The Japan gluten-free foods & beverages market is projected to grow at a CAGR of 4.7% over the forecast period, 2020 to 2025.

  • The market for gluten-free foods & beverages has undergone a radical change from being considered specialty niche products to becoming mainstream products. Individuals across Japan have started consuming gluten-free products, not only because of being diagnosed with celiac disease but also because of a general perception of maintaining better health.
  • A current trend towards free from product consumption has given further impetus to the gluten-free foods & beverages segment.



Key Market Trends

The "Health halo" Effects of Healthy Food Consumption

Across Japan, the demand for gluten-free foods is not limited to the gluten-intolerant population, however, consumers are aware of the fact that gluten-free diets are beneficial for one’s health, with some gluten-tolerant consumers believe that gluten-free food products are simply healthier. The factor can be partially understood while correlating the fact that the health halo effect has led consumers to believe in free-from label products, which are perceived as a much healthier option, thereby, increasing imports from western countries.

The craze related to gluten-free has eventually led to product innovations in Japan, where instead of wheat and barley products, rice flour has witnessed a significant spike over the past years, mostly as an ingredient. In response to the growing demand for gluten-free products, Japan began operating the world’s first certification system for “non-gluten” rice flour in June 2018 by using world-leading protein quantification technology.

Dairy & dairy Substitutes & Bakery Has High Penetration Rate

Japan has witnessed a spike in travelers’ history, and most of the tourists belong to the western nation. This has led the country to opt the gluten-free diets specifically for tourists, as celiac disease is not dominant issues across consumers in the region. Although most of the food consumed by Japanese is devoid of gluten, such as that of onigiri without soy sauce, harusame noodles among others, the prevalence of malted dairy milk might increase the risk of celiac disease for tourist. On the other hand, the preference of gluten-free bakery products consumption at home might be replicated while traveling, leading to a high adoption rate for the same in Japan.

Competitive Landscape

The market for gluten-free products is highly competitive, with innovation in products being a major strategic approach being adopted by leading players. This trend is likely to continue in the future, as the established set of players seeks to garner increased market share.

Some of the major players operating in the region are Neslte S.A, Hain Celestial, Kibun Foods Inc, General Mills, Kelloggs among others.

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