Health and Wellness in Japan

Transcription

1 Health and Wellness in Japan Customer Service Hotline: Page 1 of 15

2 一 调研说明中商情报网全新发布的 Health and Wellness in Japan 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Health and Wellness in Japan 出版日期 Sep 2010 报告格式 PDF 电子版或纸介版 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 二 报告目录 About this report : This market report provides market trend and market growth analysis of the Health and Wellness indu stry in Japan. With this market report, you ll be able to explore in detail the changing shape and potent ial of the industry. You will now be able to plan and build strategy on real industry data and projection s. The Health and Wellness in Japan market research report includes: Analysis of key supply-side and demand trends Detailed segmentation of international and local products Customer Service Hotline: Page 2 of 15

3 Historic volumes and values, company and brand market shares Five year forecasts of market trends and market growth Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: What is the market size of Health and Wellness in Japan? What are the major brands in Japan? Were the sales of health and wellness affected by the global recession? What functional ingredients in food and drinks are in fashion in Japan? Is the organic movement still growing? Are weight management food and drinks driven by product reformulation? Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Economic recession has a negative impact Global economic recession originating from the US subprime mortgage crisis severely hindered the Ja panese economy throughout the review period. The market for health and wellness packaged food and beverages also experienced a tough time. Although the organic and better for you (BFY) packaged fo od and beverage markets grew positively even in this severe economic environment, the fortified/funct ional (FF) and naturally healthy (NH) food and beverage markets shrunk. Consequently, the overall m arket for health and wellness packaged food and beverages declined in current value terms in Manufacturers capitalise on health awareness created by metabolic syndrome checking system During the review period, the number of people concerned about obesity dramatically increased due to the implementation of the metabolic syndrome checking system in April Consequently, dema nd for healthy food and drinks with less sugar and/or fat increased. In order to capitalise on these grow th opportunities, manufacturers enthusiastically launched such products during the review period. The Japanese government is currently trying to make people even more aware of obesity and its associated Customer Service Hotline: Page 3 of 15

4 health risks. It is predicted that consumer demand for healthy food and beverages will continue to gro w over the forecast period. Further potential for growth in Food for Specified Health Use (FOSHU) The Food for Specified Health Use (FOSHU) system of approval increased in popularity among consu mers, as strong awareness, confidence and trust helped solidify the reputation of products approved un der this scheme. Food for Specified Health Use products are officially approved by the Ministry of He alth, Labour and Welfare in terms of their effects on human health such as reducing blood pressure. M anufacturers saw considerable potential in Food for Specified Health Use and launched a variety of a pproved products during the review period. Leading players are soft drinks companies Soft drinks manufacturers maintained their leading positions in Suntory Holdings held the large st share by maintaining its strong position in the health and wellness bottled water and RTD tea sector s. The second ranked player, Coca- Cola (Japan) Co Ltd, significantly increased its sales of naturally healthy (NH) natural mineral water d ue to the successful launch of its I- lohas brand. Ito En maintained third position in 2009, having increased sales of naturally healthy (NH) natural mineral water due to the company winning the sales and distribution rights for Evian in April Marginal growth forecast for total market Although the Japanese economy showed some signs of recovery, with growth of stock prices in the lat ter half of 2009, the negative impact of the economic recession is expected to hinder the market for he alth and wellness packaged food and beverages over the forecast period. Accordingly, the overall mar ket for health and wellness packaged food and beverages will remain at around the current level of 6, 400 billion over the forecast period. Table of Contents : Health and Wellness in Japan - Industry Overview EXECUTIVE SUMMARY Economic recession has a negative impact Manufacturers capitalise on health awareness created by metabolic syndrome checking system Further potential for growth in Food for Specified Health Use (FOSHU) Customer Service Hotline: Page 4 of 15

5 Leading players are soft drinks companies Marginal growth forecast for total market KEY AND DEVELOPMENTS Economic recession stopped growth in its tracks Metabolic syndrome checking system stimulates demand for healthy food and drinks Booming market for food offering specific health benefit Growing consumer concern for food safety MARKET DATA APPENDIX National Legislation Advertising Retail Distribution DEFINITIONS Summary 1 Research Sources Health and Wellness in Japan - Company Profiles House Foods Corp - Health and Wellness - Japan STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND COMPETITIVE POSITIONING Summary 4 House Foods Corp: Competitive Position 2009 Ito En Ltd - Health and Wellness - Japan STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND COMPETITIVE POSITIONING Summary 7 Ito En Ltd: Competitive Position 2009 Morinaga Milk Industry Co Ltd - Health and Wellness - Japan STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND COMPETITIVE POSITIONING Summary 10 Morinaga Milk Industry Co Ltd: Competitive Position 2009 Suntory Holdings Ltd - Health and Wellness - Japan Customer Service Hotline: Page 5 of 15

6 STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND COMPETITIVE POSITIONING Summary 13 Suntory Holdings Ltd: Competitive Position 2009 Yakult Honsha Co Ltd - Health and Wellness - Japan STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND COMPETITIVE POSITIONING Summary 16 Yakult Honsha Co Ltd: Competitive Position 2009 Better For You Beverages in Japan - Category Analysis In 2009, sales of better for you (BFY) reduced caffeine beverages marginally declined by 0.1%. How ever, sales of better for you (BFY) reduced sugar beverages enjoyed substantial growth of 11%. Accor dingly, overall sales of better for you (BFY) beverages grew by 9% and reached 117 billion in Sales of better for you (BFY) beverages are dominated by Coca- Cola (Japan) Co Ltd and Suntory Holdings Ltd with 51% and 21% shares, respectively. These two co mpanies are active heavily in the reduced sugar carbonates market. Coca- Cola (Japan) Co Ltd markets its strong brands Coca- Cola Zero, Fanta Zero and Sprite Zero through its nationwide distribution networks. Coca- Cola (Japan) Co Ltd is particularly strong in vending machine sales channels because the company ow ns around 9.8 billion vending machines which account for approximately 36% of total vending machin es in Japan. Suntory Holdings Ltd has Pepsi Nex and Diet Pepsi. It was Suntory rather than PepsiCo th at mainly supported the development of Pepsi Nex because Suntory wanted to have a carbonated cola drink specifically for Japanese consumers in terms of taste. Suntory also has strong nationwide distrib ution networks covering supermarkets, convenience stores, vending machines and other retail channel s. Sales of better for you (BFY) beverages will continue their growth with a constant value CAGR 2.7 % over the forecast period, mainly driven by increasing demand for reduced sugar and fat products. Customer Service Hotline: Page 6 of 15

7 Better For You Packaged Food in Japan - Category Analysis Despite severe economic recession, sales of better for you (BFY) packaged food rose by 1.7% in Consumers favoured food with less fat and/or sugar content due to their growing concern for health y food. Sales of better for you (BFY) reduced fat packaged food increased by 1.5% in 2009, with bette r for you (BFY) reduced sugar packaged food growing by 2.1% in Domestic manufacturers which specialise in dairy products lead sales of better for you (BFY) packag ed food. Meiji Dairies Corp maintained its leading position with a 10% share in Morinaga Milk Industry Co Ltd ranked in third place with a 5.7% share. Major brands of Meiji Dairies Corp include Meiji (milk), Bulgaria (yoghurt) and Tokachi (cheese). Morinaga s major brands are Morinaga (milk) and Mt. Rainier (flavoured milk drinks). Over the forecast period, consumer demand for healthy reduced sugar/fat packaged food will exceed the negative impact of the economic recession. Sales of better for you (BFY) packaged food will conti nue to grow, posting a constant value CAGR of 2.4% over Food Intolerance in Japan - Category Analysis The market for food intolerance products is still small in Japan. Sales of food intolerance products re ached almost 13 billion in However, the market increased by 1.6% in 2009 due to the growing number of patients suffering from diseases such as diabetes and allergies. In the market for food intolerance products, Morinaga Milk Industry Co Ltd, Meiji Dairies Corp, and Wakodo Co Ltd represent the top three players in food intolerance, due to their strength in lactosefree milk. Morinaga Milk Industry Co Ltd continued to enjoy a strong following for its two brands, M orinaga Nonlacto and Bon Lacto. Over the forecast period, the market for food intolerance products will post a CAGR of 2.8% in cons tant value terms. The number of older consumers will increase and those aged over 65 years will exce ed a quarter of the total population in Consequently, the number of people suffering from diseas es will grow and demand for food intolerance products will increase over the forecast period. Customer Service Hotline: Page 7 of 15

8 Fortified/Functional Beverages in Japan - Category Analysis Due to the severe economic recession, sales of fortified/functional (FF) bottled water, fortified/functi onal (FF) energy drinks and fortified/functional (FF) sports drinks declined by 4.9%, 3.1% and 5.7%, r espectively, in Sales of these three product categories accounted for 71% of overall sales of forti fied/functional (FF) beverages. Accordingly, overall sales dropped by 2.1% in Otsuka Pharmaceutical Co Ltd and Coca- Cola (Japan) Co Ltd hold dominant shares in the fortified/functional (FF) beverages market. The comb ined shares of these two companies amounted to almost 43% in The strong shares of these two c ompanies are sustained by their leading brands in fortified/functional (FF) sports drinks and fortified/f unctional (FF) energy drinks. Otsuka s Pocari Sweat held a 33% share and Coca- Cola s Aquarius a 42% share in the fortified/functional (FF) sports drinks market in In the fortifi ed/functional (FF) energy drinks market, Otsuka s Oronamin C held a 38% share and Coca- Cola s Real Gold almost 13% in Otsuka Pharmaceutical Co Ltd is also strong in the fortified/fu nctional (FF) bottled water market with its Fibe-Mini and Amino Value brands. Over the forecast period, the market for fortified/functional (FF) beverages is expected to contract sli ghtly, having recorded a negative CAGR of 1% in constant value terms. It is expected that sales of fort ified/functional (FF) bottled water, fortified/functional (FF) energy drinks and fortified/functional (FF) sports drinks will continue to fall because of the economic downturn and market maturity. Fortified/Functional Packaged Food in Japan - Category Analysis Sales of fortified/functional (FF) packaged food increased modestly by 1.2% in current value terms i n Although the market for fortified/functional (FF) packaged food has witnessed a growing tren d due to increasing consumer demand for healthy food, several categories in fortified/functional (FF) p ackaged food are relatively mature and economic recession caused demand to decline. Value sales of f ortified/functional (FF) gum dropped by 0.7% in 2009 and those of fortified/functional (FF) standard milk declined by 4% in Consequently, the overall market for fortified/functional (FF) packaged food grew only marginally in Customer Service Hotline: Page 8 of 15

9 Yakult Honsha Co Ltd has the leading share in the fortified/functional (FF) packaged food market. T his increased slightly to over 19% of value sales in 2009, with a more impressive 41% of fortified/fun ctional (FF) yoghurt. The company has a special focus on probiotic drinks with more than 20 function al yoghurt products. The company not only distributes its product through retail chains such as superm arkets and convenience stores but also utilises a direct sales force called Yakult Ladies. There are appr oximately 50,000 Yakult Ladies conducting nationwide sales. Nearly 60% of Yakult s dairy products ( e.g. Yakult, Joie) are distributed by Yakult Ladies. Premium brands of Yakult such as Yakult 400 are s old only via its direct sales channels. It is expected that the fortified/functional (FF) packaged food market will remain largely unchanged i n constant value terms at around 889 billion in The fortified/functional (FF) packaged food ma rket is relatively mature compared to other health and wellness packaged food markets. It is difficult f or manufacturers to launch new products which will significantly stimulate consumer interest. Naturally Healthy Beverages in Japan - Category Analysis Compared to other health and wellness packaged food and beverage markets, the market for naturall y healthy (NH) beverages is relatively mature so that economic recession severely affected the market during the review period. Many sectors of naturally healthy (NH) beverages witnessed market decline although several sectors such as naturally healthy (NH) bottled water showed positive growth rates. C onsequently, the overall naturally healthy (NH) beverages market shrunk by 3.3% in In the naturally healthy (NH) beverages market, Ito En Co Ltd is the market leader. In 2009, its share amounted to 18% in the overall naturally healthy (NH) beverages market. The company specialises in tea drinks. The company s share in the naturally healthy (NH) RTD tea market was 15% in The company also has the leading share of 15% in the naturally healthy (NH) hot drinks market. Moreove r, the company is heavily active in the naturally healthy (NH) natural mineral water market and the nat urally healthy (NH) fruit/vegetable juice market with Evian, Ichinichibun no Yasai and other brands. The market for naturally healthy (NH) beverages is predicted to stagnate over the forecast period. W hile sales of naturally healthy (NH) natural mineral water and naturally healthy (NH) RTD tea are exp ected to increase, those of naturally healthy (NH) hot drinks, naturally healthy (NH) Asian speciality d Customer Service Hotline: Page 9 of 15

10 rinks and naturally healthy (NH) fruit/vegetable juice will fall. Accordingly, overall sales will remain at around 3,500 billion over the forecast period. Naturally Healthy Packaged Food in Japan - Category Analysis During the review period, economic recession discouraged the market for naturally healthy (NH) pac kaged food. Sales of naturally healthy (NH) high fibre rice declined by 0.6% in current value terms in Those of naturally healthy (NH) honey declined by 1.7% in current value terms. Although sales of other naturally healthy (NH) packaged food increased in value terms in 2009, they showed only ma rginal growth rates. Accordingly, the overall market value of naturally healthy (NH) packaged food re corded only slight growth of 0.8% in The naturally healthy (NH) packaged food market is relatively fragmented. The main players are sm all and mediumsized local manufacturers, bakery shops and other retail stores. This competitive situation is particularl y observed in naturally healthy (NH) high fibre bread, naturally healthy (NH) high fibre noodles and n aturally healthy (NH) high fibre rice. Due to the fragmented competitive situation, the others share a mounted to 55% in value terms in Over the forecast period, consumers growing interest in healthy lifestyles will steadily sustain the gr owth of the naturally healthy (NH) packaged food market. Although sales of naturally healthy (NH) h oney, naturally healthy (NH) high fibre rice and naturally healthy (NH) nuts are expected to decline, o ther naturally healthy (NH) packaged food will experience steady sales increase. Accordingly, overall sales of naturally healthy (NH) packaged food will post a constant value CAGR of 1.1% over the fore cast period. Organic Beverages in Japan - Category Analysis In 2009, the market for organic beverages grew by 8% in current value terms. This significant marke t increase was mainly underpinned by the growing organic hot drinks sector which accounts for more t han 70% of the organic beverages market. Sales of organic hot drinks rose by 10% in Customer Service Hotline: Page 10 of 15

11 In 2009, Marukai Co Ltd, Ito En Ltd and Fukuju En Ltd were the key players in the market. Whilst Marukai featured in the shares through its 100% juice brand, Marukai, Ito En LTd and Fukuju En Ltd were both green tea specialists. Sales of organic beverages are predicted to post a CAGR of 5.6% in constant value terms over the fo recast period. Many consumers will be more aware of food safety and favour organic beverages which do not use artificial materials. Moreover, growing concern about the environment and the growing po pularity of fair trade products will also strongly sustain increasing demand for organic beverages. Organic Packaged Food in Japan - Category Analysis The organic packaged food market is still small because production of organic food such as vegetabl es is limited and manufacturers cannot increase their supplies as a result. However, organic food is gra dually becoming popular among consumers due to increasing consumer demand for safe food. Sales of organic packaged food increased by 2.1% in current value terms in 2009 and reached 39 billion de spite the unfavourable market environment due to the severe economic recession. Major food manufacturers are not actively involved in the organic packaged food market. It is difficu lt for major food manufacturers to secure sufficient quantities of organic materials to produce organic food for widespread distribution in nationwide retailers because the number of organic farms is limite d. For example, Kibun Foods stopped manufacturing organic soy milk drinks in 2007 because the imp orts of organic soy beans from China declined sharply and the company was unable to maintain produ ction. Accordingly, small and mediumsized manufacturers and overseas brands are mainly represented in the organic packaged food market. Although consumer demand for organic packaged food will grow strongly due to increasing concern about food safety, sales are expected to post a relatively moderate CAGR of 4.5% in constant value ter ms over the forecast period. This is because the number of farms with JAS approval will not grow fast due to strict permission procedures, meaning that production of organic food such as vegetables will n ot significantly increase. 访问中商情报网 : Customer Service Hotline: Page 11 of 15

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14 单位名称联系人地址 邮编 部门联系电话手机传真 报告名称 : Health and Wellness in Japan 报告格式 : PDF 电子版或印刷版 付款方式 : 银行 邮局 支票 其他 定购数量 : 份 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份总计金额万仟佰拾元 ( 小写 : 元 ) 预计付款日期年月日开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 指定账号 开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智业投资顾问有限公司帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 Customer Service Hotline: Page 14 of 15

15 款到后, 发票随后寄发 此账号为唯一指定账号 电话 : 传真 :(0755) 联系方法 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 : 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 : 网址 : 电邮 :service@askci.com 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline: Page 15 of 15