What kind of milk do they drink in Japan?

December 27, 2025 •

4 min read

Despite being a significant dairy producer, with Hokkaido alone accounting for over 50% of the nation's milk, Japan's per capita milk consumption is lower than many Western countries. So, what kind of milk do they drink in Japan, and why do their preferences vary so much?

Quick Summary

Japanese milk consumption encompasses rich, high-quality cow's milk from regions like Hokkaido, a broad assortment of flavored options, and an increasing range of plant-based milks such as soy, almond, and oat.

Key Points

Hokkaido is Dairy Capital: Over 50% of Japan's milk is produced in Hokkaido, renowned for its rich and creamy flavor due to optimal farming conditions.
Variety of Cow's Milk: Japanese regulations define several types of milk, including pure gyunyu, processed milk, and low-fat options, all held to strict quality standards.
Plant-Based Milk is Popular: Driven by high rates of lactose intolerance and health trends, soy milk, almond milk, and oat milk are widely available and growing in demand.
Soy Milk is Most Common Alternative: Historically consumed tounyu (soy milk) dominates the plant-based market, with brands offering numerous unique flavors.
Milk is Part of Modern Culture: Dairy is a staple in modern Japanese households, used in unique ways like post-bath drinks, milk bread (shokupan), and purin desserts.
Labeling is Important: Consumers should check package labels for category names like gyunyu (100% cow's milk) versus "milk beverage" (nyuuinryo) to know exactly what they are buying.
Where to Purchase Milk: Milk is readily found at convenience stores and supermarkets across Japan, including special milk stands and vending machines.

For centuries, dairy was not a traditional part of the Japanese diet, influenced by Buddhist dietary restrictions. Its integration began more significantly during the Meiji era with Westernization, reportedly boosted after the Meiji Emperor was said to drink milk. The dairy landscape in Japan today is diverse and high-quality.

Cow's Milk in Japan: Quality and Variety

Known as gyunyu, Japanese cow's milk is valued for its freshness and quality, maintained by strict national standards. Milk labeled simply as "milk" (gyunyu) must be 100% domestically sourced raw milk.

Types of Cow's Milk

Japanese regulations categorize milk clearly for consumers:

Milk (Gyunyu): Exclusively 100% raw milk, adhering to standards of at least 3.0% milk fat and 8.0% non-fat milk solids.
Processed Milk (Kako-gyunyu): A blend of raw milk and other dairy elements like cream or skim milk powder.
Milk with Adjusted Components: Milk modified to reduce certain elements, such as low-fat milk (0.5-1.5% fat).
Milk Drink (Nyuuinryo): Contains dairy along with other ingredients such as coffee, fruit juice, or vitamins. Flavored milks fall into this group.

The Fame of Hokkaido Milk

Hokkaido is Japan's leading dairy region, responsible for over half the country's milk production. The region's environment is ideal for dairy farming, contributing to the distinctively rich and sweet flavor of Hokkaido milk, which is prized nationally and internationally.

The Rise of Plant-Based Milk Alternatives

Given that a large percentage of ethnic Japanese people may be lactose intolerant, plant-based options have grown in popularity, driven by both dietary needs and health interests.

The Dominance of Soy Milk

Soy milk (tounyu) is the most popular dairy alternative in Japan and has been consumed in East Asia for centuries. Brands like Kikkoman and Marusan offer a wide range of flavors, including traditional matcha and coffee alongside novel options.

Newer Options Gaining Traction

While soy milk remains dominant, almond milk, often called the "third milk," has seen significant sales increases. Oat milk is also becoming popular, particularly among younger, environmentally aware consumers.

Unique Milk-Based Products and Japanese Traditions

Japan features various distinctive milk-related items and customs.

After-Bath Milk: A popular custom involves drinking a small, cold bottle of milk after visiting a public bathhouse (sento).
Flavored Milks: Convenience stores and vending machines offer various flavored milk drinks.
Dairy-infused Foods: Japanese milk is crucial in local foods like shokupan (milk bread) and purin (custard).

Comparing Japanese Dairy and Plant-Based Milks


Feature	Japanese Cow's Milk (`Gyunyu`)	Soy Milk (`Tounyu`)	Almond Milk	Oat Milk
Taste	Rich, creamy, fresh, with minimal off-flavors due to quality processing. Hokkaido milk is particularly sweet and buttery.	Earthy, beany flavor. Available in many sweet flavors, from classic matcha and coffee to chocolate.	Mild, nutty taste. Often sold sweetened or unsweetened.	Creamy and slightly sweet. Gaining popularity for its texture and environmental credentials.
Texture	Smooth and fresh.	Varies by brand and flavor, from light to thick and creamy.	Thinner and more watery compared to cow's milk.	Creamier than almond milk, making it a favorite for coffee drinks.
Availability	Widely available in supermarkets, convenience stores, and milk stands nationwide.	Very common in all major supermarkets and convenience stores.	Growing in popularity, found at most supermarkets and some convenience stores.	Available at larger supermarkets and specialty stores. Offered at some cafes.
Best Used For	Drinking on its own, for recipes, and in hot beverages.	Drinking, baking, and making creamy desserts.	Beverages, cereals, and smoothies.	Coffee, lattes, and cereal.

Conclusion: A Diverse Dairy Landscape

Japanese milk consumption is diverse, ranging from high-quality cow's milk like that from Hokkaido to a growing variety of plant-based milks. The market caters to various preferences, offering both traditional dairy and modern alternatives. For more information on the Japanese food market, industry reports can provide further details.

Unique Japanese Milk and Dairy Products

Hokkaido Milk: Prized for its richness and quality.
Flavored Soy Milk: Available in many flavors, including matcha and coffee.
Sado Milk: A regional milk known for its flavor retention.
Japanese Milk Bread (Shokupan): A soft, sweet bread made with milk.
Purin: A popular milk and egg custard.
Marusei Butter Sandwich: A famous Hokkaido cookie.
After-Bath Milk: A traditional post-bath drink.
Functional Milk: Milk fortified with nutrients.

Where to Find Milk in Japan

Milk is easily found across Japan:

Supermarkets: Offer the widest range of options.
Convenience Stores: Stock popular national brands.
Milk Stands: Located at train stations, selling local and specialty milks.
Vending Machines: Often found at bathhouses and hot springs.

Exploring the different types of milk in Japan offers a taste of the country's blend of tradition and modernity.

Frequently Asked Questions

Yes, Japanese milk is processed under very strict regulations and is almost always ultra-high-temperature (UHT) pasteurized, which can result in a cleaner, fresher flavor profile compared to some pasteurization methods used in the West.

While reduced-lactose milk is available, especially in larger supermarkets, 100% lactose-free milk can be challenging to find. Those with a strong intolerance might need to bring their own UHT lactose-free milk or shop at international supermarkets in larger cities.

Gyunyu refers to 100% pure cow's milk with no additives, meeting minimum standards for fat and non-fat milk solids. Nyuuinryo, or milk beverage, contains dairy products but also includes other ingredients like coffee or fruit juice.

Hokkaido is known for producing premium, rich, and creamy milk. The prefecture's cooler climate and wide-open spaces provide an optimal environment for dairy cows, which contributes to the superior flavor.

Soy milk (tounyu) is the most common plant-based milk and has been a staple for centuries. It is widely available and offered in a vast array of flavors by brands like Kikkoman and Marusan.

While supermarkets carry many options, some train stations in Japan have special 'milk stands' that sell bottled local and regional milks that are not available elsewhere.

Yes, oat milk is a rapidly growing dairy alternative in Japan. It was more recently introduced compared to soy and almond milk but is gaining traction among health-conscious consumers and is increasingly available in supermarkets and cafes.

Drinking a cold bottle of milk after a public bath (sento) is a beloved tradition that dates back to the mid-20th century. It's considered a refreshing way to rehydrate and replenish energy.