The Japanese ice cream market continues to expand, with significant growth in winter sales. With improved living conditions, the rise of therapeutic consumption, and convenience stores pushing up prices, ice cream has become a year-round everyday dessert.

Rakuten’s “Yukimi Daifuku” is the most popular ice cream in winter. (Photo via MERXWIRE)

TOKYO, JAPAN (MERXWIRE) – According to the Japan Ice Cream Association and the *Japan Food News*, the Japanese ice cream market is projected to exceed 600 billion yen for the second consecutive year by 2025. A household survey by the Ministry of Internal Affairs and Communications also shows that household spending on ice cream is increasing year by year, and peak consumption is no longer limited to the height of summer. Purchases in December and January have increased significantly in recent years, transforming ice cream from a seasonal product into a year-round “everyday food.” Statistics indicate that the number of consumers willing to buy ice cream even in winter has increased 1.7 times over the past 10 years.

Experts analyze that the continued expansion of ice cream demand in Japan during winter stems from multiple structural changes. Firstly, improved airtightness and insulation in modern homes keep indoor temperatures warm and dry in winter, creating an ideal environment for enjoying ice cream. Secondly, consumer values have shifted from “cooling off” in summer to “healing” in winter; amidst a stressful lifestyle, rich, smooth, high-quality ice cream is seen as a way to reward oneself for relaxation. Thirdly, convenience stores like 7-Eleven and FamilyMart actively promote “winter ice cream” strategies, emphasizing high-priced, chocolate-themed, and pastry-produced items, successfully cultivating a winter ice cream consumption habit and further boosting the market size.

Morinaga’s “PINO” bite-sized chocolate ice cream is convenient and delicious. (Photo via MERXWIRE)

Regarding consumer reviews, according to the ice cream ratings published by “?????????,” Rakuten’s “Yukimi Daifuku” ranked first, loved for its layered texture of mochi-wrapped ice cream; Morinaga’s “PINO” bite-sized chocolate ice cream ranked second, its small portion perfect for slow enjoyment in winter; and Morinaga’s “PARM” chocolate ice cream ranked third, highly praised for its balanced flavor of rich chocolate and vanilla ice cream. The top ten spots also include classic products like Häagen-Dazs mini cups, Meiji Essel Super Cup Super Vanilla, and Choco Monaka Jumbo, showing that the winter market has not cooled down but has instead become a crucial battleground for high-value-added ice cream.

A working woman in her 30s in Tokyo said, “After coming home and turning on the heating in winter, eating a small cup of rich ice cream is instantly relaxing; it feels like a reward for a hard day’s work.”

A man in his 40s living in Osaka said, “The chocolate ice cream offered by convenience stores in winter is of very high quality. It’s not too cold to eat in one bite, and I actually enjoy savoring it more than in summer.”

The Japanese ice cream market has clearly broken free from the existing framework of “summer limited editions.” Winter consumption growth is not a short-term phenomenon but a structural trend interwoven with changes in living environment, lifestyle, and consumer psychology. As high-value-added products and the positioning of “healing desserts” continue to deepen, winter will become a key battleground for brand competition and innovative strategies, bringing more stable year-round growth momentum to the Japanese ice cream market.

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