Now Available: Coffee in Japan

In Japan, tea had long been consumed more than coffee, as people tended to socialise with family and friends over tea rather than coffee. However, the wider expansion of coffee specialists in Japan means that more consumers have come to feel familiar with drinking coffee socially. The innovations introduced by manufacturers amid the continuous home cafe trend during the review period, exemplified by an increasing presence of pod systems and stick-type instant coffee, also contributed to the greater numbers of consumers who now drink coffee at home. As the number of coffee drinkers continues to rise, off-trade value sales of coffee increased by 1% in 2013.

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Competitive Landscape

Nestle maintained its leading position in coffee in 2013, with an off-trade value share of 33%. Nestle increased its sales both in off-trade volume and value terms in 2013, thanks to the successful introduction of "regular soluble coffee" under instant coffee. Regular soluble coffee is made by freezing and drying the liquid coffee together with crushed coffee beans, which purportedly make it taste fresher and richer. Nestle has now changed all its instant coffee products into regular soluble coffee and decided not to label as instant coffee any more. However, since fresh coffee is called regular coffee in Japan, the coffee industry objected strongly, out of concerns that consumers might be confused between "regular soluble coffee" and "regular coffee". Despite the industry's objection, Nestle has continued to label its products as regular soluble coffee, and consumers appear to prefer the taste.

Industry Prospects

Barriers to drinking coffee are likely to be further dispelled during the forecast period. The increased popularity of freshly-brewed coffee at convenience stores will contribute to the increasingly positive consumer perception towards coffee. That said, rising retail prices of coffee due to the tax increase and a weaker yen are likely to discourage consumers from purchasing coffee. Coffee is expected to shrink marginally, both in off-trade volume and constant value terms over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Coffee industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Coffee industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Coffee in Japan market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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