Natori

Basic Information

Stock Code
2922
Industry
Food Products
Category Detail
Food Manufacturing
Prefecture
Tokyo
Establishment Year
June 1948
Listing Year
November 1999
Official Website
https://www.natori.co.jp/
TSE Information
TSE Information
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Overview

Natori is a food manufacturer founded in 1948, specializing in otsumami snacks and exotic delicacies, and is a leading company boasting a high market share domestically.

Current Situation

Natori has established a stable financial base with consolidated sales of approximately 47.9 billion yen and operating profit of about 1.5 billion yen in the fiscal year ended March 2020. Centered on its mainstay seafood processed products and livestock processed products, it offers a wide range of otsumami snacks and maintains solid distribution channels in the domestic market. It is enhancing competitiveness through proactive brand development and flavor innovations, while also expanding factory facilities. As part of social contribution activities, it focuses on food education promotion and local community support, leveraging advertising effects from its long-term partnership with the Japan Sumo Association. Moving forward, it aims to stabilize raw material procurement and diversify products while embarking on overseas market development. It pursues management with consideration for environmental conservation and sustainable resource use, and has formulated a growth strategy toward 2030.

Trivia

Interesting Facts

  • Known as the originator of cheese cod.
  • Has long advertised its company name on sumo announcer robes.
  • Historic otsumami manufacturer with over 70 years of history.
  • Deploys prepared food sales in department stores nationwide.
  • Regularly holds food education seminars for elementary school students.
  • Tokyo's Toshima factory has over 75 years of operation history.
  • Holds patents on multiple delicacy products.
  • Representative is from the founding family, continuing management.
  • Proprietary method harmonizes cheese and squid flavors.
  • Supports domestic and international business demand.

Hidden Connections

  • Brand recognition enhanced through long-term top partnership contract with Japan Sumo Association.
  • Close relationships with multiple leading processed food manufacturers for raw material procurement.
  • Holds important position in local department store prepared food markets.
  • Builds flexible manufacturing and logistics network using group subsidiaries.
  • Adapts to strengthened food additive regulations while ensuring safety.
  • Founder's Mitsuo Natori's philosophy reflected in brand messaging.

Future Outlook

Growth Drivers

  • Expansion of demand for health-oriented otsumami
  • Differentiation through new product development domestically and internationally
  • Continuous expansion of e-commerce channels
  • Packaging improvements in response to rising environmental awareness
  • Full-scale overseas market development and sales network expansion
  • Development of functional foods for aging society
  • Brand strengthening through food education and social contributions

Strategic Goals

  • Maintain and partially expand domestic market share
  • Grow overseas sales ratio to over 10%
  • Full adoption of environmentally responsive products
  • Establishment of sustainable raw material procurement
  • Achieve sales of over 60 billion yen

Business Segments

Business Food Supply

Overview
Segment stably supplying diverse processed foods to the food service industry and retail.
Competitiveness
Capable of high-quality and stable supply thanks to strong raw material procurement and manufacturing technology.
Customers
  • Izakaya Chains
  • Restaurants
  • Hotels
  • Convenience Stores
  • Department Stores
  • School Lunch Providers
  • Prepared Food Manufacturers
  • Food Processors
  • Bulk Buyers for Factories
  • Wholesalers
Products
  • Business Seafood Processed Products
  • Business Livestock Processed Products
  • Ingredients for Prepared Foods
  • Pre-processed Snack Products
  • Frozen Otsumami
  • Ready-to-cook Seafood Products
  • Dried Delicacies
  • Various Nuts
  • Pre-seasoned Ingredients
  • Joint New Product Development

Export and Overseas Markets

Overview
Expanding Japanese-style otsumami and delicacies in overseas markets.
Competitiveness
Competitiveness in product development fusing traditional products with local needs.
Customers
  • Overseas Food Wholesalers
  • Local Retailers
  • Japanese Restaurants
  • Overseas Convenience Store Chains
  • Food Trade Shows
  • Importers/Exporters
  • Global Trading Companies
  • EPA and Delicacy Exporters
Products
  • Cheese Cod
  • Various Dried Delicacies
  • Nut Products
  • Business Seafood Processed Products

Raw Material Procurement and Processing

Overview
Raw material processing division that supplies in-house products and sells externally.
Competitiveness
Advanced raw material traceability and processing technology.
Customers
  • Food Manufacturers
  • Processed Food Companies
  • Livestock Companies
  • Feed Manufacturers
  • Partner Factories
  • Raw Material Suppliers
Products
  • Seafood Raw Material Processed Products
  • Livestock Processing Raw Materials
  • Seasoned Processed Products
  • Dried Goods Manufacturing

Competitive Advantage

Strengths

  • High brand recognition in the domestic otsumami market
  • Diverse product lineup and technological capabilities
  • Stable raw material procurement network
  • Thorough manufacturing efficiency and quality control
  • Extensive sales channels built over many years
  • Strong customer base and partnerships
  • Solid financial position and management stability
  • Product development capabilities and unique flavors
  • Nationwide logistics network
  • Initiatives toward sustainability

Competitive Advantages

  • Integrated seafood processing technology from catch to processing
  • Differentiated products via proprietary cheese cod manufacturing method
  • Flexible response to customer needs through diverse distribution channels
  • Long-term brand partnerships with prominent partners
  • Advanced food safety and quality management systems
  • Enhanced brand value through food education and other social contributions
  • Agile management decision-making as a mid-sized company
  • Track record of continuous product improvements and new launches
  • Established price competitiveness within the industry
  • Implementation of community-focused marketing

Threats

  • Raw material price fluctuations due to unstable fishery resources
  • Intensifying competition in the food industry
  • Impact of exchange rate fluctuations on imported raw material costs
  • Changes in food preferences due to rising health consciousness
  • Burden of strengthened legal regulations and food safety standards
  • Supply chain disruptions from pandemics or disasters
  • Challenges in product planning due to diversifying consumer preferences
  • Risks and regulatory barriers in overseas market entry
  • Insufficient diversification of raw material procurement sources
  • Profit pressure from rising logistics costs

Innovations

2023: Introduction of New Cheese Cod Manufacturing Method

Overview
Developed and adopted a method that prevents discoloration and improves flavor.
Impact
Contributes to product quality stabilization and higher consumer satisfaction.

2022: Strengthening E-Commerce Sales

Overview
Expanded mail-order channels in collaboration with own EC site.
Impact
Mail-order sales increased 20% year-over-year, acquiring new customers.

2021: Expanded Adoption of Environmentally Friendly Packaging

Overview
Introduced biodegradable packaging materials to reduce plastic use.
Impact
Improved ESG ratings and reduced environmental impact.

2024: Addition of Health-Oriented Product Lineup

Overview
Launched new product lineup focused on low-calorie and low-sodium options.
Impact
Acquired new customer segments and expanded market share.

2023: Development of Overseas Sales Network

Overview
Expanded overseas sales agency network centered on East Asia.
Impact
Export sales increased 15% year-over-year.

Sustainability

  • Promotion of waste reduction programs in production processes
  • Agreement with local fishermen on sustainable resource use
  • Phased reduction of plastic packaging (2030 target)
  • Deployment of food education programs for local communities
  • Enhanced environmental education for employees