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CHEESE IN JAPAN
Cheese in Japan continued to post strong growth in retail current value terms in 2017, increasing by 5% to reach JPY402.6 billion. The demand for tsumami (light snacks that Japanese people nibble whilst drinking alcohol) largely contributed the soaring sales of cheese in Japan during the review period. Cheese manufacturers in Japan have been actively developing and promoting products and the idea of eating cheese with alcohol, to respond to the home-drinking trend which emerged in Japan during the review period. Cheese was largely underdeveloped in Japan compared with Western countries, as cheese has not traditionally played an important role in Japanese cuisine. However, driven by the internationalisation of the Japanese diet, modern Japanese consumers enjoy cheese for snacking and home-cooking. Although for a long time after cheese was widely introduced to Japan back in the 1970s cheese was eaten as part of dishes such as pizza and cheesecake, modern Japanese consumers are learning to enjoy eating cheese on its own.
Megmilk Snow Brand maintained its leading position in cheese in Japan in 2017, with a retail value share of 27%, due to its wide product variety across cheese categories. The company offers a wide variety of cheese products, including cheese for one-year-olds, cheese with fortified calcium, reduced salt cheese, cheese with matcha and a number of other natural and processed cheese products. The company put effort into promoting its 6P brand to the younger generation through a number of media, such as television and online. The company successfully appealed to the younger generation by introducing over 170 recipes for 6P using its unique fun-shaped forms, such as toy poodles and UFOs.
Cheese in Japan is expected to continue recording increasing sales, with a value CAGR of 4% at constant 2017 prices over the forecast period, to reach JPY478.8 billion in 2022. Whilst the health benefit of cheese on dementia, highlighted during the review period, is not expected to continue encouraging Japanese consumers to purchase cheese over the forecast period, the demand for cheese as tsumami is likely to remain strong.
DRINKING MILK PRODUCTS IN JAPAN
Drinking milk products in Japan continued to post a negligible decline in retail current value terms in 2017, to reach JPY715.9 billion, mainly due to demographic changes in the country. The decline in the number of children in Japan negatively impacted sales of cow’s milk, which is the dominant type of drinking milk product, accounting for 79% of overall retail value sales of drinking milk products in 2017. Cow’s milk is one of the most popular food products that parents in Japan like their children to consume regularly, to build healthier bones. Thus, children are the main consumers of cow’s milk in Japan. The number of new born babies in Japan has been declining, due to late marriage and lifestyle changes, including the shrinking size of households and continuous urbanisation. The significant boom in the consumption of granola for breakfast positively impacted sales of some drinking milk products, such as cow’s milk and soy milk. Nevertheless, the negative effect of population decline was so strong that it completely offset the positive impact from the rising consumption of granola.
The competitive environment within drinking milk products remained highly fragmented in 2017, with the largest company, Meiji, accounting for a retail value share of only 13%. Whilst the top three manufacturers together continued to account for a 33% share of retail value sales in 2017, drinking milk manufacturers have historically operated individual businesses across the country. Thus, local brands have often maintained significant popularity in some rural areas in Japan. Nevertheless, continuous urbanisation in Japan has largely favoured national major manufacturers in drinking milk products, such as Meiji, Megmilk Snow Brand and Morinaga Milk Industry, as more consumers have migrated to cities, where fewer local brands exist.
Drinking milk products in Japan is expected to continue to see a negligible decline over the forecast period in value terms at constant 2017 prices, to reach JPY714.8 billion in 2022. In retail volume terms, most categories in drinking milk products are expected to continue to fall, due to continuous population decline in Japan. Japan’s population is set to continue ageing, with a low birth late over the forecast period. This demographic trend will lead to a further decline in fresh milk, which will remain the most popular category within drinking milk products, accounting for 75% of overall sales in 2022. Parents in Japan are expected to continue to consider fresh milk as nutritious for their children, thanks to its protein and calcium content. Thus, the shrinking population of children in Japan is likely to negatively impact sales of fresh milk.
YOGHURT AND SOUR MILK PRODUCTS IN JAPAN
Yoghurt and sour milk products in Japan maintained rapid growth in 2017, recording a 5% retail current value increase to reach JPY1,054.0 billion, due to continuous strong interest in the health benefits of yoghurt amongst Japanese consumers across age groups. Due to aggressive promotions through various media throughout the review period, the idea that yoghurt is good for health has become a common perception amongst consumers. During the review period, manufacturers of yoghurt put significant effort into scientific research on probiotics, which identified unique health benefits, such as improving the immune system and reducing body fat; not just traditional digestive health. In fact, Japan is advanced in terms of innovation regarding the health benefits of yoghurt, and a number of new products were launched during the review period. Manufacturers in Japan were eager to launch products with different types of health benefits to meet the different needs of consumers. Health-conscious consumers in Japan look at what kinds of probiotics are included in products and how they work when selecting yoghurt. Together with the increasing number of consumers who are seeking a healthier diet, the discovery of the additional benefits of yoghurt supported strong sales of this product, especially during the winter, as consumers are more vulnerable to catching influenza during this season.
Major yoghurt manufacturers in Japan focused on promoting the use of yoghurt in cooking during the review period. This was mainly due to the low appearance of dairy products in Japanese cuisine. Whilst yoghurt is often eaten by itself as breakfast, a dessert or a snack in Japan, use in home-cooking (other than dessert-making) has been limited. Manufacturers put extra effort into encouraging consumers to use yoghurt as an ingredient in their meals by suggesting recipes for tasty dinners with yoghurt sauce, or using yoghurt for marinating, on its websites or in stores. Although many manufacturers of yoghurt experienced strong performances thanks to the increasing popularity of yoghurt in the country, as the population in Japan is declining, manufacturers are keen to create more opportunities for consumers to eat yoghurt.
Yoghurt and sour milk products in Japan is expected to continue to post a positive performance over the forecast period, with a value CAGR of 4% at constant 2017 prices, to reach JPY1,257.5 billion in 2022. This will primarily be driven by the continued strong interest in the health benefits of yoghurt amongst consumers in Japan. Whilst fruited yoghurt is expected to continue to suffer a volume decline due to a lack of innovation, all other types of yoghurt are expected to perform well over the forecast period.
OTHER DAIRY IN JAPAN
Other dairy in Japan, which includes chilled and shelf-stable desserts, cream, coffee whiteners, condensed milk and fromage frais and quark, saw a decline of 1% in retail current value terms in 2017, to reach JPY193.4 billion. Many products in other dairy have been seeing a declining presence in Japanese homes, driven by the lack of opportunities for consumers to use these products. For example, coffee whiteners long ago lost their place in Japanese households, taken over by the emergence of RTD coffee with milk at convenience stores. Younger generations especially are less familiar with coffee whiteners, and some have not even seen such products. In addition, demographic changes in Japan and continuous population decline negatively impacted sales in other dairy.
Morinaga Milk Industry maintained its leading position in other dairy in Japan in 2017, with a retail value share of 20%, due to its strong presence in dairy desserts and condensed milk. The company offers a wide product variety in dairy desserts, including the aforementioned custard purin and milk purin. In 2017, the company launched new purin products in a unique twin-cup; the first twin-cup product in Japan, Rich Sauce Plus Affogard Fu Purin. This product comes in two parts: the main part is purin and the other smaller part has a rich espresso sauce. Consumers pour the espresso sauce into the purin. Japan has many dessert products with sauce in secondary packaging, commonly in a small sachet or separate small plastic container. During the review period, Morinaga Milk Industry also applied new packaging to its Creap brand, shifting from traditional glass bottles to innovative plastic bottles, which were five times lighter than the previous bottles. The new bottle has a theme of a universal design that is easy to use for every consumer across age groups and genders. Whilst the traditional glass bottle had a straight shape, the new plastic bottle is narrow in the middle for a better grip. There was also innovation in the labels of these products: the company changed the label from paper to plastic so consumers could dispose of them easily for recycling.
Other dairy in Japan is expected to continue to see a slow decline over the forecast period, with a negative value CAGR of 1% at constant 2017 prices, to reach JPY188.5 billion in 2022. In volume terms, only fromage frais and quark is expected to post a positive performance, with a CAGR of 3%, whilst all other categories in other dairy are expected to continue to decline over the forecast period. Fromage frais and quark is expected to continue register growth thanks to the strong performance of cottage cheese, with strong support from older Japanese consumers. The health benefits of cottage cheese, in terms of claiming to reduce the risk of dementia, which was highlighted during the review period, drew significant attention from older people in Japan. As the population of Japan is set to continue to age, concern for dementia will remain high, which will positively impact sales of cottage cheese over the forecast period. Nevertheless, Japanese consumers tend to quickly adopt new trends when other products with health benefits are discovered and promoted by the media. Thus, the popularity of cottage cheese might not endure, as its popularity could be replaced by other products with similar health benefits.
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The Dairy 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 Dairy in Japan?
What are the major brands in Japan?
How has the economic downturn impacted sales performance given its staple food status?
Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
How are volatile farmgate prices for milk impacting retail prices and sales performance?
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Gain competitive intelligence about market leaders
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Inform your marketing, brand, strategy and market development, sales and supply functions
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2012-2017 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2017-2022 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2017-2022
Table 5 Sales of Packaged Food by Category: Volume 2012-2017 Table 6 Sales of Packaged Food by Category: Value 2012-2017 Table 7 Sales of Packaged Food by Category: % Volume Growth 2012-2017 Table 8 Sales of Packaged Food by Category: % Value Growth 2012-2017 Table 9 GBO Company Shares of Packaged Food: % Value 2013-2017 Table 10 NBO Company Shares of Packaged Food: % Value 2013-2017 Table 11 LBN Brand Shares of Packaged Food: % Value 2014-2017 Table 12 Penetration of Private Label by Category: % Value 2012-2017 Table 13 Distribution of Packaged Food by Format: % Value 2012-2017 Table 14 Distribution of Packaged Food by Format and Category: % Value 2017 Table 15 Forecast Sales of Packaged Food by Category: Volume 2017-2022 Table 16 Forecast Sales of Packaged Food by Category: Value 2017-2022 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2017-2022 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2017-2022
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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.