PROSPECTS AND OPPORTUNITIES
Energy drinks must adapt to an ageing consumer base and capture youth interest
Energy drinks in Japan is projected to experience continued, although slower, off-trade volume declines from 2024 to 2029. After over a decade of robust growth, the category is maturing, and the primary consumer demographic is ageing.
Natural energy drinks underdeveloped in Japan
Natural energy drinks, particularly those featuring green coffee, are still relatively uncommon in Japan, despite gaining significant popularity in key markets including the US and the UK. These beverages are designed to provide a more sustained energy boost without the sudden crash often associated with traditional energy drinks.
Relaxation drinks is expanding
In 2016, Chill Out emerged as a relaxation drink brand from Japan, and quickly gained popularity amongst younger consumers. To further enhance its appeal across a broader demographic, Coca-Cola announced a packaging redesign in April 2024, promoting the message, “A world without stress is amazing”.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy 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 Energy 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 Energy 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 Energy Drinks in Japan?
- To what extent are health considerations impacting consumption of Energy 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 Energy Drinks in Japan?
- Which are the leading brands in Energy Drinks in Japan?
- What potential exists for multinational or domestic soft drinks companies to expand in Japan?
- How are products distributed in Energy 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 Energy 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?
Energy Drinks in Japan - Category analysis
KEY DATA FINDINGS
Energy drinks faces crisis as prices rise and sales plummet
More consumers focus on caffeine management
Asahi Soft Drinks Co Ltd leads energy drinks in Japan
Energy drinks must adapt to an ageing consumer base and capture youth interest
Natural energy drinks underdeveloped in Japan
Relaxation drinks is expanding
Soft Drinks in Japan - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Japan
Trends
DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
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 Energy Drinks research and analysis database.
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