Daisho

Basic Information

Stock Code
2816
Industry
Food Products
Category Detail
Food Manufacturing
Prefecture
Tokyo
Establishment Year
December 1966
Listing Year
April 1997
Official Website
http://www.daisho.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Kikkoman, Ajinomoto, S&B Foods, Yutaka Foods, House Foods Group, Ariake Japan, Taiyo Kagaku, Kyokumatsu Foods, Senba Tokka, Fuso Chemical, Riken Vitamin, Hasegawa Fragrance, Nippi

Overview

Daisho is a food manufacturer founded in 1966, with seasonings and hot pot broths as its main products. It has established a strong position in the domestic market and is also expanding into the health food sector.

Current Situation

Daisho has maintained steady growth with sales of approximately 20.5 billion yen and 678 employees in 2019. It offers a diverse product lineup in its core seasoning and hot pot broth categories, with high brand recognition for Aji·Shio Kosho and yakiniku tare. It has deployed sales offices and factories nationwide, establishing a robust network in both eastern and western Japan. Since the 2010s, it has strengthened quality management by acquiring FSSC22000 food safety certification while actively advancing into the health food field. It focuses on new product development and promotions, enhancing brand value through TV commercials featuring celebrities such as Junji Inagawa and Tsuyoshi Matsushige. In the 2020s, amid increased demand due to rising prices, it is expanding production of hot pot soups and aiming for sustainable growth while responding to intensifying competition both domestically and internationally. Medium-term strategies emphasize strengthening product development capabilities and promoting digital marketing to expand customer touchpoints, while leveraging a localized sales structure for differentiation.

Trivia

Interesting Facts

  • Started as a yakiniku tare manufacturer in Fukuoka
  • "Aji·Shio Kosho" is a registered trademark loved for many years
  • Operates a dual-headquarters system in Tokyo and Fukuoka for broad sales foundation
  • Celebrities Junji Inagawa and Tsuyoshi Matsushige appear in CMs
  • Kyushu factory acquired FSSC22000 certification early
  • Food manufacturer with diverse nationwide sales offices
  • Decided to ramp up hot pot soup production in response to increased at-home cooking from high prices
  • Possesses advanced technology for ingredient dissolution and blending
  • Corporate slogan: "Create happiness with deliciousness"
  • Provides diverse products to commercial market for stable revenue

Hidden Connections

  • Maintains close trading relationships with local supermarkets and restaurants in the Kyushu area
  • Own trademark "Aji·Shio Kosho" has high market recognition
  • Many CM talents are from the region, contributing to brand image enhancement
  • FSSC22000 certification is an advanced initiative in the industry
  • Founding family Yamada holds significant influence as major shareholder
  • Holds unique manufacturing methods through food-related patents
  • Fukuoka headquarters is key base for Kyushu economic sphere operations
  • Maintains uniqueness with localized management despite Tokyo Stock Exchange Standard listing

Future Outlook

Growth Drivers

  • Stable growth in domestic hot pot seasoning market
  • Expansion of health-oriented food demand
  • Tailwind from increased home cooking due to high prices
  • Leveraging strengths of localized sales network
  • Consumer support for sustainability efforts
  • Ongoing expansion of product lineup
  • Customer acquisition through strengthened digital marketing
  • Expansion of commercial market
  • Rapid response to new product development and consumer needs
  • Gradual recovery of domestic consumption from reduced foreign tourists

Strategic Goals

  • Enter top 5 national share for household seasonings
  • Achieve 30% sales ratio for health functional foods
  • Strengthen sales foundation in commercial food market
  • Improve CSR evaluation through SDGs initiatives
  • Maintain and enhance food safety certifications like FSSC22000
  • Reduce plastic packaging in products by 30%
  • Promote employee diversity and create better working environment
  • Promote digital transformation
  • Continue sales growth of 3% or more annually
  • Ongoing contributions to local communities and lead regional revitalization

Business Segments

Seasoning Supply to Restaurant Chains

Overview
Supplies stable-quality seasonings to the food service industry, achieving production efficiency and flavor uniformity.
Competitiveness
Long-cultivated flavor expertise and stable supply capabilities
Customers
  • Yakiniku restaurants
  • Izakaya chains
  • Prepared food manufacturers
  • Hotels & banquet halls
Products
  • Commercial Yakiniku Tare
  • Commercial Hot Pot Soup
  • Commercial Seasoned Salt & Pepper

Product Supply to Retailers & Food Manufacturers

Overview
Provides a variety of products tailored to retailers and OEM needs, meeting customer requirements.
Competitiveness
Flexible customization and reliable supply network
Customers
  • Supermarkets
  • Food OEM manufacturers
  • Health food sales companies
Products
  • Powdered seasonings
  • Health foods (aojiru)
  • Hot pot soup products

Contract Manufacturing & Toll Production

Overview
Offers toll production meeting safety standards, supporting cost reduction and quality assurance.
Competitiveness
High-quality production at FSSC22000-certified factories
Customers
  • Food manufacturers
  • Health food companies
  • Commercial food providers
Products
  • Seasoning contract manufacturing
  • Health food toll production

Competitive Advantage

Strengths

  • High-quality seasoning manufacturing technology via unique formulations
  • Nationwide network of sales offices and factories
  • Reliability from FSSC22000 food safety certification
  • Broad product lineup and brand strength
  • Effective promotions leveraging celebrities

Competitive Advantages

  • Responds to market needs with diverse hot pot soups and seasonings
  • Strong customer base through localized sales despite mid-sized scale
  • Growth potential from diversification into health foods
  • Superior quality management via food safety certifications
  • Revenue diversification advancing through active commercial market expansion

Threats

  • Intensifying market competition from major food manufacturers
  • Cost increases from raw material price fluctuations
  • Demand fluctuations from changes in consumer health trends and preferences
  • Burden of complying with strengthened food safety and labeling regulations
  • Risk of shrinking domestic market due to aging population and declining birthrate
  • Rising costs of imported raw materials due to weak yen

Innovations

2022: Digital Marketing Enhancement

Overview
Promotes brand penetration among younger demographics through online-linked advertising and SNS utilization.
Impact
Contributes to expanding buyer demographics and increasing sales

2023: New Hot Pot Soup Development

Overview
Launched a series of hot pot soups with reduced salt and functional ingredients to meet health trends.
Impact
Addresses health market needs and pioneers growth areas

Sustainability

  • Maintaining FSSC22000 food safety certification across all factories
  • Promoting local production for local consumption through regional ingredients
  • Formulating plastic resource recycling promotion plans
  • Promoting employee health management and diversity
  • Improving production processes to reduce environmental impact
  • Actively engaging in social contribution activities