Executive Summary

Mar 2019
PROSPECTS
Competition from fresh coffee

RTD coffee saw marked declines in both volume and value terms in 2018 as it continued to suffer from consumer migration towards fresh coffee. Consumers’ taste in coffee has become more sophisticated as they have been exposed to a wide range of high-quality products through outlets such as specialist coffee shops.

Need to refresh consumer base

RTD coffee’s core consumer base has historically been comprised of middle-aged males, who typically consume canned products, often while smoking. However, as this consumer group ages, changing lifestyles mean that it is not being replaced like-for-like.

Need to build a more distinctive positioning

Prospects are not promising for RTD coffee during the forecast period, with the category expected to see declining volumes as it suffers from increasing competition from rival coffee products, demographic developments and a contracting core consumer base. In order to stimulate sales, manufacturers will need to develop products and brands with a more distinctive positioning.

COMPETITIVE LANDSCAPE
Coca-Cola losing share

Coca-Cola (Japan) remained the largest player in RTD coffee in volume terms in 2018, though it lagged behind Suntory Beverage & Food in value terms, having lost the lead in the previous year. Coca-Cola (Japan) experienced ongoing decline in its share in both volume and value terms in the final year of the review period, as its market-leading Georgia brand was amongst the most prominent examples of a brand struggling to replenish its core consumer base and compete with rival coffee products.

Suntory’s dynamic new brand offers hope despite overall share decline

Suntory Beverage & Food remained the largest player in RTD coffee by value in 2018, though, like Coca-Cola, it saw its share decline in both volume and value terms during the year. Suntory Beverage & Food registered strong share growth during the review period, thanks to strong marketing support and product development in support of tis Boss brand, which included the promotion of the brand’s 25th anniversary.

Tully’s drives ongoing growth for ITO EN

ITO EN Ltd was the only major RTD coffee player to see growth in either volume or value terms in 2018. Towards the end of the review period, the company helped to maintain the momentum of its Tully’s brand, which benefits from a relatively upmarket image amongst increasingly quality-conscious coffee consumers, through developments such as the introduction of Tully’s Coffee Smooth Black Medium.

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RTD Coffee in Japan

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Overview

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

The RTD Coffee 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 RTD Coffee in Japan?
  • What are the major brands in Japan?
  • What are the key new launches of RTD Coffee and bottled coffee products?
  • Who are the consumers of RTD coffee in Japan?
  • Where is ready to drink coffee most commonly consumed?

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 Soft Drinks market research database.

RTD Coffee in Japan - Category analysis

HEADLINES

PROSPECTS

Competition from fresh coffee
Need to refresh consumer base
Need to build a more distinctive positioning

COMPETITIVE LANDSCAPE

Coca-Cola losing share
Suntory’s dynamic new brand offers hope despite overall share decline
Tully’s drives ongoing growth for ITO EN

CATEGORY DATA

Table 1 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 2 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 3 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 9 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 10 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 11 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

Soft Drinks in Japan - Industry Overview

EXECUTIVE SUMMARY

Significant shifts in character of demand
Health the key influence on demand in 2018
Coca-Cola (Japan) retains lead but loses share
New Pepsi targets local tastes
Health trend set to remain influential over forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 46 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2021
Table 47 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2021

APPENDIX

Fountain sales in Japan
Trends

DEFINITIONS

SOURCES

Summary 1 Research Sources