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Price increases drive retail value growth and volume decline
In 2025, hot drinks in Japan saw an increase in retail value sales, driven by price hikes, despite a decline in retail volume sales. Coffee prices rose strongly, impacting consumption, although health-oriented products, such as those promoting gut health, continued to attract consumers. Nestlé Japan maintained its lead through innovation, while Kataoka Bussan excelled with functional variants. Supermarkets remained the primary sales channel, with e-commerce growing due to subscription services. The industry is expected to continue to see value growth moving forward, driven by products offering health benefits, with a focus on catering to Japan's ageing population.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot 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 Hot 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 Hot Drinks in Japan?
- To what extent are health considerations impacting consumption of Hot Drinks in Japan?
- What are the traditional preferences in Hot Drinks in Japan? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Japan?
- Which are the leading brands in Hot Drinks in Japan?
- How are products distributed in Hot Drinks in Japan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Japan
Price increases drive retail value growth and volume decline
KEY DATA FINDINGS
Retail value growth along with volume decline as costs and prices rise
Constant rises in coffee prices leads to frustrated consumers and declining volumes
The narrowing premiumisation window
Wellness in a chaotic world
Continued value growth expected as functional products highlight health benefits
Catering to the ageing population will be crucial
Nestlé Japan maintains its lead through constant product development
Kataoka Bussan sees dynamism thanks to its functional variant
Supermarkets remains the leading channel for sales of hot drinks
Convenience and subscriptions drive continued growth for retail e-commerce
Foodservice volumes continue to rebound
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Japan
KEY DATA FINDINGS
Significant prices rises drive volume decline but value growth
Price rises drive dynamic retail value growth but strong volume decline
Instant standard coffee drives value growth, as it sees the strongest price rises
Continued but more moderate rises in prices and volume declines
Adapting coffee products for Japan's ageing population
Navigating health trends in coffee
Innovations from Nestlé, such as caffeine reduction and sustainability efforts
UCC Ueshima Coffee also makes significant strides
Supermarkets leads the way in coffee distribution
Retail e-commerce maintains its rising trend thanks to new online services
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Japan
KEY DATA FINDINGS
Although retail volumes continue to decline, value sales rebound to growth
Return to growth, although green tea fails to rebound
Fruit/herbal tea sees the strongest increase due to wide product range
Value growth anticipated, but shifts expected in consumption and product formats
Continued renaissance for tea in the foodservice channel
Rising health awareness set to boost demand for non-caffeinated and functional tea
Leading player ITO EN adapts to climate change with the launch of cold brew tea
Second-placed Mitsui Norin expands its product range
Supermarkets maintains its lead, but consumers value the convenience of retail e-commerce
Foodservice sees notable development due to changing trends
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Japan
KEY DATA FINDINGS
Functional products and products targeting adults drive growth
Cocoa products surge in popularity: Meeting health demands drives growth
Malt-based hot drinks maintains a significant volume decline, but sales remain high
Cocoa craze and functional benefits to drive growth in other hot drinks in Japan
Adapting to Japan's declining birth rate: A shift in strategy
Nutritional supplementation likely to be a growing focus
Kataoka Bussan Co sees success with gut health product promoting year-round consumption
Morinaga & Co appeals to adults with the launch of a less sweet variant
Milo increases the iron content in its Milo for Adults to attract adults, especially women
Supermarkets extends its lead, as one-stop-shopping remains popular
Dynamism for retail e-commerce as consumers look for the best prices
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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