Executive Summary

Mar 2019
Significant shifts in character of demand

Companies operating in the Japanese soft drinks market are having to adapt to an environment undergoing significant changes. As well as a shrinking and ageing consumer base, demand in soft drinks is being affected by considerable shifts in consumer lifestyles and attitudes driven by factors such as growing female participation in the paid workforce and rising health-awareness.

Health the key influence on demand in 2018

Demand for greater convenience and healthier products were the two main influences on the development of soft drinks in Japan in 2018. Rising consumer health-awareness was a particularly prominent factor in shaping demand, underpinning the expansion of bottled water, RTD tea and Asian speciality drinks.

Coca-Cola (Japan) retains lead but loses share

Coca-Cola (Japan) remained the leading player in soft drinks in the Japanese market in 2018. However, it witnessed ongoing erosion of its share in both volume and value terms during the year as it suffered from its significant exposure to the struggling carbonates, RTD coffee and sports drinks categories and the intensification of competition in growth areas such as bottled water and energy drinks.

New Pepsi targets local tastes

The final year of the review period saw innovation continue to be influenced by rising consumer health-consciousness and the potential to utilise functional labelling, as with Pokka Sapporo Food & Beverage Ltd’s launch of Kireto Lemon Calcium brand extension in nectars, which was designated a “beverage with a nutritional function”. However, one of the most prominent new product developments in the Japanese soft drinks market in 2018 did not target the health and wellness trend.

Health trend set to remain influential over forecast period

Increasing consumer health-consciousness is set to remain a key driver of growth in soft drinks over 2018-2023, with bottled water, RTD tea and Asian speciality drinks forecast to be amongst the strongest performing categories on the back of products with a strong health-orientated positioning. Moreover, manufacturers are likely to focus on developing products and marketing activity founded on the delivery of increasingly precise health benefits as consumer health-awareness becomes more sophisticated.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Soft Drinks in Japan

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

When you purchase this report, you also get the data and the content from these category reports in Japan for free:

The Soft Drinks 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Japan?
  • What are the major brands in Japan?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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.

Soft Drinks in Japan

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 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 32 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 34 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2021
Table 35 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

Asian Speciality Drinks in Japan

HEADLINES

PROSPECTS

Strong health positioning for key products
Benefiting from the natural trend
Increasing competition for health-orientated positioning

COMPETITIVE LANDSCAPE

Asahi bolsters dominant position
Asahi bolsters dominant position
Black vinegar drinks perform well

CATEGORY DATA

Table 36 Off-trade Sales of Asian Speciality Drinks: Volume 2013-2018
Table 37 Off-trade Sales of Asian Speciality Drinks: Value 2013-2018
Table 38 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2013-2018
Table 39 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2013-2018
Table 40 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2014-2018
Table 41 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2015-2018
Table 42 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2014-2018
Table 43 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2015-2018
Table 44 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2018-2023
Table 45 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2018-2023
Table 46 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2018-2023
Table 47 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2018-2023

Bottled Water in Japan

HEADLINES

PROSPECTS

Benefiting from health and wellness trend
Strong growth for carbonated bottled water
Concerns about plastic waste a potential constraint

COMPETITIVE LANDSCAPE

Domestic brands dominate
Suntory Beverage & Food focusing on health and wellness
Leader expands flavoured water offer

CATEGORY DATA

Table 48 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 49 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 50 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 51 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 53 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 54 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 55 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 56 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 57 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 58 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 59 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Japan

HEADLINES

PROSPECTS

Ongoing shift from low calorie to regular cola
Alcoholic drinks trends influencing carbonates
Growing onus on innovation

COMPETITIVE LANDSCAPE

Coca-Cola extends lead
Asahi’s core brand targets vending machines
New Pepsi targets local preferences

CATEGORY DATA

Table 60 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 61 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 62 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 63 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 64 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 65 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 66 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 67 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 68 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 69 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 70 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 71 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 72 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 73 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 74 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 75 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 76 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 77 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 78 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 79 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2021
Table 80 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2021

Concentrates in Japan

HEADLINES

PROSPECTS

Focusing on health
Powder format suffering from challenges facing sports drinks
Coffee and tea concentrates out of step with demand trends

COMPETITIVE LANDSCAPE

Asahi continues to dominate
Mizkan Group Corp sees strongest growth

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 81 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 82 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 83 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 84 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 85 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 86 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 87 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 88 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 89 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 90 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 91 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 92 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 93 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 94 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 95 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 96 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 97 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 98 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Japan

HEADLINES

PROSPECTS

Fashionable status drives growth
Supported by distinctive positioning
Local brands failing to benefit from category expansion

COMPETITIVE LANDSCAPE

Asahi rises to the top
Red Bull successfully courts younger consumers
Oronamin C struggling to attract younger consumers

CATEGORY DATA

Table 99 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 100 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 101 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 102 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 103 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 104 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 105 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 106 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 107 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 108 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 109 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 110 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Japan

HEADLINES

PROSPECTS

Rising demand for smoothies
Tomato juice benefits from greater focus on health benefits
Two brands drive nectar growth

COMPETITIVE LANDSCAPE

Kagome increases share
Pokka Sapporo the most dynamic player
Competition from alternative health-orientated options

CATEGORY DATA

Table 111 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 112 Off-trade Sales of Juice by Category: Value 2013-2018
Table 113 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 114 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 115 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 116 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 117 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 118 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 119 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 120 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 121 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 122 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 123 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 124 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 125 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Japan

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 126 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 127 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 128 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 129 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 130 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 131 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 132 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 133 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 134 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 135 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 136 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 137 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Japan

HEADLINES

PROSPECTS

Compatible with prevailing trends
Mugicha benefits from health-conscious demand
Shifting distribution patterns

COMPETITIVE LANDSCAPE

ITO EN retains lead
Suntory Beverage & Food expands strongly
Smaller players see growth

CATEGORY DATA

Table 138 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 139 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 140 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 141 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 142 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 143 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 144 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 145 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 146 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 147 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 148 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 149 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 150 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Japan

HEADLINES

PROSPECTS

Rival products encroach on core consumption
Limited consumption occasions
Negative impact of health trend

COMPETITIVE LANDSCAPE

Coca-Cola leads despite falling share
Pocari Sweat moves beyond core sports drink consumption occasions
Vaam takes more specialist approach

CATEGORY DATA

Table 151 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 152 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 153 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 154 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 155 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 156 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 157 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 158 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 159 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 160 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 161 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 162 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023