CCC Marketing announces the "2021 Cross-Media Trends Annual Rankings," based on a comprehensive analysis of restaurant reviews, social media, television, and actual purchase data!

2021.12.24 Press Releases
CCC Marketing Co., Ltd.

- 1st place "Maritozzo", 2nd place "Draft beer mug can", 3rd place "Manulpan". Will next year see a boom in "mocktails" and "salad wraps"?!

CCC Marketing Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura; hereinafter referred to as "CCC Marketing") is pleased to announce the "2021 Cross Media Trend Annual Rankings" compiled for "Market Watch (hereinafter referred to as "MKW") Trend Edition*1," a marketing support service for various food-related companies, based on the "MKW Cross Media Trend Pack*2," which performs a comprehensive analysis of data from restaurant reviews, social media, television, and actual purchasing history.

This data combines lifestyle data from over 70 million consumers with over 5 billion purchase records per year, and compiles restaurant review data, social media data, and television data linked via CCC Marketing's proprietary master data on food-related words, "Shokutan." We will present a ranking of the most trending "food-related words and products" from January to the end of November 2021.

■The "Cross Media Trends 2021 Annual Ranking" includes trends unique to the coronavirus pandemic!
The results were: 1st place "Maritozzo", 2nd place "Draft beer mug can", and 3rd place "Manulpan".
The 2021 annual rankings showed trends unique to the COVID-19 pandemic. With the declaration of a state of emergency and restrictions on overseas travel, there is a growing demand for food that brings foreign countries closer to home, and "Maritozzo," famous in Rome, Italy, and "Manulpan," which originated from Korean street food stalls, have made the list. Furthermore, due to the popularity of Asahi Super Dry Draft Mug Can*3 released by Asahi Beer, Draft Mug Can rose to second place. By opening the lid of the can all the way, you can enjoy draft beer with a fine foam, just like at an izakaya. I feel there is a growing need for people to enjoy a drink at home in the evening.

[1st place: Maritozzo] The spark that started it all was a bakery in Fukuoka Prefecture. It has remained popular since spring and has remained at the top of the list!
It is a specialty of Rome, Italy, and is commonly eaten in the morning by locals. It is characterized by an abundance of cream sandwiched between brioche dough. Since spring in Japan, its popularity has skyrocketed as the perfect snack, with a variety of flavors now available in bakeries, convenience stores, and other establishments across the country. The spark that started the boom was a bakery in Fukuoka Prefecture. This cake-like product, made from fluffy dough and fresh cream, became a hot topic on social media, and people from all over the country started visiting. It subsequently became a popular item at bakeries across the country, and from spring 2021 onwards, major manufacturers also began selling it, making it a huge hit.

[2nd place: Draft beer mug can] Enjoy fine, foamy draft beer at home. It's been a hot topic even before its release!
Asahi Super Dry Draft Mug Can*3 released by Asahi Beer. By opening the lid of the can all the way, you can enjoy draft beer with a fine foam, just like at an izakaya. I feel there is a growing need for people to enjoy a drink at home. It was a hot topic even before its release, and it caused such a big boom that production could not keep up with demand and sales were temporarily suspended just two days after its release in April this year. Many reviews have also been received from "Cattemiru," a service that allows users to write reviews of products based on their T-Card purchase history. (https://km2.tsite.jp/column/review/28271/)

[3rd place: Manul Bread] Garlic bread originating from Korea! It has been spreading since the summer along with the 4th Korean wave boom.
"Manul" means garlic in Korean. Originating from Korean street stalls, this bread is made by soaking French bread in garlic butter and then sandwiching it with cream cheese sweetened with sugar or honey. A high-calorie dish wrapped in a sweet and salty trap, full of a sense of guilt. In Japan, Manul Pan's "My Guilty Bread" was released at "My Bakery & Cafe" in May of this year, and won the first Grand Prix at the "Bread Festival Awards 2020," a gathering of bread lovers. It spread rapidly along with the fourth Korean wave boom. Garlic products are part of a growing trend among convenience stores and restaurant chains. As health-conscious foods become more common, there may also be a counter-trend towards foods that come with a sense of guilt.

■[Special Edition/Not Ranked] "Fruit sandwiches" and "curry bread" also performed very well. Bread that enriches your time at home.
Fruit sandwiches have consistently been popular for a long time and have become a bread staple. Like "Maritozzo," this product is filled with fresh cream and has been popular until now for its fashion sense, such as its ability to look good on social media. However, in 2021, sustainable shops began appearing, using "irregular fruits" to reduce food waste, and its popularity has expanded even further. In addition, curry bread has also become a popular bread, attracting attention as an "evolved curry bread" and often featured in the media. Both products can be said to be gourmet bread that will enrich your time at home.

■ [Special Edition/Not Ranked] Mocktails and salad wraps may become popular next year!
From 2022 onwards, mocktails and salad wraps are likely to become trendy products sold in supermarkets and drugstores. Although it has begun to be featured in various media and through word of mouth, as of 2021 it has not yet been widely adopted.
"Mocktail" is a coined word that combines the English words "mock," which means "fake," and "cocktail."It's what we call a non-alcoholic cocktail. With the recent expansion of the non-alcoholic beverage market, mocktail specialty stores have appeared, attracting attention. With the number of websites showcasing recipes by bartenders on the rise, it looks like this will become a new way to enjoy drinking at home. Additionally, salad wraps have been popular for some time, but with the growing health consciousness, they are likely to become even more popular. It is filled with plenty of ingredients, making it extremely satisfying to eat, and is also healthy and easy to eat. In the future, there may be more opportunities to purchase salad wraps at supermarkets and drugstores.

■Comment from Minoru Niihashi, Director of CCC Marketing Research Institute

CCC Marketing's group mission is "UNIQUE DATA, SMALL HAPPY." We will continue to create unique value in the marketing field, creating value from a wide variety of data using technology and ideas, connecting individual lifestyles with the society around them and bringing small moments of happiness to each and every person every day.

*1 Overview of "Market Watch Trend Edition"
The "Market Watch Trend Edition" can be used for market analysis and competitive research, as well as product planning and development, and store opening development, and is provided as a marketing support service for a variety of food-related companies. By utilizing the "Cross Media Trend Pack," which allows for cross-sectional analysis of "trending food-related words" from television data, social media, restaurant reviews, and actual purchase data, the "Food Trend Pack," a service that analyzes restaurant review data using Retty's "Food Data Platform," a big data collaboration platform for the food sector, and the "Market Competitor Pack," a service that analyzes receipt purchase data for eating at home, eating out, and eating out using the household accounting app "Recika," you can understand trends in your own services, competitors, and the market.

*2 Overview of the "MKW Cross Media Trend Pack"
The "MKW Cross Media Trend Pack" is a "composite data analysis tool specialized for food product development" that links restaurant review data, social media data, and television data to a database that combines over 5 billion pieces of purchasing data per year and lifestyle data from over 70 million consumers, via CCC Marketing's proprietary "master data of food-related words" called "Shokutan."By analyzing a wide variety of food-related data across the board, we can understand what ingredients, menu items, textures, etc. are attracting attention in each media at a specific time, and visualize the "spread of trends."Additionally, by understanding the availability of popular products and menu items at restaurants and retail stores (whether they are available or not, their growth rate, etc.), you can use this information for marketing that supplements rapidly changing trends, such as "where are products that are being talked about in the media being sold?" and "when is the best time to enter the market with that product?"

*3 "Asahi Super Dry Draft Mug Can" is a trademark or registered trademark of Asahi Breweries, Ltd.

*The product and service names mentioned in this press release are trademarks or registered trademarks of the respective companies.
*CCC Marketing conducts marketing analysis in a strictly security-controlled environment, without allowing individuals to be identified.
*People under the age of 20 are not permitted to drink alcohol.
*Drinking alcohol during pregnancy or while breastfeeding may have a negative impact on the development of the fetus or infant.
*Drinking and driving is prohibited by law.

Materials related to this matter

CCC Marketing announces the "2021 Cross-Media Trends Annual Rankings," based on a comprehensive analysis of restaurant reviews, social media, television, and actual purchase data!

Inquiries regarding this matter
[Inquiries from the press]
CCC Marketing Co., Ltd. Public Relations Officer: Nakagawa
TEL: 03-6800-4464

[Inquiries regarding "Market Watch Trend Edition"]
Market Watch Trend Edition Inquiry Desk
MAIL: mkwtrend_support@ccc.co.jp