COMPETITIVE LANDSCAPE
Asahi cements its leadership through new product launches in 2025
In 2025, Asahi Soft Drinks Co Ltd has retained a strong lead in energy drinks in Japan. The company increased its off-trade volume share thanks to innovative product launches that cater to diverse consumer needs.
Red Bull continues to benefit from new product development and marketing
Red Bull Japan has been the most dynamic company in energy drinks in 2025. In August 2025, the company launched its new Red Bull Energy Drink Green Edition.
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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
Rising prices and health concerns lead to a drop in volume sales in 2025
Price increases put a dent in sales of energy drinks
Demand falls as some consumers look to reduce their caffeine intake
Challenges ahead for a maturing energy drinks market
Natural energy drinks make their mark in Japan
Energy drinks will need to evolve as Japan embraces healthier lifestyles
Asahi cements its leadership through new product launches in 2025
Red Bull continues to benefit from new product development and marketing
Convenience stores retain a key role in the sale and promotion of energy drinks
Asahi and Red Bul turn to Lawson to promote new product launches
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:
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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