CCCMK Holdings releases "Cross Media Trends 2022 Annual Rankings" based on a comprehensive analysis of restaurant reviews, social media, television, and actual purchase data
2022.12.21
Press Releases
CCCMK Holdings Co., Ltd.
-- 1st place: "Fresh doughnuts," 2nd place: "Craft gyoza," 3rd place: "Lunch for adults." Next year, will "Schneret," "South Indian curry," and "Sri Lankan curry" become popular?! --
CCCMK Holdings Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Takahashi Yoshinori; hereinafter referred to as "CCCMKHD") is pleased to announce the "Cross Media Trends 2022 Annual Ranking," which compiles the most trending food-related words and products from January 1 to October 30, 2022, based on the "MKW Cross Media Trend Pack*2," which performs a comprehensive analysis of restaurant reviews, social media, television, and actual purchase data from "Market Watch (hereinafter referred to as MKW) Trend Edition*1," a marketing support service for various food-related companies.
The "Cross Media Trends 2022 Annual Ranking" is: 1st place "Fresh Donuts", 2nd place "Craft Gyoza", and 3rd place "Adult Lunch"!
The 2022 annual rankings include ``fresh donuts,'' which are popular for their unique fluffy and chewy texture, ``craft gyoza,'' which are packed with the artisan's attention to detail, and ``adult lunch,'' which has attracted attention as an adult version of ``children's lunch.''Last year's 2021 annual rankings were: 1st place "Maritozzo", 2nd place "Canned draft beer mug", and 3rd place "Manulpan". With restrictions on movement due to the COVID-19 pandemic, there was a need for food that makes people feel closer to foreign countries, and for people to enjoy an evening drink at home. However, the 2022 annual rankings show that consumers are starting to get out of the house and enjoy food.
[No. 1: Fresh Donuts] Will the man who sparked the Maritozzo boom bring back the donut boom?
"Nama donuts" are very soft and have a fluffy, chewy texture that melts in your mouth as soon as you put it in your mouth.They are round like "an donuts" and are often covered in powdered sugar. The pioneer of this boom was "I'm donut?", located inside Nakameguro Tsutaya Bookstore. This shop was opened in March 2022 by Amamdakotan, a bakery in Fukuoka Prefecture that is said to have sparked the maritozzo boom, and sells only Amamdakotan's most popular fresh donuts.
In addition, the year saw an increase in the popularity of donuts, including Bomboloni (16th in the 2022 annual ranking) in the same ``fresh donut'' category, and ``Kwabaegi,'' a Korean twist donut that has become popular among young people. As we enter 2022, word of mouth and Twitter are growing, and it is often featured on TV programs.
[2nd place: Craft Gyoza] The popularity of Craft products, packed with the artisan's attention to detail, continues!
"Craft gyoza" are gyoza made by gyoza artisans from all over the country who pay the utmost attention to the skin, filling, and sauce. The "Craft Gyoza Festival" is held regularly as a project to promote gyoza culture. In 2022, the event was held during Golden Week and October, and the score trends, which show the level of attention from each media outlet, also show that attention was increasing at that time.
The recent popularity of "craft" may also be fueling the "craft gyoza" boom. Products that are produced in small quantities with great care by the maker are called "craft XX."Because it is made with so much time and effort, the price is a little high, but it is popular among consumers who value quality over price. What made "craft" popular in Japan was "craft beer," which began to spread in the 2010s and attracted attention with the opening of specialty stores and the holding of beer festivals. Since then, it has spread to include "craft coffee," "craft gin," and "craft cola," and has become a term we hear often in recent years.
■Reference: Did "craft drinks" spread from beer to gin to cola? Trend analysis using receipt and gourmet site review data!
[3rd place: "Adult Lunch"] The adult version of the "children's lunch" is becoming popular across restaurants!
This is a "children's lunch" for adults, featuring a one-plate menu of children's favorites such as fried shrimp and red sausages.
It was released as a limited menu item at a major restaurant chain in May 2022 and became a hot topic, with other restaurant chains and independent stores subsequently following suit, and the number of restaurants adding it to their menus has increased. It also appears that scores have increased when the menu is released. This may be a rare example of something that became popular after appearing on a chain restaurant menu and then became a hit across restaurants.
Extra Edition/Not Ranked: Will there be a boom in "Schnure", "South Indian curry" and "Sri Lankan curry" next year?
"Hybrid sweets," which combine two or more types of sweets or breads, such as the American croffin (a croissant x muffin) and the Korean croffle (a croissant x waffle), continue to be popular. One dessert to watch in the future is "Cheneré," a combination of "cream puff" and "canelé," a traditional French baked confectionery. Canelés continue to be popular not only because of their delicious taste but also because of their cute appearance. Variations have been developed into canelés such as soft-boiled canelés and fresh canelés, and it seems that they will continue to become more like hybrid sweets in the future.
Furthermore, while curry is Japan's national dish, the genre has recently become more and more specialized, with authentic curries from around the world gaining attention. The focus going forward will be on "South Indian curry" and "Sri Lankan curry."When you hear "Indian curry," you probably imagine a rich curry eaten with naan, but that is the norm in North India. South Indian and Sri Lankan curry is thin and watery, with a strong spicy aroma and spiciness.
Whether it's hybrid sweets or curry, it seems that consumers are beginning to seek out "newness" and "unexpectedness" rather than "standards."
Comment from Minoru Niihashi, Director of CCC Marketing Research Institute
Looking at the 2022 annual rankings, the results evoke related food trends such as "classic" and "authentic."The number one ranking, "fresh donuts," appears to be influenced by the recent trend toward fresh bread and fresh croissants, as well as the "Showa flavor" trend. Donuts have a wide appeal and have long been a popular item in the convenience store industry, but depending on future efforts, there is a possibility that even more hit products will be created. The second place ranking, "Craft Gyoza," is likely a result of the craft boom spreading across various genres and the strength of gyoza items. Gyoza is one of the dishes that has seen sales increase in all areas, including eating at home, taking out, and eating out, due to the need to wear masks during the COVID-19 pandemic. The number of unmanned frozen food stores has increased dramatically, and derivative trends such as unique gyoza with different flavors have also become more active. It seems that the number of gyoza parties being held at home is also on the rise, and cookers that make it easy to wrap gyoza are becoming a hit product. The third-place "adult lunch" initiative has expanded to various restaurant chains. Similar initiatives have been undertaken in the past, but with the COVID-19 pandemic reducing opportunities to eat out, many people are thinking, "I want to eat this, I want to eat that," during their precious opportunities to eat out, and it seems that the proposal's success was due to its ability to capture those needs. This desire to offer a wide variety of food in small quantities at once is also influencing the expansion of Chinese, Asian, and other set meal restaurants, and appears to be influencing not only menus but also the emergence of new business models. Eating out is likely to become even more popular in 2023, and the competition between eating at home, eating in, and eating out is expected to become even more intense than this year.
CCCMKHD's group mission is "UNIQUE DATA, SMALL HAPPY." We will continue to create unique value in the marketing field by 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.
Inquiries regarding "MKW Trend Edition"
Market Watch Trend Edition Inquiry Desk
mail：mkwtrend_support@ccc.co.jp
*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 3.5 billion pieces of purchasing data per year and lifestyle data from approximately 70 million consumers, via CCCMKHD'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 captures fast-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?"
*Product and service names mentioned in this press release are trademarks or registered trademarks of the respective companies.
Materials related to this matter
CCCMK Holdings conducts a comprehensive analysis of restaurant reviews, social media, television, and actual purchase data
"Cross Media Trends 2022 Annual Rankings" announced
Inquiries regarding this matter
CCCMK Holdings Co., Ltd.
Public Relations Officer: Hatanaka
TEL: 03-6800-4464
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