No.3306
Beverage Market in Japan: Key Research Findings 2023
Beverage Market Expanding for Two Consecutive Years
Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic beverage market, and found out the trends by category, the trends by distribution channel, the trends of market players, and future perspective.
Market Overview
The domestic beverage market size (including cow milk and dairy drinks) rose to 102.6 percent of the previous fiscal year to 4,940,000 million yen for FY2022, based on the shipment value at manufacturers. The market exhibited growth for two consecutive years.A primary factor of the market expansion was the loosening of coronavirus restrictions. The ease has accelerated an uptick in the consumption of beverages as the freedom to move encouraged people to go out more and enjoy physical activities. In addition, industry players were successful in marketing campaigns, new product launches, and sales. It should also be noted that weather, such as short rainy season and August heatwave, had a significant impact on the market growth.
Noteworthy Topics
Big Hits of Products Addressing New Needs of “Increasing Immunity” & “Quality Sleep” During Pandemic
While beverages highlighting health benefits have become fairly common across categories, increasing demand for healthy product options rose further during the pandemic. As the pandemic magnified psychological and physical concerns, the demand for staying healthy, i.e., improving immunity, preventing life-style disease, reducing stress, and sleeping better, increased significantly. Products addressing these new needs turned into megahits.
Future Outlook
Despite showing growth for two consecutive years in FY2021 and FY2022, the beverage market is yet to recover in full. Continued growth is anticipated for FY2023. On an assumption that the flow of people increase in FY2023, the size of the beverage market is forecasted to recover 5 trillion-yen level (5,055 billion yen, 102.3% of FY2022).
Although the wave of price hikes may hamper the market growth in FY2023 by shipment volume (which may drop the growth rate lower than that of FY2022), the market size is projected to expand by value, as the increase in sales price is likely to cover for the loss in volume.
Research Outline
2.Research Object： Beverage manufacturers, retailers, etc.
3.Research Methogology： Face-to-face interviews by the expert researchers (including online interviews), surveys via telephone, questionnaire, and literature research
What is the Beverage Market?
Beverages in this research refer to those with the alcohol content less than 1 percent, sold in a form ready for consumption, packaged in PET bottles, cans, or paper cartons.
The beverage market includes carbonated soft drink, RTD coffee, mineral water, fruit juice, various types of RTD teas (Japanese tea, black tea, Oolong tea, etc.,) sports drinks/functional beverages, nutrition drink (including energy drink,) dairy milk, flavored milk, fermented lactic drink, drinking yogurt, soy milk, etc.
＜Products and Services in the Market＞
Carbonated soft drink, fruit juice/vegetable juice, RTD coffee & tea, mineral water, health drink, dairy drink *Coffee for hand drip (ground coffee), instant coffee, and tea for hand brewing (loose-leaf tea and tea bags) are excluded.
Published Report
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