Growth in health and wellness dairy products and alternatives is expected to be hampered by the continuous decline expected in the birth rate in the forecast period, and consequently the population. However, as consumers’ health consciousness and interest in nutrition was growing even before the pandemic, and was then accelerated by it, plant-based dairy products and alternatives experienced solid value growth from a low base over the review period, and is expected to see dynamic growth in the forecast period.
Over 2023-2028, more consumers are expected to turn towards foods that offer fortification or functionality, as these are increasingly seen as options to boost metabolism. Habits adopted during the pandemic are also expected to continue, as people look to change their diet in order to maintain their health.
As consumers continue to pay closer attention to the health benefits that specific foods can offer, there is increasing interest in particular diets, products which can be consumed by those with food intolerances, as well as plant-based and vegan alternatives. As a result of this trend, dairy free and lactose free, which are considered types of dietary and free from claims, are set to record positive growth rates within dairy products and alternatives in the forecast period, although from a low base.
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Understand the latest market trends and future growth opportunities for the HW Dairy Products and Alternatives industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baby food and dairy and plant-based dairy For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Dairy Products and Alternatives research and analysis database.
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