Drinking Milk Products in Japan - New Market Research Report

Despite the decline in the Japanese population, drinking milk products will increase by 1% in current value terms in 2014, to reach ¥803.6 billion. While overall cow’s milk will decline in both volume and value terms in the year, value growth in flavoured milk drinks and non-dairy milk alternatives will contribute to the overall category’s value growth. Even among cow’s milk, some premium milk and fortified/functional milk products will increase in sales.

Competitive Landscape

Meiji Co Ltd will remain the leading company in drinking milk products in Japan in 2014, with a 12% value share. The company’s position has been supported by strong sales of Meiji Oishii Gyunyu, which is made of specially selected fresh milk and uses patent-protected special processing technology that preserves the natural taste of fresh milk. The company also leads innovation in drinking milk products. In February 2014, it was given a new technology and food development award for Meiji Sports Milk, which was launched in March 2013 in response to a rise in the number of consumers who engage in walking, cycling and jogging. Meiji Sports Milk is a low-fat milk specially designed for people who like doing sports, and it contains twice the normal amount of milk protein, which is effective for helping consumers to develop strong muscles. Meiji Sports Milk is considered to have a refreshing, simple taste, allowing consumers to drink a large amount after doing sports, which has also supported its success.

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Industry Prospects

Drinking milk products is expected to see negligible change in constant value sales over the forecast period, with a marginal value CAGR at constant 2014 prices being projected, due to the strong penetration of milk in Japanese consumers’ diets. While the consumption of milk is expected to fall due to the declining population, fortified/functional milk products and drinking milk products in the new packaging will continue to increase their presence in the category. As the number of single people, couples without children, and elderly people is expected to rise constantly over the forecast period, paper cartons with plastic closures are expected to be mainstreamed into drinking milk products to replace the regular gable top packaging.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Drinking milk products 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 Drinking milk products industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.



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