Japan's soy milk production reached an all-time high last year. The surge is attributed to the growing "Healthy Pleasure" trend, where consumers increasingly choose soy milk as a preferred beverage rather than a mere dairy substitute.
According to Japan Food Journal on the 24th, a survey by the Japan Soy Milk Association found that domestic soy milk production reached a record 444,552 kiloliters in 2024. By category, unsweetened soy milk rose 14.5% year-on-year to 156,927 kiloliters, marking a historic high. Adjusted soy milk reached 204,319 kiloliters (up 6.9% year-on-year), fruit-blended soy milk beverages hit 17,472 kiloliters (up 4.1%), and other soy milk beverages including coffee and tea variants totaled 50,378 kiloliters (up 0.7%). The commercial-use category also showed strong growth at 15,456 kiloliters (up 14.0%). All categories posted year-on-year gains.
Japan's soy milk market hit a then-record 430,000 kiloliters in 2020 before declining due to price hike-driven consumption contraction. Production fell below 400,000 kiloliters in 2023. The Japan Soy Milk Association and manufacturers subsequently intensified promotional campaigns, driving a rapid rebound from 2024. The association's designation of June as "Healthy Soy Latte Day" and October as "Soy Milk Day" to highlight the beverage's health benefits contributed to the recovery.
"Among health-conscious consumers, there is a growing tendency to actively prefer and choose soy milk rather than treating it as a substitute for other beverages," the association said. Soy milk contains soy protein, a high-protein nutrient low in saturated fat, as well as isoflavones that help maintain bone density and alleviate menopausal symptoms.
The Korean market is also expanding. According to market research firm Mordor Intelligence, South Korea's plant-based beverage market is projected to grow from approximately 1.17 trillion won last year to 1.60 trillion won by 2030, representing a compound annual growth rate of 6.82%.