Executive Summary

Mar 2019
PROSPECTS
Rival products encroach on core consumption

While the growing number of Japanese people engaging in regular exercise and sporting activity would seem to present significant growth opportunities for sports drinks. However, the category saw year-on-year decline in both volume and value terms throughout the review period, and is expected to go on shrinking between 2018 and 2023.

Limited consumption occasions

A key challenge for manufacturers of sports drinks is the problem of expanding consumption occasions beyond exercise and sporting activity. Again, the wide and increasingly diverse range of rival products which resonate more strongly with prevailing demand trends presents a significant obstacle to sports drinks’ development.

Negative impact of health trend

While the category’s relation to sporting activity and exercise may seem to place it in a strong position to benefit from the prominent health and wellness trend in the Japanese market, sports drinks are also feeling the negative impact of rising consumer health-awareness. Sports drinks products are widely perceived as less healthy than alternatives, as they contain high levels of sodium, sugar and calories and are out of step with the move towards products with a natural positioning.

COMPETITIVE LANDSCAPE
Coca-Cola leads despite falling share

Coca-Cola (Japan) Co Ltd remained the leading player in sports drinks in 2018, though it saw its share eroded as a result of declining sales in both volume and value terms. Given the limited prospects for expansion in the category and the company’s growing focus on products targeting the health and wellness trend, Coca-Cola is unlikely to invest strongly in the development of its market-leading Aquarius brand during the forecast period.

Pocari Sweat moves beyond core sports drink consumption occasions

Otsuka Holdings Co Ltd was the most dynamic player in sports drinks in both volume and value terms in 2018. Indeed, thanks to the growth of its Pocari Sweat brand, the company was one of only two players to register a positive performance in either volume or value terms in the category during the year – the other being Meiji Co Ltd.

Vaam takes more specialist approach

In contrast to Otsuka Holdings’ Pocari Sweat, Meiji Co Ltd’s Vaam brand managed to perform relatively strongly in sports drinks at the end of the review period because of its specialist positioning. Vaam contains an amino acid supplement that is claimed to help to turn body fat into energy when consumed before relatively long-term exercise such as long-distance running, cycling and football.

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Sports Drinks in Japan

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Overview

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

The Sports 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  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in Japan?
  • What are the major brands in Japan?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Japan?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Japan?

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.

Sports Drinks in Japan - Category analysis

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