Looking ahead to the next five years, despite the projected decrease in Japan’s population, retail volume sales of breakfast cereals are expected to see a slight rise, with a higher increase in retail current value terms as prices continue to rise. Retail volume and current value growth are expected across all categories, with hot cereals expected to see a halt to the consecutive declines seen in 2022 and 2023, as sales stabilise and players pursue the “rice-ification” trend.
As people return to their pre-pandemic lifestyles, and lives become busier, RTE cereals that require nothing more than a splash of milk are likely to be valued, as they offer a quick and nutritionally balanced meal. These cereals align with the consumer trend of prioritising time efficiency, known as taipa, which abbreviates “time performance” in Japanese.
Consumers’ health-consciousness and interest in nutrition have been growing since before the pandemic. With the advent of COVID-19, the health and wellness trend accelerated as people strove to mitigate the risk of infection and manage weight gain due to decreased physical activity during home seclusion.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Breakfast Cereals 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.
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
See all of our definitionsThis report originates from Passport, our Breakfast Cereals research and analysis database.
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