Despite being a largely mature product area and seeing strong current value growth due to the impact of home seclusion trends in 2020, fresh milk will experience only a slight decrease in retail volume sales in 2021. Sales will be supported by the growing healthy living trend among consumers.
Milk alternatives will remain the most dynamic category in current value terms in 2021, driven by the growing healthy living trend. While this trend began before COVID-19, the pandemic has provided a further boost to sales due to increased health concerns.
Meiji Co Ltd continues to lead drinking milk products in Japan in a highly fragmented category thanks to its powerful brand Meiji Oishii Gyunyu brand. This brand is widely distributed nationwide via various retail channels, including most major convenience store chains, drugstores/parapharmacies and supermarkets.
Fresh milk in Japan is expected to maintain positive growth over the forecast period despite a declining population, driven by the growing healthy living trend among consumers. With Japan facing a rapidly aging population, its health benefits such as bone health and muscle growth likely to prove popular with Japan’s ageing consumer base.
Milk alternatives is projected to be the most dynamic category over the forecast period, benefiting from its healthy image. The COVID-19 pandemic has created heightened concerns around health and consumers are paying more attention to what they eat.
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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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This report originates from Passport, our Drinking Milk Products research and analysis database.
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