In 2025, the gum market in Japan faces a downturn, largely influenced by research findings that indicated the ingestion of microplastics through gum consumption. This revelation, particularly in the latter half of the year, has led to a significant slump in sales. The market had previously seen a rebound in 2023 and 2024, driven by an increase in pedestrian traffic, but the negative impact in 2025 has been unavoidable. The bulk of Japan's gum market consists of chewing gum, with the bubble gum s

In 2025, both the volume and value of Japan's sugar confectionery market are expected to increase, continuing the growth trend from 2024 despite a declining population. This positive trajectory is largely being driven by the success of new categories such as gummies and jellies, and the ongoing popularity of mints. The Japanese sugar confectionery category is characterised by a vast array of SKUs, with new products and concepts continuously emerging. Notably, gummies, mints, and medicated confec

Value sales of chocolate confectionery are set to increase in Japan in current terms in 2025. As global cocoa prices soar, the cost of chocolate products in Japan has also increased, prompting consumers to shift towards alternative sweet treats such as chocolate-coated biscuits. Despite a decline in volume sales during 2024 and 2025, value sales have seen an upward trend due to higher unit prices. Within this changing market, tablets – which are relatively low-priced items with a high chocolate

Retail value sales of savoury snacks are set to rise in Japan in current terms in 2025. During the year, the Japanese savoury snacks market is facing a peculiar trend due to the country's population decline. While the volume of savoury snacks sold is slightly decreasing, the value is performing well, indicating a shift towards higher-priced products. Amongst salty snacks, categories such as potato chips, puffed snacks, and rice snacks dominate the market. Despite the overall decline in volume, a

Despite a decrease in the population, the Japanese sweet biscuits, snack bars and fruit snacks market showed resilience in 2024, but as a reaction to the previous year's performance, 2025 is set to witness a slight decline in volume terms. Amidst rising consumer spending difficulties, snacks that are filling, such as chocolate-coated biscuits, have been well-received in terms of both volume and value. However, the continuous depreciation of the yen has led to increased costs for imported ingredi

Retail value sales of snacks are set to rise in current terms in Japan in 2025, though retail volume sales are expected to fall. In Japan, the economic landscape presents a unique challenge for consumers and manufacturers alike. According to Euromonitor's Economies and Consumers data, the median disposable income per household in Japan has shown minimal growth, with an increase of only 1.0% in 2024 and an anticipated 1.7% in 2025 in current terms. Despite these slight increases, the real picture

Despite a declining population, Japan's ice cream market has demonstrated remarkable resilience, showing an increase in both volume and value in 2024, with expectations of continuing this upward trend in 2025. This growth occurs in the context of several price hikes during the review period, driven by a stable increase in domestic demand for dairy products while raw milk production has not significantly risen. The inflation effects, which became notably impactful from 2022 onwards, have been com

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

Volume sales of cigarettes in Japan continued to decline in 2024 for the twelfth consecutive year. Although cigarettes remains the largest category in tobacco, holding over half of the sales value, population decline, health awareness, and regulations on smoking areas are exerting downward pressure on sales. Japanese consumers perceive heated tobacco as less harmful to health than cigarettes. Furthermore, increased consumer sensitivity to the smell of tobacco has also facilitated the adoption of

The shift from cigarettes and cigarillos to heated tobacco continued in Japan in 2024. The perception that heated tobacco is less harmful than combustible products, combined with its low odour, is encouraging more local consumers to make the switch.

Cigarillos experienced dynamic growth in Japan from 2016 to 2020, largely due to preferential taxation. Cigarillos, commonly referred to as “little cigar” in Japan, were classified as cigars under the Japanese taxation system at that time, which meant they were subject to lower taxes than cigarettes. A pack of cigarillos sold for around JPY 270 to JPY 410, making it 20 to 50% cheaper than a pack of cigarettes. Manufacturers exploited a loophole in the taxation system, producing and promoting cig

Heated tobacco, the largest subcategory in smokeless tobacco, e-vapour products and heated tobacco, has seen continuous growth in Japan as many smokers shift away from cigarettes due to their harmful impact on health. Moreover, the fact that it is low-odour means that some consumers choose heated tobacco for the sake of their families and neighbours, particularly in small urban dwellings. The lower tax rate compared to cigarettes is also a significant driver for heated tobacco sales.

Total volume sales of beer sales saw a further decline in Japan in 2024. The major reason for decline was the falling volumes of economy lager, which had been the largest category in 2023. This category was impacted by the reformation of the liquor tax regime in Japan, enforced from October 2020. According to the reformation, the tax rate for “beer” as defined by the Japanese liquor tax regime, which is categorised under premium lager and mid-priced lager under Euromonitor definitions, was lower

Total volume sales of cider/perry decreased in Japan in 2024. The category grew significantly in 2019 and 2020, due to Mercian's entry into the market in 2019 with the launch of cider from its Oishii Sanka Boushizai Mutenka Wine brand, and increased demand for home drinking due to the pandemic in 2020. However, since off-trade sales account for three quarters of total volumes in this category, it declined in 2023 and 2024 due to a decrease in demand for home drinking as a result of the return to

Although the impact of price hikes resulted in positive growth for alcoholic drinks in Japan in total value terms in 2024, total volume sales continued to see a slight decline, due to the declining population, and Japan being one of the fastest ageing populations globally.

In 2024, total volume sales of spirits decreased in Japan. While on-trade volume sales continued to rise as consumers returned to dining and drinking outside the home post-pandemic, sales failed to return to anywhere near the pre-pandemic level. Meanwhile, off-trade volume sales continued to fall, partly due to the growth of on-trade sales, and also due to a move by some consumers towards lower alcohol drinks, or non-alcoholic beverages. In particular, the fall in off-trade sales was driven by t

Total volume sales of wine declined in Japan in 2024. In 2023 and 2024, major players such as Kirin Brewery Co Ltd and Takara Shuzo increased their product prices as a result of soaring materials prices and tax reformation. As a result, some consumers shifted from wine to RTDs, and a lesser extent beer, with consumers becoming increasingly thrifty in an inflationary environment.

Total volume sales of RTDs saw a solid increase in Japan in 2024, outperforming all other alcoholic drinks categories, with sugar-free products playing a significant role in this upward trend. Increasing health consciousness amongst consumers, especially following the pandemic, and the demand for beverages that can be enjoyed with meals without overshadowing the food's taste, significantly contributed to growth. In addition, the reformation of the liquor tax regime, which took place in October 2

Value sales of spectacles are set to increase slightly in Japan in 2025. Despite a general trend of price increases across various companies, Owndays' campaign, which started in November 2024, eliminating the additional charge for progressive lenses has garnered significant attention in 2025. This move came at a time when other eyewear brands were adjusting their prices due to rising labour costs and raw material expenses. For instance, the eyewear brand, Zoff, implemented a price increase in Ma

Sales of eyewear are set to rise in both volume and value terms Japan in 2025. The country is seeing an increase in the population suffering from myopia. There is particular concern about the rising rates amongst children due to longer screen times and reduced outdoor activities. Adults are similarly affected by longer time spent looking at screens, including smartphones. From the eye protection point of view, the intense heatwave of 2024 heightened awareness regarding the protection of eyes fro

Value sales of contact lenses and solutions are set to increase in Japan in 2025. Since around 2023, there has been a noticeable trend of price increases amongst contact lens manufacturers. The primary reasons for these hikes include rising costs of raw materials, manufacturing, logistics, and labour. In addition, the strong performance of premium products, which are priced higher, has also contributed to this trend. In Japan, contact lenses have become everyday essentials for many consumers, le

Value sales of sunglasses are set to increase in Japan in 2025. As the use of sunglasses becomes more commonplace for both fashion and functionality, the potential importance of such products in everyday life is increasingly being recognised. In Japan, the adoption of sunglasses for daily use reached 11.4% in 2025, according to Euromonitor’s Voice of the Consumers: Health and Nutrition 2025. Although this percentage is lower than the global average of 25.8%, it marks the highest usage rate in Ja

The briefing examines how the business services industry is performing globally and in the largest countries in terms of business services output. The report also provides data for production, market size, imports, exports, industry costs, industry profitability and number of companies.

Video games in Japan saw a decline in value sales in 2024, largely due to inflation and its impact on consumers’ purchasing power. However, video games software experienced growth, especially online games and subscriptions. The category remained highly fragmented, with various mobile games being popular, driven by the success of well-known franchises and the gambling gacha system. Retail e-commerce was the leading sales channel, with platforms like Steam playing a key role.