Sustainability in Japan

December 2023
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The majority of Japanese consumers reduce food waste and plastics, making Zero Waste claims and Sustainable Packaging well-received. Climate concerns are rising in the country, making locally sourced goods appealing while meat avoidance is increasing. This creates a strong opportunity for industries, with more than 40% of Meat Avoiders willing to pay more for sustainable products. Natural is the widest-used claim across industries, boosting growth, while there is a clear opportunity to implement

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Overview:

This Euromonitor Sustainability report provides proprietary country specific information and insights on sustainability trends across seven industries (Beauty and Personal Care, Consumer Health, Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods and Pet Care). It helps companies to find and seize opportunities in this very dynamic space, based on the analysis of consumer behaviour, business strategies and market trends in product claims. Use this report to guide your strategic decision-making in terms of new product development, growth opportunities and investment plans to transform sustainability into a unique competitive advantage.

The Sustainability in Japan report includes:

  • An overview of consumer sustainability behaviour, covering different sustainable consumer types
  • An analysis of the sustainable market landscape, including market sizing, competitive barriers and product portfolio
  • A review of competitive strategies in terms of the sustainable product portfolio of top players
  • A market opportunity assessment for sustainable products

This report answers:

  • To what extent does sustainability drive consumer purchasing decisions?
  • What are the most typical consumer sustainability behaviours?
  • Which is the most widespread consumer type?
  • What are the most prevalent sustainability claims in the market?
  • What is the price positioning of products with sustainability claims?
  • How well do sustainable products meet customer expectations?
  • Who are the key competitors with the largest portfolios of sustainable products?
  • What are the market opportunities for sustainable products?
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Sustainability in Japan

Chart 1 Sustainability Country Report Scope
Chart 2 Sustainability Country Report Main Findings
Chart 3 Sustainability Market: Key Metrics by Industry
Environmental awareness
Chart 4 Consumers' Sustainability Awareness and Actions in Japan 2019-2023
Green actions
Chart 5 Consumers' Environmental Action in Japan 2023
Trust in green labels
Chart 6 Consumer Trust in Product Claims in Japan 2023
Shopping preferences
Chart 7 Consumer Circular Shopping Preferences in Japan 2023
Sustainable consumer types
Chart 8 Sustainable Consumer’s Types in Japan 2023
Chart 9 Meat Avoiders: Largest Consumer Type in Japan 2023
Chart 10 Sustainability Market Size By Industry in Japan
Sustainability Attribute Group with the biggest market sizes in Japan
Chart 11 Sustainability Market Size for the Top 10 Attributes by Industry in Japan, USD Million, 2022
Chart 12 Beauty and Personal Care: Shopper Satisfaction vs Price Positioning and Product Availability of SKUs with the Top 15 Sustainability Attributes in Japan, 2022
Chart 13 Consumer Health: Shopper Satisfaction vs Price Positioning and Product Availability of SKUs with the Top 15 Sustainability Attributes in Japan, 2022
Chart 14 Pet Care: Shopper Satisfaction vs Price Positioning and Product Availability of SKUs with the Top 15 Sustainability Attributes in Japan, 2022
Chart 15 Snacks: Shopper Satisfaction vs Price Positioning and Product Availability of SKUs with the Top 15 Sustainability Attributes in Japan, 2022
Chart 16 Dairy Products and Alternatives: Shopper Satisfaction vs Price Positioning and Product Availability of SKUs with the Top 15 Sustainability Attributes in Japan, 2022
Chart 17 Cooking Ingredients and Meals: Shopper Satisfaction vs Price Positioning and Product Availability of SKUs with the Top 15 Sustainability Attributes in Japan, 2022
Chart 18 Staple Foods: Shopper Satisfaction vs Price Positioning and Product Availability of SKUs with the Top 15 Sustainability Attributes in Japan, 2022
Chart 19 Beauty and Personal Care: Product Availability and Price Positioning of SKUs with Sustainability Attributes of the Top 5 Competitors in Japan, 2022
Chart 20 Beauty and Personal Care: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with Sustainability Attributes of the Top 10 Competitors in Japan
Chart 21 Consumer Health: Product availability and Price Positioning of SKUs with Sustainability Claims from Top 5 Competitors in Japan, 2022
Chart 22 Consumer Health: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with Sustainability Attributes of the Top 10 Competitors in Japan
Chart 23 Pet Care: Product Availability and Price Positioning of SKUs with Sustainability Attributes from the Top 5 Competitors in Japan, 2022
Chart 24 Pet Care: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with Sustainability Attributes of the Top 10 Competitors in Japan
Chart 25 Snacks: Product Availability and Price Positioning of SKUs with Sustainability Attributes from the Top 5 Competitors in Japan, 2022
Chart 26 Snacks: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with Sustainability Attributes of the Top 10 Competitors in Japan
Chart 27 Dairy Products and Alternatives: Product Availability and Price Positioning of SKUs with Sustainability Attributes from the Top 5 Competitors in Japan, 2022
Chart 28 Dairy Products and Alternatives: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with Sustainability Attributes of the Top 10 Competitors in Japan
Chart 29 Cooking Ingredients and Meals: Product availability and Price Positioning of SKUs with Sustainability Claims from Top 5 competitors in Japan, 2022
Chart 30 Cooking Ingredients and Meals: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with Sustainability Attributes of the Top 10 Competitors in Japan
Chart 31 Staple Foods: Product Availability and Price Positioning of SKUs with Sustainability Attributes from the Top 5 Competitors in Japan, 2022
Chart 32 Staple Foods: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with Sustainability Attributes of the Top 10 Competitors in Japan
Chart 33 Beauty and Personal Care: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with the Top 10 Sustainability Attributes in Japan
Chart 34 Consumer Health: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with the Top 10 Sustainability Attributes in Japan
Chart 35 Pet Care: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with the Top 10 Sustainability Attributes in Japan
Chart 36 Snacks: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with the Top 10 Sustainability Attributes in Japan
Chart 37 Dairy Products and Alternatives: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with the Top 10 Sustainability Attributes in Japan
Chart 38 Cooking Ingredients and Meals: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with the Top 10 Sustainability Attributes in Japan
Chart 39 Staple Foods: Product Availability in 2022 and Change in Product Availability (2021-2022) of SKUs with the Top 10 Sustainability Attributes in Japan
Chart 40 Sustainable Packaging Claims: Consumer Survey, Shopper Satisfaction and Product Availability of SKUs with Sustainability Attributes in Japan, 2022
Chart 41 Carbon Neutral Claims: Consumer Survey, Shopper Satisfaction and Product Availability of SKUs with Sustainability Attributes in Japan, 2022
Chart 42 Zero Waste Claims: Consumer Survey, Shopper Satisfaction and Product Availability of SKUs with Sustainability Attributes in Japan, 2022
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Why buy this report?

  • Gain actionable insights to current sustainability trends and get a comprehensive understanding of the market for sustainable products.
  • Identify sustainable business opportunities, prioritise claims for sustainable product expansion, understand how your business compares to your competitors’ and make informed decisions on how sustainable products are most likely to succeed.

This sustainability country report originates from Passport, our Sustainability market research database.

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