PROSPECTS AND OPPORTUNITIES
Functional innovations expected to continue in RTD tea
Although RTD tea is set to maintain a slight declining trend in off-trade volume terms in Japan in the forecast period, its high level of sales means it will continue to attract attention from manufacturers. RTD tea is at the forefront of innovation when it comes to functional beverages in Japan, showcasing numerous successful examples.
Kirin plans to invest in RTD black tea
In 2024, Kirin Beverage announced its commitment to focusing on its Afternoon Tea brand, aiming to increase its share in RTD tea in Japan, which currently sees a relatively small presence for black tea. Kirin is determined to establish a solid black tea culture in Japan, and plans to expand its proportion of black tea offerings in the future.
Tea Ade and Asian tea culture find success in RTD format
In Japan, there is growing popularity for fruit teas and beverages known as “Tea Ade”, which are a mix of tea and fruit. In particular, products from Taiwan have gained significant traction, prompting major companies to release RTD versions to satisfy consumer demand.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea 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 RTD Tea 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 RTD Tea 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 RTD Tea in Japan?
- To what extent are health considerations impacting consumption of RTD Tea 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 RTD Tea in Japan?
- Which are the leading brands in RTD Tea in Japan?
- What potential exists for multinational or domestic soft drinks companies to expand in Japan?
- How are products distributed in RTD Tea 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 RTD Tea?
- 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?
RTD Tea in Japan - Category analysis
KEY DATA FINDINGS
Green tea continues to lead RTD tea
Price gap widens between national brands and private label products
ITO EN Ltd remains the top player in tea
Functional innovations expected to continue in RTD tea
Kirin plans to invest in RTD black tea
Tea Ade and Asian tea culture find success in RTD format
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:
RTD Tea
- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
RTD Tea
This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.
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 RTD Tea research and analysis database.
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