Fruit and Vegetable Juices in Japan 2012
Executive Summary
Japanese consumers are becoming increasingly conscious of their own wellness, driven by media promotions emphasizing one's own responsibility for health. The Japanese population is also aging as a whole, contributing to a burgeoning number of consumers who are actively seeking to educate themselves regarding health matters and related food products.
Along with the trend toward even greater health-consciousness, many companies are finding that older demographics represent the majority of their clientele. In both instances, fruit and vegetable juice manufacturers are adapting their products accordingly, developing products that address the particular needs and concerns of this market.
Japan was the third-largest market in the world for fruit and vegetable juices in 2011, with off-trade* value sales of US$9.8 billion, following the United States (US$15.9 billion) and China (US$15.7 billion). Despite this, per capita consumption of fruit and vegetable juices by volume is significantly lower in Japan than many other countries.
In 2011, the category of juice drinks (with up to 24% juice) grew by over 10% in both off-trade value and volume sales over the previous year. However, the other fruit and vegetable juice categories all experienced negative or slowing growth. This is largely due to limited innovation in the sector, which has constrained the sector's ability to attract new consumer markets.
