Naturally Healthy Beverages in Japan

PROSPECTS

Demand trends favour NH development

The rise in consumer health-consciousness is leading to an increase in consumer concerns about the impact of artificial ingredients and additives, such as sweeteners, colourings and preservatives, on health. Moreover, the end of the review period saw sugar acquire an increasingly bad image, as it became ever more closely associated with a variety of health issues, including type 2 diabetes, obesity and heart disease, in the minds of consumers.

Mugicha continues to grow in popularity

NH RTD tea remained by far the largest category in NH beverages in the Japanese market in 2019, and continued to record healthy growth during the year. The ongoing increase in the category’s popularity is being supported by its compatibility with two key demand trends: health and convenience.

Tomato juice remains popular

Tomato juice experienced a major boom in popularity in 2012, which led to widespread awareness of the health benefits of the lycopene contained in tomatoes amongst consumers. Health-conscious consumers in their 50s and 60s who prefer to maintain their health with natural foods rather than medicines constitute a particularly important consumer group for tomato juice.

COMPETITIVE LANDSCAPE

ITO EN retains lead with strong brands

ITO EN Ltd remained the largest player in NH beverages in 2019. The company’s portfolio includes the NH RTD green tea brand, Oi Ocha, and the other NH RTD brand, Kenko Mineral Mugicha, which ranked first and third, respectively, in overall NH beverages in the final year of the review period.

Kagome Tomato Juice benefits from FFC labelling

Kagome Tomato Juice, which has a long-established presence in the Japanese market, looked to renew interest amongst health-conscious consumers with the adoption of FFC labelling in 2016. The move was founded on claims that the lycopene naturally found in tomato juice helps to prevent an increase in cholesterol concentration in the blood.

Suntory Beverage & Food introduces new RTD tea products

Suntory Beverage & Food Ltd, the second largest player in NH beverages in 2019, owns a number of NH beverages brand, including the leading NH bottled water, Tennensui. In April 2019, the company extended Tennensui into RTD green tea.

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