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Tea in Japan

Publisher Euromonitor International
Published Nov 10, 2025
Length 24 Pages
SKU # EP20589377

Description

In 2025, tea in Japan saw a resurgence to retail value growth, driven by price increases, although retail volumes continued to decline. Green tea declined slightly, while other tea and fruit/herbal tea saw growth due to their health benefits and cost-effectiveness. An increasing number of players have been launching cold brew teas to take advantage of longer summers. Retail e-commerce has been gaining traction, although supermarkets remained the leading distribution channel. Value growth is set...

Euromonitor International's Tea in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, Other Tea.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tea market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

24 Pages
Tea in Japan
Euromonitor International
November 2025
List Of Contents And Tables
TEA IN JAPAN
KEY DATA FINDINGS
2025 DEVELOPMENTS
Although retail volumes continue to decline, value sales rebound to growth
INDUSTRY PERFORMANCE
Return to growth, although green tea fails to rebound
Fruit/herbal tea sees the strongest increase due to wide product range
WHAT’S NEXT?
Value growth anticipated, but shifts expected in consumption and product formats
Continued renaissance for tea in the foodservice channel
Rising health awareness set to boost demand for non-caffeinated and functional tea
COMPETITIVE LANDSCAPE
Leading player ITO EN adapts to climate change with the launch of cold brew tea
Second-placed Mitsui Norin expands its product range
CHANNELS
Supermarkets maintains its lead, but consumers value the convenience of retail e-commerce
Foodservice sees notable development due to changing trends
CATEGORY DATA
Table 1 Retail Sales of Tea by Category: Volume 2020-2025
Table 2 Retail Sales of Tea by Category: Value 2020-2025
Table 3 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 4 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 6 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 7 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 8 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
HOT DRINKS IN JAPAN
EXECUTIVE SUMMARY
Price increases drive retail value growth and volume decline
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Retail value growth along with volume decline as costs and prices rise
Constant rises in coffee prices leads to frustrated consumers and declining volumes
The narrowing premiumisation window
Wellness in a chaotic world
WHAT’S NEXT?
Continued value growth expected as functional products highlight health benefits
Catering to the ageing population will be crucial
COMPETITIVE LANDSCAPE
Nestlé Japan maintains its lead through constant product development
Kataoka Bussan sees dynamism thanks to its functional variant
CHANNELS
Supermarkets remains the leading channel for sales of hot drinks
Convenience and subscriptions drive continued growth for retail e-commerce
Foodservice volumes continue to rebound
MARKET DATA
Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 13 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 14 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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