PROSPECTS AND OPPORTUNITIES
Sports drinks faces further decline as health-conscious consumers choose alternatives
Sports drinks in Japan is anticipated to face challenges achieving off-trade volume growth over the forecast period 2024-2029. While these beverages are recognised as effective for hydration, they are encountering stiff competition from other hydration options, such as bottled water, RTD tea, and even snacks.
Shift towards functional beverages for health maintenance
Products that effectively manage health are gaining traction in the Japanese market, particularly those that can strongly emphasise this aspect. The leading brand in sports drinks, Aquarius from Coca-Cola, launched a new product called New Water in April 2023, which boasts that it is free from sugar and calories.
Older people are a valuable target demographic
In Japan, due to the ageing population, the older generation makes up a significant proportion of the population, and perhaps surprisingly, they have a high participation rate in sports activities. According to a survey in December 2022 by the Japan Sports Agency, under the Ministry of Education, Culture, Sports, Science and Technology, the percentage of individuals aged 20 and over who engaged in sports at least once a week was 52%.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports 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 Sports 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 Sports 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 Sports Drinks in Japan?
- To what extent are health considerations impacting consumption of Sports 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 Sports Drinks in Japan?
- Which are the leading brands in Sports Drinks in Japan?
- What potential exists for multinational or domestic soft drinks companies to expand in Japan?
- How are products distributed in Sports 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 Sports 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?
Sports Drinks in Japan - Category analysis
KEY DATA FINDINGS
Sports drinks struggles as some consumers turn to cheaper hydration options
Importance of heatstroke prevention amidst intensifying competition
Major brands collaborate with the government and retailers to promote heatstroke prevention
Sports drinks faces further decline as health-conscious consumers choose alternatives
Shift towards functional beverages for health maintenance
Older people are a valuable target demographic
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:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
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 Sports Drinks research and analysis database.
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