"Prices Went Up but Sales Soared": This Beverage Takes Japan by Storm with Record-High Production

All soy milk categories in Japan see year-on-year growth
Unsweetened soy milk jumps 114.5% from a year earlier
Spread of Healthy Pleasure trend boosts consumer preference

Soy milk production in Japan has hit an all-time high. This is seen as a result of growing demand from consumers who now choose soy milk as a preferred beverage rather than simply a milk substitute, amid the spread of the so-called "Healthy Pleasure" trend of enjoying health management.

According to the Japanese outlet Shokuhin Shimbun on the 24th, a survey by the Japan Soymilk Association showed that total production of soy milk products last year reached a record high of 444,552 kiloliters.

By category, production of unsweetened soy milk rose 114.5% from the previous year to an all-time high of 156,927 kiloliters. Prepared soy milk came in at 204,319 kiloliters (106.9%), soy milk beverages mixed with fruit juice at 17,472 kiloliters (104.1%), and other soy milk beverages such as coffee and tea at 50,378 kiloliters (100.7%), meaning every category increased from the previous year. The "other" segment, which is mainly used for commercial purposes, also posted a high growth rate at 15,456 kiloliters (114.0%).

Soy milk. Pixabay

'Price hikes' once dragged the market down... Recovery driven by campaigns and the spread of Healthy Pleasure

The soy milk market set what was then a record in 2020 with production of 430,000 kiloliters, but subsequently went through a slump as higher prices led to weaker consumption. In particular, in 2023 soy milk production fell below 400,000 kiloliters, marking a decline.

However, from 2024 onward, as the Japan Soymilk Association and manufacturers ramped up promotional campaigns, production recovered rapidly and the market returned to a growth trajectory. Centering on June 12, designated as "Healthy Soy Latte Day," and October 12, designated as "Soy Milk Day," the association ran October as an intensive soy milk promotion period, highlighting the nutritional value of soy milk and ways to use it.

There is also analysis that, with the recent spread of the Healthy Pleasure trend in Japan, soy milk is moving beyond being a simple milk alternative to establishing itself as an everyday health drink. The Japan Soymilk Association stated, "Among health-conscious consumers, there is a growing tendency to 'choose soy milk because they prefer it,' not as a substitute for other beverages or foods, and this has led to increased demand."

Soybean. Pixabay

High-protein nutrients in soy milk... Growing trend in Korea as well

Soy milk contains various components such as soybean protein and isoflavones. Soybean protein is a high-protein nutrient low in saturated fat, which can help maintain a feeling of fullness and is drawing attention as a food for weight management. It may also have positive effects on improving blood cholesterol levels and maintaining cardiovascular health.

Isoflavones are known as plant-based estrogen and are evaluated as ingredients that can help support women's health, including maintaining bone density and alleviating menopausal symptoms. Soy milk also contains vitamins and minerals, which can contribute to balanced nutrient intake.

In Korea as well, the market for plant-based beverages such as soy milk is on a growth trajectory. According to market research firm Mordor Intelligence, Korea's plant-based beverage market is expected to grow from about 1.1676 trillion won (810 million dollars) last year to 1.6001 trillion won (1.11 billion dollars) by 2030. The compound annual growth rate over this period is projected to reach 6.82%.