TOKYO, Nov. 18 – Pure-white whole cake are to be sold for Christmas. Yes, Christmas cakes are changing, as proposals for strawberry-less Christmas products are spreading little by little. Selling simple cake bases with minimal decoration can help sellers emphasize their value for money and cope with the unstable strawberry supply during peak demand periods, which is caused by extreme summer heat. There are still products featuring strawberries, but they require a stable supply during peak demand.
Yamazaki Baking sells “Christmas Cake for Home Decoration” as undecorated cake base for four to six people for 2,160 yen this year. They have no strawberries, the must-haves for Christmas, but the products with no toppings except whipped cream can be sold at a modest price, according to the leading bread and sweet bun producer in Japan.
A convenience store chain, Lawson, also sells a cake base for consumers to enjoy adding fruits and other toppings at home,“UchiCafe (Home Cafe) Simple Shortcake” for 2,290 yen, for the third year in a row. The company said it eliminated toppings to cut costs and make prices more consumer-friendly.
According to one Tokyo-based wholesaler, orders for strawberries for Christmas cakes are decreasing year by year, likely due to higher ingredient prices, the growing popularity of smaller cakes, and diversifying consumer preferences. “Probably, fewer consumers and retailers today think that they must have strawberries on their Christmas cakes,” it explains.
The summer heat wave is another factor in the change in Christmas cakes. Due to high temperatures, strawberry planting was delayed, resulting in unstable year-end strawberry production. The market price of strawberries in December has risen year by year. According to one intermediate wholesaler in Tokyo, strawberry production in sizes suitable for business use is decreasing. Some also say demand is shrinking due to insufficient orders during peak periods, suggesting a stable supply is needed.
Firms are also focusing on proposing strawberry-topped whole cakes. For Yamazaki Baking, strawberry items, such as the “Strawberry Sandwich” for 4 to 6 people (4,482 yen), remain their mainstay merchandise. Lawson, as well, will sell “UchiCafe Happiest Strawberry Christmas” cake made with 50 strawberries for six to eight people (14,920 yen) to commemorate its 50th anniversary.
“Christmas Cake for Home Decoration” from Yamazaki Baking (Photo provided by Yamazaki Baking)