Sports drinks in Japan is anticipated to face challenges achieving off-trade volume growth over the forecast period 2024-2029. While these beverages are recognised as effective for hydration, they are encountering stiff competition from other hydration options, such as bottled water, RTD tea, and even snacks.
Products that effectively manage health are gaining traction in the Japanese market, particularly those that can strongly emphasise this aspect. The leading brand in sports drinks, Aquarius from Coca-Cola, launched a new product called New Water in April 2023, which boasts that it is free from sugar and calories.
In Japan, due to the ageing population, the older generation makes up a significant proportion of the population, and perhaps surprisingly, they have a high participation rate in sports activities. According to a survey in December 2022 by the Japan Sports Agency, under the Ministry of Education, Culture, Sports, Science and Technology, the percentage of individuals aged 20 and over who engaged in sports at least once a week was 52%.
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Understand the latest market trends and future growth opportunities for the Sports Drinks 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 Sports Drinks 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.
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
See all of our definitionsThis report originates from Passport, our Sports Drinks research and analysis database.
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