PROSPECTS AND OPPORTUNITIES
Low retail volume growth anticipated, while retail current value growth will continue to be higher as prices rise
Looking ahead to the next five years, despite the projected decrease in Japan’s population, retail volume sales of breakfast cereals are expected to see a slight rise, with a higher increase in retail current value terms as prices continue to rise. Retail volume and current value growth are expected across all categories, with hot cereals expected to see a halt to the consecutive declines seen in 2022 and 2023, as sales stabilise and players pursue the “rice-ification” trend.
RTE cereals likely to be appreciated for their convenience
As people return to their pre-pandemic lifestyles, and lives become busier, RTE cereals that require nothing more than a splash of milk are likely to be valued, as they offer a quick and nutritionally balanced meal. These cereals align with the consumer trend of prioritising time efficiency, known as taipa, which abbreviates “time performance” in Japanese.
Product innovation with a focus on health will continue to be seen
Consumers’ health-consciousness and interest in nutrition have been growing since before the pandemic. With the advent of COVID-19, the health and wellness trend accelerated as people strove to mitigate the risk of infection and manage weight gain due to decreased physical activity during home seclusion.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals in Japan?
- Which are the leading brands in Breakfast Cereals in Japan?
- How are products distributed in Breakfast Cereals in Japan?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Breakfast Cereals?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Japan?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Breakfast Cereals in Japan - Category analysis
KEY DATA FINDINGS
Breakfast cereals starts a recovery trend in value terms
Players aim to revitalise hot cereals
Calbee maintains its lead, with Kellogg holding second position
Low retail volume growth anticipated, while retail current value growth will continue to be higher as prices rise
RTE cereals likely to be appreciated for their convenience
Product innovation with a focus on health will continue to be seen
Staple Foods in Japan - Industry Overview
Staple foods in 2024: The big picture
Key trends in 2024
Competitive landscape
Channel developments
What next for staple foods?
DISCLAIMER
The following categories and subcategories are included:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
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 Breakfast Cereals research and analysis database.
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