19 August, 2025 – Looking at how consumers approach food and beverage products in Japan calls for first looking at different types of influences on consumer demand. Innova Market Insights considers 39 different categories of food and beverages and then divides them into a few groupings: beverages, select everyday staples, components of meal preparation, snacks and treats, and plant-based and special diets. Innova also spots opportunities for the future.
Global Factors Influence Japanese Food Trends
Japanese consumers are concerned with and impacted by several factors. The first is the environment. Consumers globally are most concerned about planetary health. Climate change affects more and more people, and its impacts affect personal health, food availability and security, and personal and global economies. The second factor is health and wellbeing. The world’s population is getting older, rates of obesity are going up, and a global mental health crisis is taking place. This pressurizes healthcare systems around the world. The economy also affects Japanese consumers. The growth of the global economy is modest and could turn downward. Consumers globally are highly concerned about the economy and their job security. One-third of Japanese consumers report in consumer trends research that they worry about accessing affordable food and getting good healthcare.
This changing and challenging global environment pushes consumers to focus on their personal concerns around finances, health, and security of their personal data. Consumers want security and reassurance that they will be okay. They expect food and beverage brands to be honest and transparent. Technology can threaten job security and privacy, but it also can help solve global challenges and improve the way consumers live, work, and take care of their health.
Several Drives of Japanese Consumer Behavior
Food trends in Japan show that health and nutrition is a key driver of Japanese food and beverage behavior. Consumers want products that have health benefits. These can include high protein, high fiber, real and natural ingredients, and lower sugar and fat. Products also have to be safe. In food industry in Japan, growing categories with better-for-you functional offerings include sports nutrition, meat substitutes, dairy alternatives, breakfast cereals, and snacks. Another driver in Japan is taste and flavor. These influence Japanese consumer behavior more than other product features. Impacted categories include dairy products, meat products, snacks, and components for preparing meals. Taste preferences in Japan are evolving as consumers try to balance health, indulgence, flavor, and enjoyment. Japanese consumers want products that are safe – no artificial flavors and colors, along with real ingredients – and natural. Japanese consumers are willing to try products that are safe and natural. Cost and value affect food and beverage purchase patterns for Japanese consumers. Cost is especially influential when Japanese consumers purchase staples, meal components, and dairy alternatives particularly when faced with budget limits while still seeking value and quality.
Japanese Trends in Beverages
When considering beverage, Japanese consumers are both mindful and indulgent. Cost and taste/flavor matter in alcoholic beverages, as does indulgence. When shopping for non-alcoholic alternatives, Japanese consumers look for indulgence plus safety. Beverage trends in Japan indicate that health becomes a greater influence in choosing soft drinks and is a key motivator behind Japanese purchases of bottled water. Cost considerations and budget constraints are negatively impacting Japanese consumer purchases of juices, juice drinks, and smoothies. In hot drinks, consumer trends research shows that Japanese consumers care about cost, taste, flavor, and shelf life, plus indulgence and the desire to make conscious choices.
Considerations for Staple Food and Beverage Items
Food trends in Japan reveal that bread and bread products are an everyday staple in Japan. Japanese consumers consider health and indulgence, and cost, taste, flavor, and lifestyle drive consumption. In food industry in Japan, taste, flavor, and cost are joined by health as drivers of breakfast cereals purchases. Product safety is vital for dairy products. Dairy demand, which is below the global average, also is affected by health features such as more protein and less sugar and fat, and by flavor. The theme of product safety carries over to purchases of fish, seafood, meat, and poultry, which also appeal when they have real ingredients and natural ingredients. Other factors influencing Japanese consumption are freshness, taste and flavor, and protein content. However, for these staple items, cost is a major focus and Japanese consumers rank below the global average for taste and flavor, freshness and shelf life, health benefits, brand reputation, and convenience.
Influences on Purchases of Meal Components
Japanese consumers balance safety and indulgence when buying meal components. They favor dips and savory spreads, where they consider taste, flavor, and cost. In both savory and sweet spreads, Japanese consumers look for less fat and sugar in products that are both indulgent and safe. Safety and indulgence carry over into purchases of ready meals, where health benefits also matter to Japanese consumers. According to consumer trends research, Japanese consumers exceed global averages for the value of indulgence.
Balancing Flavor and Health in Snacks and Treats
Japanese consumers are eating more snacks and treats and try to balance cost, taste, flavor, and health. Health benefits, including low sugar, also capture the attention of Japanese purchasers of cereal bars and energy bars. The desire among Japanese consumers for sweet biscuits and cookies with reduced sugar, low sugar, or no sugar opens the door for expansion of sugar reduction in additional categories.
Looking for Health in Plant-Based and Special Diets
Consumer research trends show that Japanese consumers are interested in health, and this is driving plant-based products and food and beverage products for special diets. Compared to the global average, Japanese consumers are strong purchasers of sports and functional nutrition products. Flavor and cost impact consideration of meat substitutes and dairy alternatives.
What’s Next in Japanese Food and Beverage Consumer Trends?
Health-consciousness is essential so Japanese food and beverage products should combine functional benefits with indulgence. Examples include snacks with added protein, rich desserts low in sugar, and vitamin-fortified dairy alternatives. Natural ingredients and claim labels can combine health with enjoyment. Taste and flavor are also key influences in the food industry in Japan. They can be modernized with modern twists on traditional Japanese flavors. This can attract the adventurous Japanese consumer and the established one. Umami-rich ingredients and contrasts in texture can be appealing. Be sure products are safe, natural, clean label, and transparent. Processing should be minimal. Manufacturers need to communicate these features to gain the confidence of Japanese consumers. Make premium products convenient and affordable through portion control and multiple benefits. These can include nutritious ready meals, value packs that deliver health benefits, and affordable, tasty, safe meat substitutes and dairy alternatives.
This article is based on Innova’s Category Growth Drivers in Japan report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more