Boston, MA -- (SBWIRE) -- 12/12/2014 -- Fast food in Japan increases by 4% in current value terms to reach 4,114 billion in 2013. The positive growth was driven by the strong growth in convenience stores fast food, which comprises more than 50% of the overall fast food category and grew by 9% in value terms. One of the two key drivers of the growth during 2013 was increasing sales in bento (Japanese meal box) and souzai (readymade side dishes) due to the increasing number of single-person households consisting of busy workers and the elderly who are unable to get groceries and cook. As some consumers prefer eating at home rather than dining out alone, ?nakashoku? (readymade meals and side dishes for takeaway) has been a recent key trend. With such demographic changes, many chained convenience stores are expanding their product variety in bento and souzai. The other key driver was brewed coffee. Even though some convenience stores had been offering a brewed coffee service, 7-Eleven Japan Co Ltd?s introduction of Seven Caf?, a freshly brewed coffee service, in January 2013 quickly disseminated the concept among consumers. It not only boosted the overall sales of brewed coffee among major convenience stores, but also encouraged consumers to purchase pastries and desserts along with coffee.

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Competitive Landscape

Within fast food, 7-Eleven Japan Co Ltd was the leading player with a value share of 27% in 2013. The company operates the largest convenience stores brand 7-Eleven in chained convenience stores fast food. The company?s successful expansion in terms of outlets, transactions and value sales is attributed to two factors. One is the introduction of a brewed coffee service called Seven Caf? in January 2013. Even though major competitors such as Lawson Inc and Family Mart Co Ltd preceded 7-Eleven with a brewed coffee service, the company successfully promoted the Seven Caf? brand by having Kashiwa Sato, one of the most influential creative directors in Japan, as the designer for the brand concept, packaging and logo. The volume sales of Seven Caf? coffee exceeded 300 million cups by mid-December 2013. The other factor is Seven Meal, which is a delivery service of healthy bento boxes designed by dieticians since 2012. The service is particularly popular among the elderly population who are unable to prepare food by themselves. During 2013, the company expanded its distribution network and introduced power-assisted bicycles for delivery.

Industry Prospects

Fast food is expected to register a value CAGR of 1% at constant 2013 prices over the forecast period, driven by convenience stores fast food. Given the constant increase in the percentage of single-person households over the forecast period, convenience store operators are expected to expand their bento and souzai variety and home delivery network. A brewed coffee service is likely to be one of the primary products for convenience stores to achieve steady growth in value terms. Even though brewed coffee in convenience stores is currently primarily for takeaway, convenience store retailers are increasing the number of outlets with an eat-in space so that elderly customers can spend their free time there. They are also introducing free wi-fi so that customers can stay longer in convenience stores as if they were in a caf?.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fast Food industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in Japan market research report includes:

- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Fast Food in Japan?
- What are the major brands in Japan?
- Which type of fast food (burger fast food, chicken fast food, Asian fast food etc.) is expecting the greatest level of growth over the next five years?
- Do Fast Casual restaurants have a presence in Japan?
- What are fast food chains doing to attract consumers during non-traditional day-parts?

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