COMPETITIVE LANDSCAPE
Suntory Leads in Bottled Water Amidst Shifting Consumer Preferences
In 2025, Suntory Beverage & Food Ltd has maintained its position as the leading company in bottled water. Despite the challenging economic environment characterised by high inflation, which has led some consumers to opt for private label over brands, Suntory still holds a strong lead in terms of volume share.
Asahi finding success with hot water product
While Suntory has experienced a slight decrease in its volume share in 2025 due to the shift towards cheaper private label products, Asahi, which is ranked third in the market, has managed to increase its volume share. Asahi has been promoting its Oishii Mizu brand, with it introducing a new hot water product during the winter months in 2022.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water 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 Bottled Water 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 Bottled Water 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 Bottled Water in Japan?
- To what extent are health considerations impacting consumption of Bottled Water 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 Bottled Water in Japan?
- Which are the leading brands in Bottled Water in Japan?
- What potential exists for multinational or domestic soft drinks companies to expand in Japan?
- How are products distributed in Bottled Water 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 Bottled Water?
- 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?
Bottled Water in Japan - Category analysis
KEY DATA FINDINGS
Economic headwinds put pressure on sales of bottled water
Bottled water sales decline amid economic pressures
Carbonated and sparkling flavoured bottled water lose their fizz
Challenges ahead for bottled water sales in Japan
Companies exploring eco-friendly water solutions
Suntory leads in the development of sustainable packaging for bottled water
Suntory Leads in Bottled Water Amidst Shifting Consumer Preferences
Asahi finding success with hot water product
Supermarkets continue to lead bottled water sales in 2025
Label-less bottles provide added appeal for e-commerce
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
The following categories and subcategories are included:
Bottled Water
-
- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
-
- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
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 Bottled Water research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!