Original content
Japan’s yogurt market has grown substantially over the past five years, driven by a rising consumer preference for healthier, more convenient food options, and the increasing influence of Western dietary trends. Statista reports that the Japanese yogurt market is projected to reach USD 335.80 million by 2024, a significant 109.09% increase compared to 2020. This market is further expected to continue its upward trend with a compound annual growth rate (CAGR) of 14.41%, potentially reaching approximately USD 658.20 million by 2029.
Figure 1: Japan’s Yogurt Market Value from 2020 to 2029
One of the primary drivers of Japan's yogurt market is the growing consumer awareness of health and wellness. According to global market research and consulting firm Credence Research, government surveys in Japan highlight a rising trend of consumers prioritizing nutritious food options. Yogurt is one such nutritious food, widely recognized for its health benefits, providing essential nutrients such as calcium, phosphorus, zinc, B vitamins, and high-quality protein, alongside its probiotic content, as noted by The Dairy Alliance. This nutritional profile has significantly boosted yogurt's appeal among health-conscious consumers in Japan. Additionally, Japan’s national health campaigns promoting healthier lifestyles have further enhanced yogurt's popularity as a nutritious snack or meal component.
The growing demand for convenience foods is another key factor driving the expansion of Japan's yogurt market. This trend is largely attributed to the busy lifestyles of many Japanese people, particularly those living in urban centers like Tokyo. According to Credence Research, government labor statistics reveal that many Japanese workers face longer working hours and extended commute times, creating a need for quick and nutritious meal solutions. Being convenient and healthy, yogurt has become a popular choice among consumers seeking efficient meal or snack options in their fast-paced lives.
The increasing influence of Western dietary habits has also fueled the growth of yogurt consumption in Japan. In Western cultures, yogurt is commonly consumed as a snack, dessert, or breakfast item, a habit that has gradually shaped global eating patterns, including in Japan. Due to this situation, Japanese consumers are now exposed to a wider variety of yogurt products and new consumption trends, such as using yogurt in smoothies, desserts, and even savory dishes. Consequently, yogurt has evolved from a niche product to a mainstream staple enjoyed by a large number of the population. Additionally, the growing number of expatriates and tourists in Japan has further boosted demand as these groups seek familiar yogurt products.
As the Japanese yogurt industry adapts to evolving consumer tastes and market drivers, manufacturers have consistently introduced new products and innovative flavors to remain competitive. In 2024, this trend has resulted in numerous yogurt product launches and relaunches, with brands striving to enhance their products’ nutritional profiles. These efforts aim to meet the growing demand for healthier options while catering to the fast-paced lifestyles of Japanese consumers.
Morinaga Milk Industry, one of Japan’s leading dairy companies, launched Morinaga Aloe Yogurt W on October 1, 2024. This is one of the products under the Morinaga Aloe Yogurt series, which was launched in Dec-94. This new functional food offers dual benefits, promoting skin moisturization and improving the intestinal environment while maintaining the same delicious taste of Morinaga Aloe Yogurt. This product contains inulin, a dietary fiber that enhances gut health by increasing beneficial bifidobacteria and supports skin hydration and elasticity. Morinaga Milk Industry indicates that the growing consumer interest in edible skincare solutions drove this product innovation. It is also worth noting that the product aligns with Morinaga’s “Medium to Long-Term Sustainability Plan 2030” goal of contributing to global health by developing innovative, health-conscious foods.
Figure 2: Morinaga Aloe Yogurt W
Megmilk Snow Brand, a prominent Japanese dairy company, also launched and relaunched several yogurt products in 2024. On October 1, 2024, the company introduced two new offerings: the Megumi Lactobacillus gasseri SP Strain Yogurt Plain Sweetened, a spoonable yogurt, and the Megumi Lactobacillus gasseri SP Strain Yogurt Drink Type Strawberry, a drinkable variant. These products feature Lactobacillus gasseri SP Strain, a beneficial lactic acid bacteria recognized for its health advantages, including immune regulation and protection against bacterial and viral infections (Tianhua He et al., 2023). Additionally, Megmilk Snow Brand highlights the potential of these products to reduce visceral fat in obese individuals and improve intestinal health, appealing to health-conscious consumers. The first yogurt is marketed as plain sweetened, while the second incorporates strawberry flavor, which is particularly popular in Japan.
Figure 3: Megumi Lactobacillus gasseri SP Strain Yogurt Drink Type Strawberry
In addition to the new launches, Megmilk Snow Brand relaunched several yogurt products on October 1, 2024. One notable product is the Daily Bone-Strong High Protein Yogurt MBP®, designed to support bodybuilding and overall strength. This high-protein yogurt contains 8 grams (g) of protein, 20 milligrams (mg) of Milk Basic Protein (MBP®), a unique protein derived from the company's proprietary ingredient, and provides half the daily requirement for calcium, vitamin B6, and vitamin D. Other relaunched products include Megumi Lactobacillus gasseri SP Strain Yogurt Aloe, Megumi Lactobacillus gasseri SP Strain Yogurt Drink Type Berry Mix, and Megumi Bifidobacterium SP Strain Yogurt, further expanding the brand's diverse yogurt offerings.
Figure 4: Daily Bone-Strong High Protein Yogurt MBP®
Japan's yogurt market is set for significant growth in the coming years, fueled by strong consumer demand for healthier products and the increasing influence of Western-style eating habits. This trend is expected to result in several product launches and a diverse array of offerings within the market. Consequently, competition is expected to intensify as numerous domestic and international brands vie for consumer attention, leading to potential market saturation. Flavored yogurts, particularly those featuring strawberries, aloe, and berries, are anticipated to continue gaining popularity. Additionally, plant-based yogurt options will likely gain traction as more consumers adopt vegan, lactose-free, or flexitarian diets. Manufacturers should closely monitor consumer trends and innovate their product offerings accordingly to maintain competitiveness.
Read more relevant content
Trade4go
Dec 12th, 2024Recommended suppliers for you
What to read next
