PROSPECTS AND OPPORTUNITIES
Total volume sales of beer expected to decline, although non-alcoholic beer will perform well
Total volume sales of beer are expected to continue to fall in Japan throughout the forecast period. In addition to a declining population, the drinking population is expected to continue to decrease due to the shift by some of the younger generation away from alcohol.
Players focus on experiences
Younger consumers of legal drinking age have been shifting away from beer, as drinking alcohol is no longer a regular habit for them, and there are now also many more options in alcoholic drinks. To attract consumers, players in beer are trying to increase touchpoints with consumers and provide experiences related to beer, in order to deliver value.
Increasing sustainable innovation
Despite the increasing sustainability trend globally, awareness of sustainability amongst consumers in Japan is still very low. According to Euromonitor International’s Lifestyles survey, fielded January to February 2024, more than 60% of global consumers are trying to have a positive impact on the environment through everyday actions, while this figure was only 27% in Japan – the lowest amongst all countries surveyed.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beer in Japan?
- Where is consumer demand for Beer focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Japan - Category analysis
KEY DATA FINDINGS
Continued decline due to the poor performance of economy lager
Asahi leads beer, while Sapporo gains share
Supermarkets remains the leading distribution channel in 2024
Total volume sales of beer expected to decline, although non-alcoholic beer will perform well
Players focus on experiences
Increasing sustainable innovation
Lager price band methodology
Alcoholic Drinks in Japan - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
DISCLAIMER
The following categories and subcategories are included:
Beer
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Beer research and analysis database.
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