Drinking milk products is set to continue to post marginal declines in both retail volume and current value terms over the forecast period, following a similar trend to that seen in the review period. The unhealthy image of flavoured milk drinks being artificial or high in sugar is likely to limit the category’s growth potential, with the COVID-19 pandemic resulting in consumers becoming even more conscious about what they eat.
The increasing popularity of plant-based dairy products could pose a challenge to drinking milk products over the forecast period. While overall plant-based dairy in Japan is now facing a levelling-off phase due to the maturity of soy drinks, which is the largest category in plant-based dairy, other plant-based milk drinks has been expanding rapidly thanks to increasing media coverage of the health benefits of such products, and also a wider product variety, with many new companies entering the market.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.See All of Our Definitions
This report originates from Passport, our Drinking Milk Products research and analysis database.
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