Japan Water Enhancer Market-Growth, Trends, and Forecast (2020-2025)

Japan Water Enhancer Market is projected to reach a CAGR of 4.78% during the forecast period 2020-2025.

• The Japanese water enhancer market is consolidated, with a present focus on the health segment. The major drivers for the industry are a declining population, lower production levels and consumer concerns about food safety.
• Furthermore, the average Japanese consumer is described as having high standards and expectations, expecting incessant product innovation with a high interest in the brand and integrity of the supply chain.

Key Market Trends

Significant Expansion of the Consumer Base for Functional Beverages Drives the Market

The unhealthy way of living lays a severe impact on consumers and hence, draws attention towards health-improving foods & beverages in Japan. Marketers are directing their strategies towards health-conscious consumers, with their ‘add on the go/packaged’ water enhancer drops/powders. Furthermore, consumers opt for mini-bottles of water drops, concentrated flavor enhancers that instantly transform plain water into a value-added drink, as these drops are claimed to contain health-based ingredients. The shift in consumer preference for nutrient enabled functional drinks from Carbonated Soft Drinks (CSD) increases the potential demand for water enhancers in Japan.

Supermarket/ Hypermarket holds a Significant Share

The supermarket is the obvious local way for water enhancers and other basic food supplies. Supermarkets make up the largest single market for the sale of water enhancers. Supermarkets and Hypermarkets, since they appeared, have played an important role in food and functional beverage distribution. The distribution model through this retail channel is widely accepted by both companies and consumers, due to the increasing consumer interaction with the premium shopping experiences in such retail formats. With an increasing number of consumers already rejecting carbonated soft drinks for health reasons, hypermarket and supermarket shelves have started to flood with healthy water enhancers.

Competitive Landscape

Kraft Foods (Mio) and Dyla LLC are the market leaders in this segment. Nestlé’s Nestea water enhancer and other player brands, like Otsuka Pharmaceutical Co., Ltd are some of the dominant brands, which have received consumer acceptance. These products are being positioned on the front shelves in retail markets and next to the bottled water category to drive sales.

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