Cocoa-based products have a relatively healthy image in Japan, with its health benefits having been promoted on TV during the review period. These benefits are tied to its polyphenol content, with these micronutrients being packed with antioxidants and claims that they can, among other things, help treat diabetes, aid weight loss and support cardiovascular health.
Morinaga, which produces the popular Morinaga Milk Cocoa brand, is working to boost sales by expanding its portfolio of health-supporting products. Morinaga already has a product called Senobi which targets young parents by claiming to support their children’s growth.
Aside from Morinaga, Nestlé Japan Ltd has also been a key beneficiary from the impact of COVID-19. The company’s Milo brand accounts for most sales of malt-based hot drinks in Japan and is perceived to be a healthy and nutritious hot drinks option.
Traditionally, the key target audience for other hot drinks has been children, but the changing demographic makeup of Japan means that companies will have to expand their consumer base or risk seeing sales declining. With an already low birth rate that continues to decline the focus is expected to shift towards the needs of older consumers in Japan, with the country having the world’s oldest population.
TV programmes in Japan sparked a boom in products with a high cacao content in 2016, with these shows familiarising consumers with the benefits of this ingredient. While the initial boom has since settled down, the healthy image of cocoa has already been established in people’s minds thanks to its polyphenol content.
One other trend that producers could look to tap into is the growing interest in preparing food and drink to photograph for social media. For a growing number of consumers, the photogenic nature of a drink or dish can be almost as important as its taste, with these consumers often keen to share attractive images with their friends and followers.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Other Hot Drinks industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Other Hot Drinks industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Other Hot Drinks research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page