Consumers in Japan have become increasingly health conscious and as a result seek out products which help them to provide a complete nutrition. However, this has failed to translate into strong growth in FF beverages with the category continuing to decline in current value terms in 2018.
There has been a growing trend towards natural ingredients and naturally healthy products with consumers becoming warier of products which are fortified with added ingredients. This resulted in products such as FF 100% juice registering a steep decline in current value terms in 2018 while NH 100% juice recorded growth.
The most dynamic category within FF beverages in 2018 was FF energy drinks, which overtook FF sports drinks to become the largest category in current value terms. FF energy drinks have continued to grow in popularity in Japan especially among younger consumers who drink these beverages in order to help them concentrate when studying or to stay awake when out socialising.
Coca-Cola (Japan) Co Ltd retained the lead in FF beverages in 2018 despite losing further value share. The company’s lead is largely down to its Aquarius brand of FF sports drinks.
One of the standout performers in 2018 was Asahi Soft Drinks Co Ltd with its popular Monster Energy brand of FF energy drinks, with the company increasing its value share in FF beverages by one percentage point. Monster Energy invests huge sums in marketing its brand and in developing a strong brand image.
Morinaga & Co Ltd retained a strong lead in FF bottled water with its Weider Jelly brand in 2018. The brand has grown to prominence thanks to its convenient packaging which is suitable for on-the-go consumption.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Japan with research from Euromonitor's team of in-country analysts.
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