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Boston, MA -- (SBWire) -- 08/29/2014 --Cheese is expected to continue to increase in 2013, registering 3% current value growth. The continued growth is mainly due to the ongoing home dining trend, which was triggered by prolonged deflation, as well as by the earthquake and tsunami in 2011. In addition, whilst cheese has traditionally been perceived by Japanese consumers as a product to be eaten on its own or served with bread as a snack, many Japanese consumers started to use cheese as an ingredient in various recipes, ranging from pizza to Japanese and Chinese dishes, towards the end of the review period.

Competitive Landscape

Megmilk Snow Brand is expected to maintain its lead in cheese in Japan in 2013, with a 28% value share. The company continued to increase its actual sales in 2012, and this is expected to continue in 2013, despite a slight decline in value share. Its Kongari Yakeru Torokeru Slice, an unspreadable processed cheese brand launched in 2012, made a big hit, driving growth in the company's sales. In contrast to existing sliced cheese brands, which are rarely cooked until golden whilst the bread is toasted golden, Kongari Yakeru Torokeru Slice is unique in that it is toasted until golden together with the bread. Whilst the surface of cheese is toasted golden, the centre of the cheese remains soft with the Kongari Yakeru Torokeru Slice brand. Also, the fact that the company reinforced the production capacity of Snow Brand Hokkaido 100 Sakeru Cheese (string cheese) during 2012 contributed to the company's increase in sales.

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Industry Prospects

Cheese is expected to increase by a constant value CAGR of 1% over the forecast period. This growth is expected to be driven mainly by diversification of the usage of cheese amongst Japanese consumers. The consumer trend of using cheese as an ingredient in various recipes is expected to extend further during the forecast period. It is likely to be used more in Japanese and Chinese dishes. Besides, cheese is expected to expand its consumer base thanks to the innovations expected to be launched by manufacturers.

Drinking Milk Products

Following 2012, when Japan's dairy industry struggled to maintain sufficient supply, the supply of cow's milk became stable in 2013. A couple of factors impacted the supply of cow's milk in 2012; the extremely hot summer during 2010, which had a negative impact on the cattle mating season, lowering the production level of raw milk during 2011, and the notorious radiation leak which followed the earthquake and tsunami during 2011, which affected one of the major raw milk producing prefectures in Japan. Thanks to the efforts of farmers and manufacturers, the milk supply became stable in 2013. However, the falling birth rate and the ageing population adversely impacted sales, which are expected to decline by 1% in current value terms in 2013.

Competitive Landscape

Meiji is expected to remain the leading company in drinking milk products in Japan in 2013, with a 12% value share. The company's Meiji Oishii Gyunu brand maintained its value sales in the rather fragmented category of drinking milk products by distinguishing itself from rival brands. Meiji Oishii Gyunu is manufactured using a special patent protected process.

Industry Prospects

Drinking milk products is expected to continue contracting over the forecast period, with a negative constant value CAGR of 1%. The demand for drinking milk products is expected to decline as the Japanese population decreases. Furthermore, the increasing popularity of drinking yoghurt is likely to encourage consumers to migrate from drinking milk products.

Yoghurt and Sour Milk Drinks

Following significant growth in the previous year, yoghurt and sour milk products is expected to continue to grow by 6% in current value terms in 2013. The review of the health benefits of yoghurt, which was triggered by television programmes in 2012, continued to drive the growth of pro/prebiotic yoghurt. Besides, consumers who started to eat yoghurt regularly for health reasons started to enjoy yoghurt as a dessert, which drove the growth of non-functional yoghurt.

Competitive Landscape

Yakult Honsha is expected to remain the leading player in yoghurt and sour milk products in Japan, with a 25% value share in 2013. Although the company is continuing to lose share due to the strong competition in the market, the company's long-established position and wide-ranging portfolio in pro/prebiotic drinking yoghurt are expected to allow the company to maintain its leading position in 2013. The company launched Yakult Ace, a new brand targeted towards adults, in 2013, in light of the fact that adults increasingly started to drink pro/prebiotic drinking yoghurt towards the end of the review period.

Industry Prospects

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