want," and "Even though it's said to be defective, there is no problem with the quality at all" stand out, and it is also characterized by a large number of repeat buyers.

## Future Outlook: Towards Sustainable Growth

According to experts, the prevailing view is that the hoshiimo boom is not a passing fad, but that it can be expected to grow sustainably amid growing interest in health and natural foods. Producers are also focusing on thorough quality control and new product development (for example, sliced ​​types, mini sizes, and variations with different sugar contents), and the market is expected to expand further.

In particular, expansion into overseas markets is attracting attention as a future growth area. In addition to its value as a traditional Japanese food, it is analyzed that there is great potential for export expansion because it matches global food trends such as gluten-free, vegan-friendly, and organic.

## Summary: A success story born from the fusion of tradition and innovation

Japan's hoshiimo boom is not just a food fad, but a good example of traditional food culture being reevaluated in light of modern needs and technological innovation. The synergistic effects of multiple factors such as increased health awareness, changing lifestyles, improved production technology, and effective marketing have led to a major business opportunity, especially in the e-commerce market.

This phenomenon shows a success model that can be applied to other traditional foods, and will be an important case study in promoting Japanese food culture to the world. As the example of hoshiimo shows, traditional foods can be given a whole new life by reinterpreting them with a modern approach.