Kewpie

Basic Information

Stock Code
2809
Industry
Food Products
Category Detail
Food Manufacturing
Prefecture
Tokyo
Establishment Year
November 1919
Listing Year
July 1970
Official Website
https://www.kewpie.com/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Kikkoman, Ajinomoto, Bulldog Sauce, Kagome, Pietro, Ebara Foods Industry

Overview

Kewpie is a seasoning and food manufacturer founded in 1919, leading Japan's mayonnaise industry and expanding into a wide range of food businesses.

Current Situation

Kewpie achieved consolidated sales of 531.1 billion yen and operating profit of 28.3 billion yen in the fiscal year ending November 2020. Since its founding, it has maintained the top position in the mayonnaise and dressing markets, offering a wide range of products from institutional to household use. In addition to seasonings, it focuses on prepared foods and institutional processed foods, strengthening its competitiveness in the salad and deli market. It operates multiple factories domestically and internationally, maintaining a stable production system. It is also committed to sustainability, promoting environmentally friendly products and sustainable raw material procurement. At the end of 2023, it plans to close the Koromo factory to improve production efficiency. Additionally, it is advancing into the healthcare field, focusing on developing foods with functional claims. Through collaboration with group companies, it is expanding sales channels and improving logistics efficiency. Moving forward, it aims to solidify its position in the food industry by leveraging new product development and overseas expansion as growth drivers.

Trivia

Interesting Facts

  • Holds the top share in Japan's domestic mayonnaise market.
  • The company name 'Kewpie' retains the stylized spelling from its founding design.
  • Uses a unique wingless Kewpie mark for Islamic markets.
  • Featured as an unconventional food manufacturer on TV Tokyo's 'Cambria Palace'.
  • The 'Cod Roe Kewpie' CM song entered the top 10 of new words and buzzword awards.
  • Long-time sponsor of 'Kewpie 3-Minute Cooking'.
  • Founder encountered mayonnaise during a stay in the US.
  • Active in environmentally friendly container design.
  • Announced closure of Koromo factory in 2021.
  • Group logistics company is Kyuso Intercom.
  • Featured Masaharu Fukuyama and Yuki Kikuchi as CM characters.
  • Headquarters destroyed in the 1945 Tokyo air raids.
  • Offers numerous foods with functional claims.
  • Major manufacturer of not only household but also institutional foods.
  • Held 100th anniversary commemorative event at Roppongi Hills.

Hidden Connections

  • Centered on Nakajima To-Shoten, forms a food distribution group with Aohata and Kewpie.
  • Salad Club is a joint venture with Mitsubishi Corporation and part of the Kewpie Group.
  • Kyuso Intercom is an independent group logistics company from Kewpie.
  • The 'Cod Roe Kewpie' CM song was written by lyricist Ryoichi Kato.
  • Affiliated US company Q&B Foods, established in 1982, serves as overseas expansion base.
  • Representative of Japan's food industry as a long-term radio and TV CM sponsor.
  • Also active in baby food, entering the domestic childcare products market.
  • Strong relationship with Light Publicity spanning over 50 years in campaigns and advertising.

Future Outlook

Growth Drivers

  • Expansion of the health and functional foods market.
  • Swift response to market needs through product diversification.
  • Increasing demand for sustainability-compliant products.
  • Sales expansion in institutional and overseas markets.
  • Improved production efficiency through digital technology.
  • Strengthened group collaboration for integrated manufacturing and sales.
  • Enhanced responsiveness to diversifying consumer preferences.
  • Promotion of sustainable raw material procurement.
  • Brand value enhancement activities domestically and internationally.
  • Development and investment in new business areas.
  • Advanced logistics systems and cost optimization.
  • Promotion of digitalization in advertising and promotions.

Strategic Goals

  • Maintain and expand mayonnaise market share domestically and internationally.
  • Achieve over 50% sales ratio from functional foods.
  • Reduce plastic packaging materials by over 30%.
  • Achieve 50 billion yen in sales from new businesses.
  • Achieve carbon neutrality across the group.
  • Expand overseas business sales ratio to over 30%.
  • Realize 100% sustainable raw material procurement rate.
  • Achieve over 80% IoT and automation rate in manufacturing factories.
  • Strengthen communication of health values to consumers.
  • Build symbiotic business model with local communities.

Business Segments

Institutional Food and Seasoning Supply

Overview
Stably supplies high-quality seasonings and ingredients tailored to diverse business types to meet customer needs.
Competitiveness
Extensive product lineup and nationwide logistics network are strengths.
Customers
  • Major restaurant chains
  • School lunch providers
  • Hotels
  • Hospitals and nursing homes
  • Food retailers
Products
  • Institutional mayonnaise
  • Dressings
  • Cut vegetables
  • Frozen cooking ingredients
  • Institutional pasta sauces

Raw Materials and Supplies Procurement and Logistics

Overview
Provides raw material supply and logistics services to support stable production and distribution within the group.
Competitiveness
Group collaboration and efficient supply chain management.
Customers
  • Group companies
  • Food manufacturers
  • Distributors
Products
  • Eggs
  • Seasoning raw materials
  • Packaging materials
  • Logistics services

Research and Development and Technology Provision

Overview
Conducts research and development to improve food functionality and safety both within and outside the group.
Competitiveness
Development capabilities and expertise based on years of experience.
Customers
  • Food manufacturers
  • Sales agents
Products
  • Food development technology
  • Functional food research
  • Product planning support

Competitive Advantage

Strengths

  • Top domestic market share in mayonnaise brands
  • Diverse product lineup
  • Nationwide production and logistics network
  • Strong brand power and consumer recognition
  • Stable financial base
  • Synergies through collaboration with group companies
  • High product development capabilities
  • Experienced management team
  • Comprehensive health-oriented products like functional foods
  • Customer base in institutional markets
  • Sustainable manufacturing system
  • History and track record in advertising and PR
  • Multifaceted sales channel network
  • Product composition resilient to market fluctuations
  • Expanding brand recognition domestically and internationally

Competitive Advantages

  • Maintains top share in the domestic mayonnaise market.
  • Possesses unique food manufacturing technology and innovative product development capabilities.
  • Supplies safe products through advanced quality control systems.
  • Achieves stable supply via factories and logistics network across the nation.
  • Successfully develops functional foods reflecting health trends.
  • Builds strong ties with sales channels inside and outside the group.
  • Brand strength based on long-cultivated trust with consumers.
  • Implements multifaceted product expansions tailored to market needs.
  • Enhances corporate value through proactive sustainability activities.
  • Continues brand promotion via media ads and events.
  • High share and reliability in the domestic institutional food market.
  • Aims for market expansion through advancing global deployment.
  • Reduces risks through thorough product safety and quality assurance systems.
  • Flexible responsiveness to diverse customer segments.
  • Advanced R&D functions to respond swiftly to market trends.

Threats

  • Risk of rising manufacturing costs due to raw material price fluctuations.
  • Intensifying competition in the domestic food industry and increasing new entrants.
  • Diversification of needs due to changing consumer health preferences.
  • Market expansion of alternative and plant-based products.
  • Supply risks from logistics disruptions or natural disasters.
  • Increased operational costs from stricter regulations.
  • Impact of domestic market shrinkage due to population decline.
  • Rise of competitors in overseas markets.
  • Brand damage from food safety issues or recalls.
  • Burden of responding to growing external sustainability demands.
  • Uncertainty from exchange rate fluctuations affecting overseas procurement.
  • Intensifying competition in new technologies and products in the health food market.

Innovations

2024: Development of new foods with functional claims

Overview
Developed and launched seasonings with reduced sugar and salt content.
Impact
Contributes to increased sales in the health-oriented market.

2023: End of production at Koromo factory and transfer

Overview
Transferred production from the aging Koromo factory to other factories upon closure.
Impact
Achieved improved production efficiency and cost reductions.

2022: Enhanced environmental considerations in packaging materials

Overview
Increased use of recycled materials in containers to reduce waste.
Impact
Reduced environmental impact and improved corporate image.

2021: Strengthening entry into healthcare field

Overview
Promoted research on functional foods and low-calorie products.
Impact
Opened new sales channels to customer segments.

2020: Revolution in production management using IoT technology

Overview
Optimized manufacturing processes through IoT introduction in factories.
Impact
Contributed to quality stability and productivity improvements.

Sustainability

  • Promoting introduction of environmentally friendly raw materials.
  • Efforts to reduce plastic usage.
  • Campaigns to reduce food loss.
  • Environmental conservation activities in collaboration with local communities.
  • Employee environmental awareness programs.