Naturally Healthy Beverages in Japan

PROSPECTS

Health and wellness trend drives demand for NH beverages

With consumers in Japan becoming increasingly conscious about what they put into their bodies there has been a significant shift away from products that contain artificial sweeteners and added ingredients. Furthermore, with rising rates of overweight/obesity and diabetes many consumers have also moved away from sugary drinks such as carbonates in favour of NH bottled water and NH RTD tea, for example.

Mugicha proving popular in an RTD format

NH RTD tea remained by far the largest category of NH beverages in 2018 with it continuing to record healthy current value growth. Mugicha (barley tea) is a staple in Japan and it is also popular in an RTD format thanks to its nutritional benefits and ability to provide refreshment and rehydration, with this being a key growth driver of other NH RTD tea.

Demand for tomato juice grows

One trend seen in NH fruit/vegetable juice in 2018 was the strong growth of tomato juice products. Tomatoes are a good source of vitamin C and lycopene which is believed to help protect the skin from sun damage as well being a powerful antioxidant that can help lower the risk of a number of types of cancer as well as being good for the heart.

COMPETITIVE LANDSCAPE

Oi Ocha sees developing brand loyalty thanks to authentic taste

Domestic company ITO EN Ltd retained the lead in NH beverages in 2018 with it having seen a gradual increase in its value share over the review period. The company’s lead is in part down to the strong position of its Oi Ocha brand which leads both NH hot drinks and NH soft drinks.

Kagome records strong growth in 2018

Kagome Co Ltd saw one of the most dynamic growth rates in current value terms in 2018 thanks to its strong lead in NH 100% juice. In addition to its increasingly popular Kagome Tomato Juice the company also offers its popular Yasai Seikatsu 100 and Yasai Ichinichi Koreippon brands.

Suntory sees largest increase in value share

Suntory Beverage & Food Ltd witnessed the largest increase in value share in 2018. The company has a broad portfolio with it leading NH bottled water, while it is also ranked second in the important category of NH RTD tea.

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