{"id":35428,"date":"2025-08-27T04:07:51","date_gmt":"2025-08-27T03:07:51","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=press-release&#038;p=35428"},"modified":"2025-08-27T04:08:58","modified_gmt":"2025-08-27T03:08:58","slug":"shifting-demands-reshape-japans-food-and-beverage-brand-performance-in-2025","status":"publish","type":"press-release","link":"https:\/\/brandfinance.com\/press-releases\/shifting-demands-reshape-japans-food-and-beverage-brand-performance-in-2025","title":{"rendered":"Shifting demands reshape Japan\u2019s food and beverage brand performance in 2025"},"content":{"rendered":"\n<p><strong><em>Brand Finance\u2019s latest Food &amp; Drink report reveals health-focused brands climb while others decline<\/em><\/strong><a id=\"_msocom_1\"><\/a><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Meiji\u2019s brand value goes up 10% to $1.0 billion, leaping 21 spots to 79th in food ranking<\/strong><\/li>\n\n\n\n<li><strong>Kagome sees 36% brand value rise, climbing 11 places to 28th in the non- alcoholic drinks ranking<\/strong><\/li>\n\n\n\n<li><strong>Oi Ocha earns AAA+ brand strength rating and top loyalty scores<\/strong><\/li>\n\n\n\n<li><strong>Tennensui, Oi Ocha, and Kagome all rank in global top 10 for brand strength<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>TOKYO, 21 August 2025<\/strong> \u2013 Japan\u2019s leading food and beverage brands saw a year of contrasting fortunes, with some climbing up the global rankings while others faced value declines, according to the<a href=\"https:\/\/brandirectory.com\/reports\/food-and-drink\" target=\"_blank\" rel=\"noopener\"> Food &amp; Drink 2025<\/a> report by Brand Finance, the world\u2019s leading brand valuation consultancy.<\/p>\n\n\n\n<p>The mixed results reflect a market in transition, with health-focused brands gaining ground while others slow down and yet, Japanese household favourites remain firmly among the world\u2019s most valuable.<\/p>\n\n\n\n<p><br>In the food ranking, performance was mixed. <strong>Nissin<\/strong> (brand value down 10% to USD1.7 billion) held steady in 48th place, demonstrating brand stability despite challenging market conditions. <strong>Yakult<\/strong> (up 3% to USD1.7 billion) advanced 13 positions to 49th, supported by steady demand in Japan, despite growing competition overseas.<\/p>\n\n\n\n<p><br><strong>Ajinomoto<\/strong> (down 20% to USD 1.6 billion) slipped five places to 50th, while <strong>Kikkoman<\/strong> (down 61% to USD 1.6 billion) experienced one of the sharpest declines in the table, falling to 53rd from ranking 14th in 2024. In contrast, <strong>Meiji<\/strong> delivered the year\u2019s standout improvements among Japanese brands in the ranking, leaping 21 spots to 79th with a 10% uplift in brand value to USD1.0 billion.<\/p>\n\n\n\n<p><br>Within the Food &amp; Drinks report, the non-alcoholic drinks ranking reflected a similar pattern of gains and setbacks for Japanese brands ranked. <strong>Kagome<\/strong> (up 36% to USD780 million) recorded some of the largest upward movement among brands globally, climbing 11 places to 28th.<\/p>\n\n\n\n<p><br>Oi Ocha (up 16% to USD484 million) improved its ranking by nine spots to 41st, backed by a robust Brand Strength Index (BSI) score of 89.75\/100 and an AAA+ brand strength rating, underscoring its strong consumer connection. Meanwhile, <strong>Tennensui<\/strong> faced a 42% drop in brand value to USD333 million and fell 13 places to 50th but still maintained a solid brand strength profile with a BSI score of 89.81\/100 and an AAA+ rating.<\/p>\n\n\n\n<p><br>All three Japanese non-alcoholic drink brands, Tennensui, Oi Ocha, and Kagome, also emerge among the top 10 strongest brands in the rankings. Their respective brand strengths are fuelled by strong domestic perceptions, according to Brand Finance\u2019s market research data, with each scoring well on reliability and recommendation.<\/p>\n\n\n\n<p><strong><strong>Alex Haigh, Managing Director, Brand Finance Asia Pacific<\/strong>, commented:<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201c<em>This year\u2019s Food &amp; Drink rankings reflect both the resilience and the challenges facing Japanese brands. Those aligned with health and wellness trends have gained ground, while others are navigating more difficult conditions. It\u2019s a clear sign that adaptability will define the leaders of Japan\u2019s food and beverage industry in the years ahead.\u201d<\/em><\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The performance of the nation\u2019s food brands mirror Japan\u2019s wider standing on the global stage, where its culinary heritage and brand appeal remain powerful drivers of recognition.<\/p>\n\n\n\n<p><br>According to Brand Finance\u2019s <a href=\"https:\/\/brandirectory.com\/softpower\/chart?region=1&amp;x=1&amp;y=2&amp;z=4\" target=\"_blank\" rel=\"noopener\">Soft Power Index 2025<\/a>, Japan ranks second globally for \u201cBrand the world loves\u201d and fourth for \u201cFood the world loves,\u201d underscoring the country\u2019s global reputation for quality and innovation in cuisine. This combination of strong international appeal and evolving consumer preferences presents both challenges and opportunities for Japanese brands, as they adapt to shifting tastes at home and abroad.<\/p>\n\n\n\n<p><strong>Global Insights<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Nestl\u00e9 <\/strong>maintains its position as the most valuable food brand, marking a decade at the top<\/li>\n\n\n\n<li><strong>Coca-Cola <\/strong>is the most valuable non-alcoholic drinks brand globally<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Brand Finance\u2019s latest Food &amp; Drink report reveals health-focused brands climb while others decline TOKYO, 21 August 2025 \u2013 Japan\u2019s leading food and beverage brands saw a year of contrasting fortunes, with some climbing up the global rankings while others faced value declines, according to the Food &amp; Drink 2025 report by Brand Finance, the [&hellip;]<\/p>\n","protected":false},"featured_media":4452,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-35428","press-release","type-press-release","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35428","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/press-release"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=35428"}],"version-history":[{"count":1,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35428\/revisions"}],"predecessor-version":[{"id":35430,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/press-release\/35428\/revisions\/35430"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/4452"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=35428"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=35428"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}