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Bottled Water in
Japan

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Benefiting from health and wellness trend

The health and wellness trend is leading to growing consumer concerns about the impact of artificial ingredients in food and drink on human health and, therefore, a rise in demand for products that are perceived as natural. In soft drinks, bottled water is at the forefront of this trend, resonating with health-consciousness because of its lack of sugar or calories, as well as benefiting from its natural image and lack of ingredients such as colourings.

Strong growth for carbonated bottled water

Health-conscious consumers are finding themselves caught between concerns about the health impact of artificial ingredients such as sweeteners and the increasingly negative image of sugar. As a result, in categories such as carbonates, they are reluctant to opt for either regular products containing sugar or sugar-free alternatives containing artificial sweeteners.

Concerns about plastic waste a potential constraint

Increasing consumer eco-consciousness and, particularly, rising concerns about the impact of plastic waste on the environment have the potential to militate against the development of bottled water during the forecast period. Japan is behind only the US in its production of plastic waste per capita and has been relatively slow in its efforts to reduce the use of plastic.

COMPETITIVE LANDSCAPE
Domestic brands dominate

The natural positioning of water is compatible with a strong demand for locally-sourced products, especially as Japanese consumers generally display more faith in domestic brands. Moreover, consumers are further deterred from purchasing the international brands that are present in retail channels by the fact that they generally command higher unit prices.

Suntory Beverage & Food focusing on health and wellness

Suntory Beverage & Food remained the leading player in bottled water in both volume and value terms in 2018. The company’s strength is primarily founded on the market-leading, Tennensui brand (which is, in fact, the largest soft drinks brand in Japan), though it also offers the Suntory Vitamin Water and Dakara brands in the category.

Leader expands flavoured water offer

In 2017, Suntory expanded the offer of the Tennensui bottled water brand with the introduction of the Premium Morning Tea extension. Tennensui Premium Morning Tea was the first tea flavoured water product in the market.

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Bottled Water in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bottled Water 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 Bottled Water industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bottled Water 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 Bottled Water in Japan?
  • What are the major brands in Japan?
  • How important is the direct selling method of distribution in Japan for bottled water sales?
  • What impact have environmental issues (such as sustainable packaging) had on consumer attitudes, category volumes, packaging formulations and/or product innovation in Japan?

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.

Bottled Water in Japan - Category analysis

HEADLINES

PROSPECTS

Benefiting from health and wellness trend
Strong growth for carbonated bottled water
Concerns about plastic waste a potential constraint

COMPETITIVE LANDSCAPE

Domestic brands dominate
Suntory Beverage & Food focusing on health and wellness
Leader expands flavoured water offer

CATEGORY DATA

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