COMPETITIVE LANDSCAPE
Competition driven by premiumisation and functional innovation
Calbee Inc led breakfast cereals in Japan in 2025, accounting for more than a third of retail value sales. Kellogg (Japan) KK maintained a slight edge over Nissin Cisco Co Ltd to hold second place.
Nissin Cisco augments its share by tapping into demand for functionality
Breakfast cereals is shifting toward functional enrichment and premium positioning, driven by demand for healthier, more convenient options. Japanese consumers increasingly opt for cereals that deliver functional benefits while incorporating traditional flavours, blending Western formats with local tastes.
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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 sees growth across all metrics in 2025
Breakfast cereals perform well as time-saving meal solutions
Hot cereals slumps as consumers seek ease and convenience of preparation
Affordability and healthy profile allow breakfast cereals to remain popular post-pandemic
Breakfast cereals set to maintain momentum in the years ahead
Popularity may extend beyond traditional consumption occasions
Grains will remain in the spotlight
Competition driven by premiumisation and functional innovation
Nissin Cisco augments its share by tapping into demand for functionality
Supermarkets remains the leading distribution channel for breakfast cereals in 2025
Health and beauty specialists benefit from channel expansion
Staple Foods in Japan - Industry Overview
EXECUTIVE SUMMARY
KEY DATA FINDINGS
Sharp price increases fuel category volatility in 2025
Convenience factor remains important to busy consumers
Post-pandemic interest in health and wellbeing remains high
Shrinking population expected to lead to volume decline
Current value growth will remain largely driven by high prices
Convenience factor will continue to shape category fortunes
Yamazaki Baking retains the lead in a highly fragmented industry
Second-ranked player gains ground in 2025
Supermarkets remains the leading distribution channel in Japan
Health and beauty specialists and e-commerce are gaining popularity
COUNTRY REPORTS 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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