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Introduction

Regular round up of sports drinks market and product launches in Japan

Scope

The total sports drinks market in Japan showed a slight increase in terms of sales value.

Liquid drinks are the main product type.

PET bottles are the most popular container type.

Highlights

The top three brands in the market account for nearly 90% brand share.

Auqarius, the leading brand from Coca-Cola Japan, has nearly 50% of the market share.

All leading brands launched new varieties or relaunched mainstay products in 2006/2007.

Reasons to Purchase

This brief covers total market sales and trends of sports drinks in Japan over the years.

It also contains analysis of leading brands from major manufacturers.

Key product developments in 2006 / 2007 are also covered.

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Market Overview 2
After 30 years the sports drink market stagnated in 2006 2
PET bottles are taking share away from cans 3
Leading Manufacturers 3
Top three manufacturers form a stable oligopoly in this mature market 3
Smaller brands are being squeezed out 4
Company Focus: Leading Companies in 2006 5
Coca-Cola Japan: the clear leader in the market 5
Otsuka Pharmaceutical: Pocari Sweat is fighting hard to stay in competition with Aquarius 6
Suntory: Dakara and Gatorade regained ground 7
Asahi: Super H2O is in an uphill battle with the leading three companies 9
APPENDIX 10
Definitions 10
Near water drinks 10
Ask the analyst 10
Datamonitor consulting 10
Disclaimer 10
List of Tables
Table 1: Annual sales of sports drinks (JPY million) 2
Table 2: Container types for sports drinks (kl) 3
Table 3: Sales of sports drinks by market leaders (JPY million) 4
Table 4: Coca-Cola Japan: sales breakdown (JPY million) 5
Table 5: Otsuka Pharmaceutical: sales breakdown (JPY million) 6
Table 6: Suntory: sales breakdown (JPY million) 8
Table 7: Asahi: sales breakdown (JPY million) 9
List of Figures
Figure 1: Major brand leaders and market share from 2003 to 2007 5
Figure 2: Key products and developments: Coca-Cola Aquarius 6
Figure 3: Key products and developments: Otsuka Pharmaceutical Pocari Sweat 7
Figure 4: Key products and developments of Suntory Dakara and Gatorade 8
Figure 5: Key products and developments of Asahi Super H2O 9