Tanoshi is a French brand belonging to the Ecotone group (Bjorg & Companie). It is positioned in the world products segment, and more particularly in Asian products. It is the leader in the Japanese cuisine segment.
During the COVID-19 health crisis, the entire world products category enjoyed unprecedented growth, driven by restrictions on access to restaurants and travel. The year 2020 was marked by strong recruitment of new consumers - between 700,000 and 1.5 million households according to estimates - pushing the penetration rate to 74.1%. But this rise in penetration was also multiplied by an increase in purchase frequency, which rose to 5.3 times in one year. While all types of cuisine enjoyed strong growth during the pandemic lockdown, it was Japanese cuisine that led the way, growing twice as fast as the rest of the category.