Alcoholic Drinks in Japan
Euromonitor International's Alcoholic Drinks in Japan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 173 | Publication date: Jun 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Mixed performance with mature demand
Alcoholic drinks continued to decline in 2006, due to the continuing weak performances of beer and cider/perry. Maturity and stiff competition characterised beer sales in Japan, with the emergence of third generation (new genre) beer – a beer-like beverage made with ingredients such as soy protein instead of malt – further reducing value due to its lower prices. On the other hand, wine, RTDs and spirits were able to boost their sales growth towards the end of the review period, buoyed by the strong performances of grape wine and shochu/soju.
Health theme continues to shape demand in alcoholic drinks
Health consciousness led to a drop in the consumption of alcoholic drinks over the review period. Consumers cut down on excessive alcohol drinking, opting instead for healthier beverages such as fruit juice and tea. The weak economic performance also saw a decline in business drinking, as companies cut back on business entertainment expenditure. This further impacted on-trade sales of alcoholic drinks. However, growing health consciousness also resulted in a marked increase in consumer interest in healthy alcoholic drinks such as still red wine and shochu. Manufacturers also launched alcoholic drinks with lower alcohol content to appeal to healthier consumers, or even introduced fortified products, such as Mercian Corp’s GABA-fortified still red wine.
Consolidated market with portfolio expansion key to maintaining lead
In Japan alcoholic drinks is a relatively consolidated market. The top players Asahi Breweries Ltd and Kirin Brewery Co Ltd controlled over half of volume sales in 2005. Although their strengths are largely anchored in beer, which dominates volume sales of alcoholic drinks, they are also actively expanding their business portfolio to maintain their leads and protect their profit margins amidst intense competition. For instance, Kirin acquired a 50% stake in leading wine player Mercian Corp to boost its wine business, while Asahi continued to invest heavily in branding its flagship Asahi Super Dry while further developing its shochu business.
Specialists valued for its product range and recommendations
In 2006 specialists remained the leading distribution channel for alcoholic drinks. Consumers particularly value its extended product range, especially in wine and spirits. Brand/product recommendations by knowledgeable sales personnel further help to educate consumers on the different varieties available. However, over the course of the review period specialists lost share to supermarkets/hypermarkets, which benefited from its growing product range and accessibility.
Maturity to hamper volume sales growth
Sales of alcoholic drinks are expected to remain relatively flat on the back of maturity in dominant beer and competition from other non-alcoholic drinks. Pockets of volume growth are expected in healthier alcoholic drinks such as light grape wine and shochu. In addition, female consumers are supporting the market due to their purchasing power and growing acceptance of alcoholic drinks. This in turn should further brighten the prospects of “feminine” alcoholic drinks such as sparkling wine, still rosé wine, shochu and RTDs.
Table of contents
ALCOHOLIC DRINKS IN JAPAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Mixed performance with mature demand
Health theme continues to shape demand in alcoholic drinks
Consolidated market with portfolio expansion key to maintaining lead
Specialists valued for its product range and recommendations
Maturity to hamper volume sales growth
ALCOHOLIC DRINKS – KEY TRENDS AND DEVELOPMENTS
Health consciousness shapes alcoholic drinks consumption
Consumption is polarised between premium and value-for money offerings
Female consumers gain prominence
Channel management to heat up competition at retail end
Setting their sights on foreign markets
Imported products popular among younger consumers
Specialists
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET DATA
Table 1 Sales of Alcoholic Drinks by Sector: Total Volume 2001-2006
Table 2 Sales of Alcoholic Drinks by Sector: Total Value 2001-2006
Table 3 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2001-2006
Table 4 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2001-2006
Table 5 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2005
Table 6 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Volume 2006
Table 7 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Value 2006
Table 8 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Volume 2006
Table 9 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Value 2006
Table 10 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2006
Table 11 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2006
Table 12 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2006-2011
Table 13 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2006-2011
Table 14 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2006-2011
Table 15 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2006-2011
MARKET INDICATORS
Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2001-2006
APPENDIX
Legislation
Taxation and Duty Levies
Table 17 Taxation on Alcoholic Drinks 2005
Table 18 Import Tax by Selected Sectors 2005
Table 19 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2005
Table 20 Selling Margin of a Typical Beer Brand 2005
Table 21 Selling Margin of a Typical Wine Brand 2005
Table 22 Selling Margin of a Typical Spirits Brand 2005
Operating Environment
Price Band Methodology
Summary 3 Lager by Price Band 2005
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - JAPAN
ASAHI BREWERIES LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Asahi Breweries Ltd: Key Facts
Summary 5 Asahi Breweries Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Asahi Breweries Ltd: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 7 Asahi Breweries Ltd: Competitive Position 2005
CHOYA UMESHU CO LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Choya Umeshu Co Ltd: Key Facts
Summary 9 Choya Umeshu Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Choya Umeshu Co Ltd: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 11 Choya Umeshu Co Ltd: Competitive Position 2005
GEKKEIKAN SAKE CO LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Gekkeikan Sake Co Ltd: Key Facts
Summary 13 Gekkeikan Sake Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Gekkeikan Sake Co Ltd: Competitive Position 2005
KIRIN BREWERY CO LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Kirin Brewery Co Ltd: Key Facts
Summary 16 Kirin Brewery Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Kirin Brewery Co Ltd: Competitive Position 2005
MERCIAN CORP - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Mercian Corp: Key Facts
Summary 19 Mercian Corp: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 20 Mercian Corporation: Competitive Position 2005
NIKKA WHISKY DISTILLING CO LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Nikka Whisky Distilling Co Ltd: Key Facts
Summary 22 Nikka Whisky Distilling Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 Nikka Whisky Distilling Co Ltd: Competitive Position 2005
ORION BEER CO LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Orion Beer Co Ltd: Key Facts
Summary 25 Orion Beer Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 26 Orion Beer Co Ltd: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 27 Orion Beer Co Ltd: Competitive Position 2005
SAPPORO BREWERIES LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Sapporo Breweries Ltd: Key Facts
Summary 29 Sapporo Breweries Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 30 Sapporo Holdings Ltd: Competitive Position 2005
SUNTORY LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 31 Suntory Ltd: Key Facts
Summary 32 Suntory Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 33 Suntory Ltd: Competitive Position 2005
TAKARA SHUZO CO LTD - ALCOHOLIC DRINKS - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 34 Takara Shuzo Co Ltd: Key Facts
Summary 35 Takara Shuzo Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 36 Takara Shuzo Co Ltd: Competitive Position 2005
BEER IN JAPAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2001-2006
Table 24 Sales of Beer by Subsector: Total Value 2001-2006
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2001-2006
Table 26 Sales of Beer by Subsector: % Total Value Growth 2001-2006
Table 27 On-trade vs Off-trade Sales of Beer: Volume 2001-2006
Table 28 On-trade vs Off-trade Sales of Beer: Value 2001-2006
Table 29 On-trade vs Off-trade Sales of Beer: % Volume Growth 2001-2006
Table 30 On-trade vs Off-trade Sales of Beer: % Value Growth 2001-2006
Table 31 Beer: Production, Imports and Exports: Total Volume 2001-2005
Table 32 Beer Exports by Country of Destination: Total Volume 2001-2005
Table 33 Beer Exports by Country of Destination: Total Value 2001-2005
Table 34 Beer Imports by Country of Origin: Total Volume 2001-2005
Table 35 Beer Imports by Country of Origin: Total Value 2001-2005
Table 36 Company Shares of Beer by National Brand Owner 2001-2005
Table 37 Company Shares of Beer by Global Brand Owner 2001-2005
Table 38 Brand Shares of Beer 2002-2005
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2006-2011
Table 40 Forecast Sales of Beer by Subsector: Total Value 2006-2011
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2006-2011
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2006-2011
CIDER/PERRY IN JAPAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Cider/Perry: Total Volume 2001-2006
Table 44 Sales of Cider/Perry: Total Value 2001-2006
Table 45 Sales of Cider/Perry: % Total Volume Growth 2001-2006
Table 46 Sales of Cider/Perry: % Total Value Growth 2001-2006
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2001-2006
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2001-2006
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2001-2006
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2001-2006
Table 51 Company Shares of Cider/Perry by National Brand Owner 2001-2005
Table 52 Company Shares of Cider/Perry by Global Brand Owner 2001-2005
Table 53 Brand Shares of Cider/Perry 2002-2005
Table 54 Forecast Sales of Cider/Perry: Total Volume 2006-2011
Table 55 Forecast Sales of Cider/Perry: Total Value 2006-2011
Table 56 Forecast Sales of Cider/Perry: % Total Volume Growth 2006-2011
Table 57 Forecast Sales of Cider/Perry: % Total Value Growth 2006-2011
RTDS/HIGH-STRENGTH PREMIXES IN JAPAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of RTDs/High-Strength Premixes by Subsector: Total Volume 2001-2006
Table 59 Sales of RTDs/High-Strength Premixes by Subsector: Total Value 2001-2006
Table 60 Sales of RTDs/High-Strength Premixes by Subsector: % Total Volume Growth 2001-2006
Table 61 Sales of RTDs/High-Strength Premixes by Subsector: % Total Value Growth 2001-2006
Table 62 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: Volume 2001-2006
Table 63 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: Value 2001-2006
Table 64 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: % Volume Growth 2001-2006
Table 65 On-trade vs Off-trade Sales of RTDs/High-Strength Premixes: % Value Growth 2001-2006
Table 66 Company Shares of RTDs/High-Strength Premixes by National Brand Owner 2001-2005
Table 67 Company Shares of RTDs/High-Strength Premixes by Global Brand Owner 2001-2005
Table 68 Brand Shares of RTDs/High-Strength Premixes 2002-2005
Table 69 Forecast Sales of RTDs/High-Strength Premixes by Subsector: Total Volume 2006-2011
Table 70 Forecast Sales of RTDs/High-Strength Premixes by Subsector: Total Value 2006-2011
Table 71 Forecast Sales of RTDs/High-Strength Premixes by Subsector: % Total Volume Growth 2006-2011
Table 72 Forecast Sales of RTDs/High-Strength Premixes by Subsector: % Total Value Growth 2006-2011
WINE IN JAPAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Wine by Subsector: Total Volume 2001-2006
Table 74 Sales of Wine by Subsector: Total Value 2001-2006
Table 75 Sales of Wine by Subsector: % Total Volume Growth 2001-2006
Table 76 Sales of Wine by Subsector: % Total Value Growth 2001-2006
Table 77 On-trade vs Off-trade Sales of Wine: Volume 2001-2006
Table 78 On-trade vs Off-trade Sales of Wine: Value 2001-2006
Table 79 On-trade vs Off-trade Sales of Wine: % Volume Growth 2001-2006
Table 80 On-trade vs Off-trade Sales of Wine: % Value Growth 2001-2006
Table 81 Volume Sales of Still Red Wine by Price Segment 2004-2006
Table 82 Volume Sales of Still White Wine by Price Segment 2004-2006
Table 83 Volume Sales of Still Rosé Wine by Price Segment 2004-2006
Table 84 Volume Sales of Other Sparkling Wine by Price Segment 2004-2006
Table 85 Sales of Still Red Wine by Quality Classification 2001-2006
Table 86 Sales of Still White Wine by Quality Classification 2001-2006
Table 87 Sales of Still Rosé Wine by Quality Classification 2001-2006
Table 88 Sales of Non-grape Wine by Type: Total Volume 2001-2006
Table 89 Sales of Non-grape Wine by Type: Total Value 2001-2006
Table 90 Sales of Non-grape Wine by Type: % Total Volume Growth 2001-2006
Table 91 Sales of Non-grape Wine by Type: % Total Value Growth 2001-2006
Table 92 Wine Production, Imports and Exports: Total Volume 2001-2005
Table 93 Wine Exports by Country of Destination: Total Volume 2001-2005
Table 94 Wine Exports by Country of Destination: Total Value 2001-2005
Table 95 Wine Imports by Country of Origin: Total Volume 2001-2005
Table 96 Wine Imports by Country of Origin: Total Value 2001-2005
Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2005
Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2005
Table 99 Brand Shares of Still Light Grape Wine 2002-2005
Table 100 Company Shares of Champagne by National Brand Owner 2003-2005
Table 101 Company Shares of Champagne by Global Brand Owner 2003-2005
Table 102 Brand Shares of Champagne 2003-2005
Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2005
Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2005
Table 105 Brand Shares of Other Sparkling Wine 2002-2005
Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2005
Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2005
Table 108 Brand Shares of Fortified Wine and Vermouth 2003-2005
Table 109 Company Shares of Non-grape Wine by National Brand Owner 2003-2005
Table 110 Company Shares of Non-grape Wine by Global Brand Owner 2003-2005
Table 111 Brand Shares of Non-grape Wine 2003-2005
Table 112 Forecast Sales of Wine by Subsector: Total Volume 2006-2011
Table 113 Forecast Sales of Wine by Subsector: Total Value 2006-2011
Table 114 Forecast Sales of Wine by Subsector: % Total Volume Growth 2006-2011
Table 115 Forecast Sales of Wine by Subsector: % Total Value Growth 2006-2011
SPIRITS IN JAPAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 116 Sales of Spirits by Subsector: Total Volume 2001-2006
Table 117 Sales of Spirits by Subsector: Total Value 2001-2006
Table 118 Sales of Spirits by Subsector: % Total Volume Growth 2001-2006
Table 119 Sales of Spirits by Subsector: % Total Value Growth 2001-2006
Table 120 On-trade vs Off-trade Sales of Spirits: Volume 2001-2006
Table 121 On-trade vs Off-trade Sales of Spirits: Value 2001-2006
Table 122 On-trade vs Off-trade Sales of Spirits: % Volume Growth 2001-2006
Table 123 On-trade vs Off-trade Sales of Spirits: % Value Growth 2001-2006
Table 124 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2006
Table 125 Sales of Gin by Premium/Super-premium Split 2004-2006
Table 126 Sales of Vodka by Premium/Super-premium Split 2004-2006
Table 127 Sales of Vodka by Flavoured vs Non-flavoured 2004-2006
Table 128 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2005
Table 129 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2005
Table 130 Liqueurs Production, Imports and Exports: Total Volume 2001-2005
Table 131 Company Shares of Spirits by National Brand Owner 2001-2005
Table 132 Company Shares of Spirits by Global Brand Owner 2001-2005
Table 133 Brand Shares of Spirits 2002-2005
Table 134 Forecast Sales of Spirits by Subsector: Total Volume 2006-2011
Table 135 Forecast Sales of Spirits by Subsector: Total Value 2006-2011
Table 136 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2006-2011
Table 137 Forecast Sales of Spirits by Subsector: % Total Value Growth 2006-2011