Kikkoman plans to build its third US plant to produce teriyaki sauce, ponzu and other products in addition to soy sauce, and aims to increase annual US sales by 4–5% by strengthening product proposals to consumers and chefs.
Kikkoman Senior Managing Executive Officer Mogi Osamu (茂木 修) told the Sankei Shimbun that the company plans to produce a diverse range of products at its newly planned third US plant as it seeks to expand in the US market. These will include not only soy sauce but also teriyaki sauce, which pairs well with meat, and ponzu, which is in strong demand as a salad dressing.
The company said it plans to strengthen initiatives such as menu proposals for consumers, professional chefs and food businesses that are its business partners, with the aim of increasing annual sales in the US by 4–5%. Kikkoman holds an approximately 60% share of the US soy sauce market, while the growing presence of inexpensive Chinese products is intensifying competition.
Mogi Osamu (茂木 修) said the company would continue developing the market to avoid falling into price competition and stressed efforts to broaden the range of uses for soy sauce. He cited examples of soy sauce being used in instant noodles and frozen pizza dough, and said the company was advancing proposals to food businesses.
As part of its overseas strategy, Kikkoman identified Europe and Asia as promising markets and said it expects double-digit sales growth in the near term. While taking into account Japan’s declining population and slow growth in the domestic market, the company cited Japan’s reliability as a factor that is also valued overseas and indicated that it would continue expanding internationally.