Consumer interest in health and wellness remains high in Japan, reflecting the strong commitment to consuming foods and beverages that support everyday health. In addition to maintaining health, weight management is a key driver of prominent claims such as high protein, low carb, no sugar and low fat.

Health and wellness hot drinks in Japan are gaining popularity as consumers look to products offering functional claims and no caffeine. While high price is a barrier to organic hot drinks, players are responding with more affordable lines to grow the consumer base.

Consumption of health and wellness soft drinks in Japan is led by RTD teas which are naturally low in sugar. Soft drinks with functional benefits supporting digestive health are making their mark, tapping into low levels of dietary fibre intake, and increasing consumer awareness of gut health. With Japanese consumers unsure about the vague claims of natural soft drinks, they are drawn to soft drinks with specific functional benefits.

Health and wellness snacks in Japan is showing strong growth in Japan led by the robust demand for products offering a good source of minerals and vitamins. Demand for fortified/functional snacks continues to grow although the pace of innovation has slowed in this sector due to inflationary pressures and some safety concerns.

In health and wellness dairy products and alternatives, probiotic and high protein are both attractive claims to Japanese consumers. Probiotic claims are highly attractive due to the widespread popularity of fermented foods in Japan. In addition, Greek-style yoghurt has gained popularity for its high protein levels which supports weight management and fitness lifestyles.

In Japan, the largest claim in health and wellness cooking ingredients and meals is low salt followed by natural claims. Japanese cuisine is very high in salt and health concerns are driving consumers toward lower salt variants. Mutenka is a growing trend in Japan, referring to clean-label products without additives, preservatives and even sugar.

The popularity of health and wellness staple foods in Japan is driven by the mainstream appeal of high protein and low carb diets. Consumers are drawn to products with natural claims, particularly those free from additives. However, changes to labelling legislation in May 2024 means fewer brands can now use this claim.

Breakfast cereals boasted resilience in Japan in 2025. Amid ongoing food inflation and global supply chain uncertainty, Japanese consumers are increasingly seeking affordable staple foods, with private-label products gaining traction as ranges expand and quality improves. The cost-of-living pressures are prompting a shift towards discount retailers and alternative shopping channels. At the same time, health priorities are evolving beyond high protein to a greater focus on digestive health and me

Moderate current value growth for baked goods in Japan in 2025 reflected ongoing food inflation and increasing global supply uncertainties. Private labels are gaining traction not only for their affordability but also for their expanding and increasingly high-quality product ranges. Alongside this, health priorities are evolving, with the health and beauty specialist channel gaining share. Despite high grain prices easing, the cost of sugar and cocoa has risen sharply, with cocoa prices expected

Rice, pasta and noodles saw another year of rapid and significant current value growth in 290256, amid ongoing food inflation. Consequently, volume sales declined across retail and foodservice channels. Weak consumer purchasing power has led to increased demand for private label products and greater use of discount retail channels, as portfolios expand and offer competitive quality. Health preferences are evolving, with

Current value sales of processed fruit and vegetables registered moderate growth in 2025, while volume growth remained limited. Ongoing food inflation, persistent cost-of-living challenges, and uncertainties in global supply – amplified by US trade policies – are prompting Japanese consumers to prioritise affordable staple foods. This environment is encouraging growth in private label products and discount retailers, as private labels expand their ranges and offer quality comparable to branded g

Due to rapid increases in unit prices, staple foods in Japan showed robust retail sales value growth in 2025. However, there was another year of retail volume decline, mainly due to these price increases, which, since 2022, have been triggered by global ingredient cost increases. A weak Japanese yen has also affected prices, especially for imported products and those with a high proportion of imported ingredients, such as sugar and flour. Another reason for the price

Processed meat, seafood and alternatives to meat saw only limited current value growth in 2025, and a volume performance that was bolstered only by foodservice sales. This performance reflected persistent food inflation, ongoing cost-of-living pressures and heightened global supply uncertainty, as local consumers increasingly sought affordable staple foods. Private label gained traction thanks to expanding portfolios and comparable quality. Alongside a continued demand for high-protein products,

Retail sales of fresh food stagnate in 2025 as prices rise putting further pressure on household income. Furthermore, the increasing demand for convenient meal solutions saw more consumers shift to packaged products. Added to this, Japan’s population continued to decline, further limiting the category’s growth potential. Foodservice sales saw a slightly stronger performance, backed by an increase in tourism.

2025 was a challenging year for meat in Japan with rising prices putting pressure on retail sales. Japan’s declining population also continued to weigh on retail demand, although this was partly compensated for by the increasing focus on protein-rich diets. Foodservice sales continued to recover, buoyed by an uptick in tourism, although operators were faced with rising costs which pushed them towards cheaper inputs.

Foodservice sales continue to account for most sales of pulses in Japan, with retail demand continuing to fall due to demographic factors such as a shrinking population and smaller households requiring more convenient alternatives. While retail demand continued to fall in 2025 foodservice sales continued their recovery backed by an increase in inbound tourism and the introduction of innovative pulse-based dishes. Reduced local production could place a greater reliance on imported pulses over the

Foodservice sales of vegetables continued to recover in 2025 thanks to locals dining out more and an increase in inbound tourism. This helped to offset the decline in retail volume sales which was linked to rising prices, increased demand for more convenient options, and a shrinking population. Moving forward, more players could explore opportunities in offering non-standard vegetables to help lower costs and tackle food waste.

Foodservice sales benefited from an uptick in inbound tourism and a focus on Japanese sweets and desserts in 2025. In contrast, retail volume sales declined as increasing health concerns and rising prices pushed consumers to reduce their consumption of sugar and sweeteners. Moving forward players are expected to focus on offering healthier and more natural sweeteners to meet the evolving demands of the local market.

Increase in foodservice sales helps to offset the ongoing decline in retail volume sales of starchy roots in 2025. An increase in dining out among locals and rising tourism numbers boost foodservice sales while retail demand is undermined by rising costs, increased demand for convenience and Japan’s shrinking population. Over the forecast period, players could place more focus on pushing “imperfect” produce to help alleviate supply pressures and to reduce prices for consumers.

Avian flu and rising temperatures impacted the production of eggs in Japan in 2025 which led to rising prices. This in turn led to a drop in retail demand with consumers being impacted by rising living costs and thus being under pressure to look for savings. Foodservice sales saw a moderate increase thanks to an increase in tourism and a rebound in domestic demand, but financial pressures also constrained the channel’s recovery.

A shrinking population, rising prices and a growing demand for convenience continues to place downward pressure on retail volume sales of fruits in Japan. However, this was offset by a corresponding increase in foodservice volume sales as more consumers chose to dine out and tourism continued to grow. Moving forward there is expected to be a greater focus on imported and irregular fruits as players look to manage local supply pressures.

Sales of nuts stagnated in 2025 as gains in the foodservice channel were cancelled out by an ongoing decline in retail volume terms. Rising prices and a declining population have put pressure on retail sales, although the health claims of nuts has ensured they still offer some potential. Foodservice sales continued to benefit from an uptick in tourism and consumers starting to socialise more frequently again, with trends such as acai bowl also adding some growth momentum to the category.

Total volume sales of fish and seafood declined in 2025 as rising prices and a growing demand for convenient meal solutions put pressure on retail volume sales. Consumers are increasingly looking for packaged food that can be quickly prepared with minimum mess or bad smells, with frozen fish and seafood winning favour. Foodservice sales continued to see a slow recovery buoyed by an uptick in tourism. Despite challenges, increased concerns around health and sustainability still offer some room fo

Sales of Asian speciality drinks have declined in 2025 as price hikes have put pressure on demand. Other challenges include Japan’s rapidly declining birth rate which is reducing the target audience for Asahi’s dominant Calpis brand. In an effort to remain relevant, leading players such as Asahi and Suntory are focusing on efforts to reach a wider audience, including introducing and promoting healthier products.