Table of Content

Health and Wellness in Japan
Euromonitor International
December 2021

List Of Contents And Tables

HEALTH AND WELLNESS IN JAPAN
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Desire to improve sleep quality leads to rising demand for BFY reduced caffeine beverages
New product launches in reduced caffeine hot drinks to broaden the consumer base
Pepsi increases its pack sizes to accommodate home consumption
PROSPECTS AND OPPORTUNITIES
Competition with naturally healthy beverages
Steady growth for BFY reduced caffeine fresh coffee and tea
BFY reduced sugar beverages will face competition from carbonated bottled water in particular
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Nestl?’s Milo attracts adult consumers as a convenient fortified product
Home seclusion continues to dent the recovery of FF carbonates and FF concentrates
The type of product decides the outcome of FF energy drinks
PROSPECTS AND OPPORTUNITIES
New product development expected to accelerate to respond to diverse consumer demands
Potential to expand the consumer base for FF chocolate-based and malt-based hot drinks
New product development with a focus on immunity expected to continue
CATEGORY DATA
Table 79 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 80 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 81 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 82 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2016-2021
Table 83 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 84 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 85 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 86 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
Table 87 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 88 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 89 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 90 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 91 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
NH products benefit from growing health awareness and consumers’ preference for natural ingredients
Sales of NH RTD tea do not fully recover as consumers remain at home
Active new product developments in RTD mugicha and blended tea
PROSPECTS AND OPPORTUNITIES
Increased health awareness will benefit category growth even post-COVID-19
Growth expected for NH RTD tea with the containment of the pandemic
Bottled water expected to meet consumers’ demands for health and refreshment
CATEGORY DATA
Table 24 Sales of NH Beverages by Category: Value 2016-2021
Table 25 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 27 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 28 Distribution of NH Beverages by Format: % Value 2016-2021
Table 29 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 30 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic beverages remains a niche within overall HW beverages
Growth promoted by increasing awareness of ethical consumption
Organic beverages remains highly fragmented
PROSPECTS AND OPPORTUNITIES
Ethical consumption likely to accelerate even after COVID-19
The organic trend may expand from wine
The expansion of e-commerce, especially D2C, will increase opportunities
CATEGORY DATA
Table 31 Sales of Organic Beverages by Category: Value 2016-2021
Table 32 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 34 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 35 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 36 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 37 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthy eating continues to benefit better for you packaged food in 2021
Backlash from home seclusion in 2020 is significant in 2021
Suffering a sales decline due to home seclusion, Asahi focuses on relaxation and functionality
PROSPECTS AND OPPORTUNITIES
Reduced sugar packaged food will perform well as the locabo trend continues
The demand for reduced salt remains high as the population continues to age in Japan
CATEGORY DATA
Table 38 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 40 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 41 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 42 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 43 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 44 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Availability of free from meat products is rapidly improving in Japan
Plant-based milk alternatives boom
Soy specialist players continue to hold high shares in free from products
PROSPECTS AND OPPORTUNITIES
Healthy eating trend continues to drive plant-based alternatives and substitutes
Free from gluten and lactose likely to remain limited in Japan
CATEGORY DATA
Table 45 Sales of Free From by Category: Value 2016-2021
Table 46 Sales of Free From by Category: % Value Growth 2016-2021
Table 47 NBO Company Shares of Free From: % Value 2017-2021
Table 48 LBN Brand Shares of Free From: % Value 2018-2021
Table 49 Distribution of Free From by Format: % Value 2016-2021
Table 50 Forecast Sales of Free From by Category: Value 2021-2026
Table 51 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Functional food continues to attract Japanese consumers regardless of the category
Sharp decline in FF milk formula due to the falling number of new-born babies
Players with strength in fermented dairy lead FF packaged food in Japan
PROSPECTS AND OPPORTUNITIES
New functional ingredients with unique claims continue to appear in Japan
The product applications for FF products continue to diversify
CATEGORY DATA
Table 52 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 53 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 54 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 55 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 56 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2016-2021
Table 57 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 58 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 59 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 60 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 61 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 62 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 63 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 64 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 65 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
In 2021, naturally healthy honey sees a strong backlash from 2020
NH rice and NH high fibre bread enjoy sales increases thanks to fibre content
PROSPECTS AND OPPORTUNITIES
Dramatic increase is unlikely in NH packaged food
Increasing interest in improving fibre intake benefits naturally healthy products
CATEGORY DATA
Table 66 Sales of NH Packaged Food by Category: Value 2016-2021
Table 67 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 68 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 69 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 70 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 71 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN JAPAN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic packaged food is underdeveloped in Japan
AEON develops an organic range, but availability remains limited
2021 sees a backlash after an uninspiring increase in 2020
PROSPECTS AND OPPORTUNITIES
Organic products for babies have strong potential in Japan
Price disadvantage of organic products slows down its growth
CATEGORY DATA
Table 73 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 74 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 75 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 76 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 77 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 78 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026