Over the next five years, forecasts for overall tea in Japan indicate a continuous slight decline in retail volume terms, although in retail current value terms it is expected to experience a modest increase. However, the largest category, other tea, is projected to maintain growth by both measures through to 2027, due to the ongoing demand for mineral-rich barley tea, driven by the persistent heat and humidity experienced in recent summers.
As tea faces challenges such as population decline and a shift towards ready-to-drink (RTD) tea in Japan, manufacturers are expected to launch new products which create fresh consumption occasions for tea. For instance, with climate change leading to prolonged summers, many companies are recognising opportunities in the cold brew iced segment.
Consumer health consciousness and interest in nutrition were on the rise even before the pandemic. As COVID-19 impacted Japan, this trend accelerated, with many people striving to mitigate the risk of infection while also worrying about potential weight gain due to reduced physical activity during home confinement, including remote working.
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Understand the latest market trends and future growth opportunities for the 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 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.
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
See all of our definitionsThis report originates from Passport, our Tea research and analysis database.
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