Rising adoption of sports drinks, by lifestyle users and casual users, owing to the rise in the importance of pre-workout and post-workout supplements, is expected to drive the growth of the market in the years to come. Japanese consumers are getting influenced toward supplementation and are investing heavily on fitness. Convenience in the consumption of sports drinks, such as ready-to-drink products with recognizable ingredients and advanced formulation, are the key to success for the developed landscape in the region.

The food consumption pattern in the country has become diverse; for example-  consumers are preferring value-added food products, which render health benefits on the consumption of any food, thus, making sports drink a viable option. Sports drink are considered a healthier choice than traditional soda beverages as they contain less sugar than traditional soda beverages. Some major companies like Coca-cola company and Pepsico Inc are providing various sports drinks products; major pharmaceutical companies, like Otsuka Pharmaceutical Co. Ltd, are also entering into this market.