Executive Summary

Mar 2019
Consumers look for natural ingredients

Japan’s economy saw sluggish growth in 2018 with only a limited increase in wages which limited the growth of health and wellness (HW) packaged food and beverages. Furthermore, the country’s population continues to shrink which is limiting volume growth.

Health trends drive growth

Key health trends seen in 2018 included demand for products which are good for the digestion, in part driven by Japan’s ageing population. For example, products that are high in fibre, such as NH high fibre breakfast cereals, and products with digestive health claims, such as FF probiotic yoghurts, saw strong growth in 2018.

Coca-Cola holds overall lead but local companies have strong presence

Coca-Cola (Japan) Co Ltd retained the overall lead in health and wellness in Japan thanks to its strong position in the country’s soft drinks industry. Coca-Cola is continually introducing new product variations to stimulate interest, such as Coca-Cola Plus, which was only launched in 2017.

Supermarkets and convenience stores dominate

Supermarkets and convenience stores continued to dominate health and wellness in 2018. This is thanks to the huge networks of these stores, such as the 7-Eleven and Family Mart chains of convenience stores and AEON Group’s chains of supermarkets.

Health and wellness set for positive outlook despite shrinking population

As Japan’s population continues to age there is likely to be growing interest in health and wellness packaged food and beverages that can help consumers remain fit and healthy. This should help counter the expected shrinkage in the population.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Health and Wellness in Japan

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Health and Wellness 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 Health and Wellness in Japan?
  • What are the major brands in Japan?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Japan?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Japan

EXECUTIVE SUMMARY

Consumers look for natural ingredients
Health trends drive growth
Coca-Cola holds overall lead but local companies have strong presence
Supermarkets and convenience stores dominate
Health and wellness set for positive outlook despite shrinking population

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in Japan

HEADLINES

PROSPECTS

Consumers show preference for naturally healthy beverages
Growing interest in reduced caffeine beverages
Demographic factors likely to hinder growth

COMPETITIVE LANDSCAPE

Coca-Cola retains healthy lead
Kirin sees mixed performance in 2018
New Pepsi range finds instant success

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Japan

HEADLINES

PROSPECTS

Demographic factors influence category growth
Changing perception of reduced fat products has negative impact
Consumers look to reduce salt and sugar consumption

COMPETITIVE LANDSCAPE

Kewpie Corp retains lead but loses further share
Kikkoman’s reduced salt soya sauce proves a hit
Sunao benefits from demand for low carbohydrate diets

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Japan

HEADLINES

PROSPECTS

New FFC labelling creates confusion
Consumers show preference for naturally healthy over fortified/functional claims
FF energy drinks sees strong growth to become the largest category

COMPETITIVE LANDSCAPE

Coca-Cola continues to struggle but retains lead
Monster Energy and Red Bull see strong growth
Weider Jelly wins support

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 36 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 37 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 38 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2013-2018
Table 39 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 40 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 41 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 42 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 43 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Japan

HEADLINES

PROSPECTS

FF probiotic yoghurt continues to grow
FF gum sales continue falling
FF breakfast cereals benefits from its positioning as a healthy and convenient meal solution

COMPETITIVE LANDSCAPE

Yakult Ladies and the importance of good digestive health
Meiji retains second place
Lotte targets younger audience as it looks to address decline

CATEGORY DATA

Table 44 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 45 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 48 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2013-2018
Table 49 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 50 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 51 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 52 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 53 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 54 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 55 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 56 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 57 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Japan

HEADLINES

PROSPECTS

Free from dairy milk benefits from the widespread consumption of soy milk
HA milk formula sees growing demand due to rising incidence of allergies
Free from meat substitutes stagnates in 2018 but looks to have promising future

COMPETITIVE LANDSCAPE

Sagamiya continues to innovate with its wide range of free from meat substitutes
Kikkoman benefits from growing interest in soy milk
Private label sees growth as economy struggles

CATEGORY DATA

Table 58 Sales of Free From by Category: Value 2013-2018
Table 59 Sales of Free From by Category: % Value Growth 2013-2018
Table 60 NBO Company Shares of Free From: % Value 2014-2018
Table 61 LBN Brand Shares of Free From: % Value 2015-2018
Table 62 Distribution of Free From by Format: % Value 2013-2018
Table 63 Forecast Sales of Free From by Category: Value 2018-2023
Table 64 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Japan

HEADLINES

PROSPECTS

Health and wellness trend drives demand for NH beverages
Mugicha proving popular in an RTD format
Demand for tomato juice grows

COMPETITIVE LANDSCAPE

Oi Ocha sees developing brand loyalty thanks to authentic taste
Kagome records strong growth in 2018
Suntory sees largest increase in value share

CATEGORY DATA

Table 65 Sales of NH Beverages by Category: Value 2013-2018
Table 66 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 67 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 68 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 69 Distribution of NH Beverages by Format: % Value 2013-2018
Table 70 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 71 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Japan

HEADLINES

PROSPECTS

Health benefits of a high fibre diet generates demand
New EU trade deal should support growth in NH olive oil
Health and convenience drive demand for quick snack solutions

COMPETITIVE LANDSCAPE

Nisshin Oillio leads fragmented category
Changing breakfast habits support growth of Kellogg
Kyoritsu sees strong growth with range of popular snacks

CATEGORY DATA

Table 72 Sales of NH Packaged Food by Category: Value 2013-2018
Table 73 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 74 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 75 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 76 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 77 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 78 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Japan

HEADLINES

PROSPECTS

Organic beverages perceived to be expensive and with no clear benefit
New distribution channels offer hope for organics
Organic black tea and fruit/herbal tea see gains

COMPETITIVE LANDSCAPE

Organic beverages remains highly fragmented
ITO EN benefits from strength in tea
Private label benefits from investment by AEON

CATEGORY DATA

Table 79 Sales of Organic Beverages by Category: Value 2013-2018
Table 80 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 81 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 82 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 83 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 84 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 85 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Japan

HEADLINES

PROSPECTS

Organic packaged food remains a relative niche in Japan
Consumers open wallets to premium chocolate
Internet retailing accounts for significant share of sales

COMPETITIVE LANDSCAPE

Artisanal players lead a fragmented category
Organic soy sauce proving popular
AEON increases focus on organic range

CATEGORY DATA

Table 86 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 87 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 88 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 89 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 90 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 91 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 92 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023