COMPETITIVE LANDSCAPE
Asahi maintains its dominance through effective use of promotional strategies
Asahi Soft Drinks Co Ltd continues to dominate sales of Asian speciality drinks, primarily through its historic Calpis brand, which has been a staple in Japan for over a century. Known locally as Calpis and globally as Calpico, this brand is the key sales driver for Asian specialty drinks in Japan.
Other players focus on health claims to push sales
Competitors like Suntory continued to innovate within Asian speciality drinks as they look to close the gap on Asahi. Suntory offers the popular Bikkle brand of Asian speciality drinks which incorporates lactobacilli and a uniquely developed prebiotic called xylooligosaccharide.
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Overview:
Understand the latest market trends and future growth opportunities for the Asian Speciality Drinks industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Asian Speciality Drinks industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Asian Speciality Drinks in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Asian Speciality Drinks in Japan?
- To what extent are health considerations impacting consumption of Asian Speciality Drinks in Japan?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Asian Speciality Drinks in Japan?
- Which are the leading brands in Asian Speciality Drinks in Japan?
- What potential exists for multinational or domestic soft drinks companies to expand in Japan?
- How are products distributed in Asian Speciality Drinks in Japan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Asian Speciality Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Asian Speciality Drinks in Japan - Category analysis
KEY DATA FINDINGS
A declining birth rate and rising prices impacting sales of Asian speciality drinks
Price hikes put a dent in sales of Asian speciality drinks in 2025
Vinegar drinks remain important to sales of Asian speciality drinks
Challenges ahead amid rising competition
Asahi under pressure to adapt to an ageing consumer base
Health-focused products could gain traction in Japan's mature market
Asahi maintains its dominance through effective use of promotional strategies
Other players focus on health claims to push sales
Supermarkets underpin sales of Asian specialty drinks through in-store promotions
E-commerce picks up further share as the online offer expands
Soft Drinks in Japan - Industry Overview
Rising prices put pressure on volume sales in 2025
KEY DATA FINDINGS
Price rises lead to a decline in off-trade volume sales of soft drinks in 2025
Functional soft drinks gain prominence
Innovation has become faster, riskier, and more culturally embedded
Shrinking population likely to limit opportunities for volume growth
Healthy and natural products likely to attract more interest moving forward
Vending evolving as it looks to meet the needs of modern consumers
Coca-Cola and Suntory continue to invest in product development and innovation
Nippon Del Monte finds success with new line of tomato juice
Label-less products gain traction as online sales rise
On-trade volume sales continue to recover buoyed by interest in RTD tea
Fountain sales in Japan
COUNTRY REPORTS DISCLAIMER
Asian Speciality Drinks
This category includes all traditional Asian drinks not included in RTD tea or juice drinks, including products such as Bandung (rose syrup with milk), bird’s nest, tamarind juice, ginger, lemongrass, roselle, zalaka, jelly drinks including grass jelly (cincau), sugar cane, and vinegar drinks. Lactic acid drinks, such as Calpis, are included here. Drinks containing a limited amount of yogurt (generally 3% or less) such as Bikkle, are included here, though drinking yogurts such as Yakult are excluded. While both products are highly popular in markets like Japan, drinking yogurts will contain mostly yogurt with a very short shelf life (two weeks or less), while yogurt drinks will contain less than 3% dairy and remain on the shelves for up to 9 months. All nut or pulse-based products, such as peanut milk, almond juice, or soy drinks are tracked in Non-Dairy Milk alternatives in Passport Packaged Food.
See all of our definitionsWhy 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 report originates from Passport, our Asian Speciality Drinks research and analysis database.
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