Leading FMCG brands Japan 2023, by household penetration

Nissin Cup Noodle was the leading FMCG brand in Japan, purchased by over

Fast-moving consumer goods – navigating a saturated market

Domestic and foreign companies are in a fierce competition within the Japanese FMCG market. Parity products fill the market and offer consumers a broad range of options. While national brands top the market, private labels and store brands entered to challenge the status quo. Private brand products were considered low-quality products in the past, but the focus of brands on improving and maintaining consistent quality standards has gradually changed consumer opinions. Amid rapid price inflation in Japan, private labels are given a chance to encroach on the popularity of established national brands.

FMCGs in Japanese household

FMCGs are the largest expense items of Japanese households, owing to the prominence of the food and beverage categories. Prepared and instant meals lead the category, which contributes to the high penetration rate of the first-ranked FMCG brand Nissin Cup Noodle. Nissin is a food manufacturer and the key market player for instant noodles, generating over