Executive Summary

Mar 2019
PROSPECTS
Strong health positioning for key products

The rise in consumer health-awareness, underpinned by factors such as a focus on health issues in the media and on the internet and government health initiatives, is the key driver of growth in Asian speciality drinks. The category is primarily reliant on two drinks with a strong health-orientated positioning, lactobacillus drinks and vinegar drinks.

Benefiting from the natural trend

The strong health-orientated positioning of the core Asian speciality drinks products is supported by their compatibility with growing consumer demand for products perceived to contain natural ingredients. As consumers become increasingly concerned about the potentially harmful impact of artificial ingredients such as flavourings, sweeteners and colourings on health, products such as lactobacillus drinks and vinegar drinks are becoming increasingly attractive, especially as their long-standing traditions of consumption boost consumers’ confidence in their safety.

Increasing competition for health-orientated positioning

With consumer health-consciousness being one of the key influences on demand in soft drinks and a growing range of products working to achieve a strong health-orientated positioning, Asian speciality drinks manufacturers will need to work to ensure that their products resonate with modern sensibilities. This is likely to involve communicating increasingly precise health benefits, as with vinegar drinks manufacturers’ claims that their products can help to reduce visceral fat and lower blood sugar levels.

COMPETITIVE LANDSCAPE
Asahi bolsters dominant position

Asahi Soft Drinks strengthened its dominant position in Asian speciality drinks in both volume and value terms in 2018. The company’s strength in the category is founded on the Calpis brand of lactobacillus drinks, which is available in a number of sub-brands, with Calpis Water and Calpis Fruit occupying the top two positions in both volume and value terms in 2018, while Karada Calpis has been the third largest brand in volume terms and the fourth largest in value terms since its launch in 2017.

Asahi bolsters dominant position

The most dynamic Asian speciality drinks brand in Japan in both volume and value terms in the final year of the review period, the FFC-labelled Karada Calpis points to the potential for a more specific health-orientation in the positioning of products in the category. Karada Calpis contains a unique lactobacillus - lactobacillus amylovorus CP1563 – derived from Calpis’s laboratories.

Black vinegar drinks perform well

Melodian Co Ltd’s Kurozu de Genki Diet Type and Yakult Honsha Co Ltd’s Kurozu Drink both saw strong growth in both volume and value terms in 2018. These products benefited from the increasing demand for black vinegar underpinned by the health and wellness trend and the associated increase in popularity of products with a natural positioning.

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Asian Speciality Drinks in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Asian Speciality Drinks industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Asian Speciality Drinks industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Asian Speciality Drinks in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Asian Speciality Drinks in Japan?
  • What are the major brands in Japan?
  • Who are the key consumers of Asian Speciality drinks in Japan?
  • Are there specific cultural reasons for consuming Asian Speciality drinks like green tea?
  • What recent packaging innovation and market trends have appeared in the past year?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Asian Speciality Drinks in Japan - Category analysis

HEADLINES

PROSPECTS

Strong health positioning for key products
Benefiting from the natural trend
Increasing competition for health-orientated positioning

COMPETITIVE LANDSCAPE

Asahi bolsters dominant position
Asahi bolsters dominant position
Black vinegar drinks perform well

CATEGORY DATA

Table 1 Off-trade Sales of Asian Speciality Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Asian Speciality Drinks: Value 2013-2018
Table 3 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2018-2023

Soft Drinks in Japan - Industry Overview

EXECUTIVE SUMMARY

Significant shifts in character of demand
Health the key influence on demand in 2018
Coca-Cola (Japan) retains lead but loses share
New Pepsi targets local tastes
Health trend set to remain influential over forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 46 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2021
Table 47 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2021

APPENDIX

Fountain sales in Japan
Trends

DEFINITIONS

SOURCES

Summary 1 Research Sources