COMPETITIVE LANDSCAPE
Kataoka Bussan Co sees success with gut health product promoting year-round consumption
Kataoka Bussan Co Ltd extended its lead in other hot drinks in Japan in retail value terms in 2025. This is one of the major players in chocolate-based flavoured powder drinks that has been actively introducing products that not only offer functional and nutritional benefits, but also aim to habitualise the consumption of such products throughout the year, and expand the consumer base.
Morinaga & Co appeals to adults with the launch of a less sweet variant
Morinaga & Co Ltd maintained its strong presence in other hot drinks in 2025, ranking second in retail value terms with its Morinaga Milk Cocoa, and increasing its value share. In November 2024, Morinaga introduced a limited-edition Less Sweet Milk Cocoa, tailored for adult tastes with its reduced sweetness.
Milo increases the iron content in its Milo for Adults to attract adults, especially women
Milo was traditionally known for children's nutrition, but in recent years expanded its consumer base to adults, due to its ability to supplement iron, which is often lacking in women's diets. Meanwhile, responding to broader demographic interests, Nestlé Japan launched Milo for Adults in 2021, which featured reduced sweetness by substituting some sugar with dietary fibre.
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Overview:
Understand the latest market trends and future growth opportunities for the Other 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.
If you're in the Other 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 Other 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 Other Hot Drinks in Japan?
- To what extent are health considerations impacting consumption of Other Hot Drinks in Japan?
- What are the traditional preferences in Other 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 Other Hot Drinks in Japan?
- Which are the leading brands in Other Hot Drinks in Japan?
- How are products distributed in Other 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 Other Hot Drinks?
- Where is future growth expected to be most dynamic?
Other Hot Drinks in Japan - Category analysis
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
Hot Drinks in Japan - Industry Overview
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Other Hot Drinks
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
Other Hot Drinks
This is the aggregation of Flavoured Powder Drinks and Other Plant-based Powder Drinks. Products can be served hot or cold, and can be mixed with water, milk, or other liquids. Bottled, ready-to-drink flavoured milk drinks are NOT included here and are included in Passport Packaged Food.
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 Other Hot Drinks research and analysis database.
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