Japan UHT (Ultra-High Temperature) Milk Market Overview, 2028

In Japanese tradition, Convenience is extremely valued, and UHT milk provides consumers with an easy and practical option. UHT milk may be stored at room temperature until it is opened, removing the requirement for refrigeration and allowing individuals to stock up on milk without fear of spoiling. This convenience corresponds to the fast-paced lifestyles of many Japanese people. Japan has high standards for food safety, and consumers place great importance on the quality of products they consume. UHT milk is known for its long shelf life, which is achieved through the ultra-high-temperature pasteurization process that kills harmful bacteria while retaining nutritional value. Japanese consumers appreciate the safety and reliability of UHT milk, considering it a trustworthy option. While UHT milk is popular, fresh milk still holds a special place in Japanese culture. Fresh milk, often labelled as "nama-gata nyu-seihin," is valued for its perceived freshness and creaminess. However, fresh milk has a shorter shelf life and requires refrigeration, which may not always be practical for consumers. UHT milk offers a viable alternative for those who priorities convenience and a longer shelf life without compromising too much on taste. In Japan, UHT milk is often available in single-serve packaging, typically in small tetra packs or cartons. This portioned packaging is popular among Japanese consumers who prefer individual servings, especially for on-the-go consumption or lunch boxes. The single-serve format aligns with the culture of portion control and convenience in Japan.

According to the research report "Japan UHT Milk Market Overview, 2028," published by Bonafide Research, the Japan UHT Milk market is projected to reach a market size of USD 1.93 Billion by 2028. UHT milk plays a significant role in school lunch programs in Japan. Many schools provide UHT milk as a part of the standardized school lunch; ensuring students have access to a nutritious beverage. This practice highlights the importance of milk consumption for children's growth and reflects the cultural emphasis on providing well-balanced meals to students. While UHT milk is a foreign concept, it has been adapted to suit Japanese tastes and preferences. Some UHT milk brands in Japan offer variations like low-fat, high-calcium, lactose-free, or flavored options to cater to different consumer needs. This adaptability showcases the cultural appreciation for customization and diversity in product offerings. Japan has an aging population, and UHT milk caters well to the needs of older individuals who may have limited mobility or difficulty accessing fresh milk regularly. The longer shelf life and non-refrigerated storage of UHT milk make it an ideal choice for older adults who may prefer to have a stable supply of milk without frequent grocery store visits. Flavored UHT milk has gained popularity in the Japanese market. Manufacturers are introducing a variety of flavors, such as chocolate, strawberry, coffee, matcha (green tea), and other unique combinations. These flavored options cater to consumers looking for more diverse and indulgent taste experiences while still enjoying the convenience and long shelf life of UHT milk.

The Japan UHT milk market is divided into four categories: whole, skimmed, partially skimmed, and fat filled. Skimmed or low-fat milk has gained popularity among health-conscious consumers in Japan. Skimmed milk is known for its lower fat content, making it a suitable option for those looking to manage their weight or reduce their overall fat intake. It is often perceived as a healthier choice compared to whole milk or higher-fat alternatives. Japan has witnessed a rise in lifestyle diseases such as obesity and cardiovascular conditions. As a result, there is a growing awareness of the importance of healthy eating habits and lifestyle choices. Skimmed milk is seen as a healthier alternative to whole milk, appealing to individuals seeking to manage their health and reduce the risk of lifestyle-related diseases. For instance, UHT milk brands in Japan include Meiji, Morinaga, Megmilk Snow Brand, Glico, Yakult, and more. In addition, based on source, Animal-based milk, particularly cow's milk, is known for its nutritional composition, including protein, calcium, vitamins, and minerals. These inherent nutrients are valued by consumers and contribute to the perception of cow's milk as a wholesome and nutritious beverage. Plant-based milk has gained traction in Japan due to various dietary choices and considerations. Some consumers choose plant-based milk for ethical or environmental reasons, as it is perceived as a more sustainable and cruelty-free option. Additionally, individuals with lactose intolerance or milk allergies may opt for plant-based milk alternatives.

According to the report, based on form the market is divided into two segments Liquid and Solid. Among them, Solid segment is expected to the highest CAGR during the forecast period. Solid form UHT milk has been used in Japan for many decades. It has been a staple in Japanese households and has been used in traditional recipes and tea ceremonies for a long time. Solid UHT milk is favored by outdoor enthusiasts in Japan, such as hikers, campers, and travelers. Its lightweight and compact nature makes it convenient to carry and consume during outdoor activities where refrigeration may not be available. Japan's UHT milk market is based on distribution channels; the market is divided into B2C (HORECA, Specialty stores, Modern trade, Convenience Stores, Grocery Stores, Specialty Food stores, online retailers, and other distribution channels) and B2B. Horeca establishments, including hotels, restaurants, and cafes, are significant buyers of UHT milk in Japan. UHT milk is used as a key ingredient in various food and beverage preparations, such as coffee, tea, desserts, and baked goods. For instance, some prominent HORECA establishments in Japan that are known to use UHT milk as a key ingredient in their food and beverage preparations include Starbucks, Doutor Coffee, Royal Host, Mister Donut, Tully's Coffee, Café de Crie, and more. In addition, In the B2B segment, UHT milk is supplied to businesses and institutions that require large quantities for their operations. UHT milk is supplied to food service providers, such as catering companies, canteens, school cafeterias, and hospital kitchens, to meet their regular demand for milk as an ingredient or beverage. Hotels, resorts, and other hospitality establishments often require UHT milk for their guests' consumption. These establishments purchase UHT milk in bulk to cater to their guests' needs.

Recent Developments:
• Morinaga Milk Industry Co., Ltd. launched a new product called "Aojiru W no Meguri" in 2021. It is a UHT milk beverage that combines the benefits of aojiru (green vegetable juice) with the goodness of milk. This product aims to offer a convenient way for consumers to incorporate the nutritional benefits of green vegetables and milk into their diet.



• Asahi Group Holdings, Ltd. introduced a new UHT milk product in 2021 called "Asahi Oishii Miruku" (Delicious Milk). It is positioned as a premium UHT milk with a rich and creamy taste, appealing to consumers who value high-quality dairy products.
• Meiji Co., Ltd. launched a new line of UHT milk products in 2021 called "Meiji High Protein Milk." This product is targeted at health-conscious consumers and fitness enthusiasts, offering a higher protein content compared to regular UHT milk.
• Megmilk Snow Brand Co., Ltd. introduced a new UHT milk product called "Megmilk Gyunyu" in 2021. This product is formulated with domestically produced milk and is marketed as having a smooth and rich taste, catering to consumers who prefer locally sourced dairy products.

Considered in this report:
• Geography: Japan
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:
• Japan UHT Milk market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type:
• Whole
• Skimmed
• Partly Skimmed
• Fat Filled

By Source:
• Animal Based
• Plant Based

By Form:
• Liquid
• Solid

By End Use Application:
• Retail Sales
• Dairy Product
• Bakery & Confectionery
• Milk & Milk based Beverages
• Infant Formula

By Distribution Channel:
• B2C
• B2B

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the UHT Milk industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.