Background for the decline and regrowth of the ice cream industry in the Heisei period

The ice cream, also known as King of Sweets, gives you deliciousness, fun and peace of mind. Ice cream market size in Japan expanded steadily during the late Showa period, supported by the expansion of the population and the high growth of the economy. However, it had shrunk significantly over the past 10 years in the Heisei period, and then it has expanded again and still continues the present day. This V-shaped recovery is explained by factors in fields such as logistics, sales, production, marketing, and research and development. We also introduce big hit ice cream products in the Heisei period and discussed the challenges of the ice cream industry in the Reiwa period.