The popularity of cocoa-based drinks supports the overall consumption of other hot drinks in Japan. In 2018, chocolate-based flavoured powder drinks saw growth continue to slow after the cocoa revival seen in 2016.
Malt-based hot drinks remained stable at the end of the review period, while other plant-based hot drinks saw growth in both retail volume and current value terms. These two categories consist mainly of functional drinks in an instant powder format to offer nutrition and convenience to busy, health-conscious consumers.
Other hot drinks manufacturers are set to focus on health, wellness and convenience as the key factors shaping their efforts to attract consumers. In all hot drinks categories, ongoing demographic developments and changes to consumer lifestyles are driving a shift to packaged products.
Morinaga & Co Ltd remained the leading player in other hot drinks in 2018 due to its strong presence in chocolate-based flavoured powder drinks. With its strong distribution to retail networks, the company achieved growth in chocolate-based flavoured powder drinks in both bag and stick sachet (stick) packaging.
Kataoka Bussan Co Ltd remained the second leading player in other hot drinks at the end of the review period, thanks to the strength of its chocolate-based flavoured powder drink brand, Van Houten. While products such as the brand’s pure cocoa drink without sugar or milk found favour amongst female consumers aged in their fifties and sixties, Van Houten saw sales fall slightly in 2018.
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This industry report originates from Passport, our Hot Drinks market research database.