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Country Report

Japan Flag Beer in Japan

| Pages: 48

Price: US$990

About this Report

Executive Summary

TRENDS

  • The Japanese beer market has long been dominated by lager, accounting for more than 95% of overall beer volume sales. While lager remained dominant in the market in 2014, ale increased its presence. The increase in ale is mainly attributable to the growing popularity of craft beer. As in the wider global market, craft beer sales grew in the latter part of the review period. While micro breweries have been present in Japan since the 1990s, the taste of craft beer improved during the review period, which attracted younger consumers. In light of the growing popularity of craft beer and consumers becoming more familiar with the taste of ale, major manufacturers increasingly introduced ales in 2014. In contrast to the growing sales of ale, lager sales decreased, amid the declining population of beer consumers, which led to a contraction in overall volume sales of beer in 2014.

COMPETITIVE LANDSCAPE

  • Asahi Breweries remained the leading company in beer in 2014, with a 35% total volume share. Despite a slight decrease in sales of beer in 2014, the company increased its volume share marginally, mainly thanks to the good performance of Asahi Super Dry Dry Premium. Dry Premium, a premium beer launched as an extension of the company’s flagship brand Asahi Super Dry, was introduced as a seasonal product targeting gift needs in summer 2013 and proved to be successful. This resulted in the brand becoming a regular product in February 2014. Taking advantage of the brand image of its umbrella brand Asahi Super Dry, Dry Premium was able to attract a wide range of consumers, including those loyal to Asahi Super Dry.

PROSPECTS

  • Japan has the oldest population in the world, with a decreasing labour force. The working age group is the main consumer segment for beer, thus a declining labour force implies reduced beer consumption. The highest beer consumption was registered in 1994, whilst the labour force started declining after 1996, with a corresponding decline in the consumption of beer. With the ageing of society, it is unlikely that beer consumption will increase during the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer 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 Beer industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Japan market research report inclyudes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Japan?
  • What are the major brands in Japan?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why 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 industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Beer in Japan - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2014
  • Table 1 Number of Breweries 2009-2014

CATEGORY DATA

  • Table 2 Sales of Beer by Category: Total Volume 2009-2014
  • Table 3 Sales of Beer by Category: Total Value 2009-2014
  • Table 4 Sales of Beer by Category: % Total Volume Growth 2009-2014
  • Table 5 Sales of Beer by Category: % Total Value Growth 2009-2014
  • Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2009-2014
  • Table 7 Sales of Beer by Off-trade vs On-trade: Value 2009-2014
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 10 GBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 11 NBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2011-2014
  • Table 13 Production, Imports and Exports of Beer: Total Volume 2008-2013
  • Table 14 Imports of Beer by Country of Origin: Total Volume 2008-2013
  • Table 15 Imports of Beer by Country of Origin: Total Value 2008-2013
  • Table 16 Exports of Beer by Country of Destination: Total Volume 2008-2013
  • Table 17 Exports of Beer by Country of Destination: Total Value 2008-2013
  • Table 18 Forecast Sales of Beer by Category: Total Volume 2014-2019
  • Table 19 Forecast Sales of Beer by Category: Total Value 2014-2019
  • Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019
  • Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2014-2019

Beer in Japan - Company Profiles

Asahi Breweries Ltd in Alcoholic Drinks (Japan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Asahi Breweries Ltd: Key Facts
  • Summary 3 Asahi Breweries Ltd: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 4 Asahi Breweries Ltd: Competitive Position 2014

Kirin Brewery Co Ltd in Alcoholic Drinks (Japan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Kirin Brewery Co Ltd: Key Facts
  • Summary 6 Kirin Brewery Co Ltd: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 7 Kirin Brewery Co Ltd: Competitive Position 2014

Sapporo Breweries Ltd in Alcoholic Drinks (Japan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Sapporo Breweries Ltd: Key Facts
  • Summary 9 Sapporo Breweries Ltd: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 10 Sapporo Breweries Ltd: Competitive Position 2014

Suntory Liquors Ltd in Alcoholic Drinks (Japan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Suntory Liquors Ltd: Key Facts
  • Summary 12 Suntory Liquors Ltd: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 13 Suntory Liquors Ltd: Competitive Position 2014

Yamaya Corp in Alcoholic Drinks (Japan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Yamaya Corp: Key Facts
  • Summary 15 Yamaya Corp: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 16 Yamaya Corp: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 17 Yamaya Corp: Competitive Position 2014

Alcoholic Drinks in Japan - Industry Context

EXECUTIVE SUMMARY

2014 sees first value growth of review period due to trading up and tax increase

Craft beer and heritage spirits attract many consumers

Ongoing strong investment maintains lead of Asahi, Kirin and Suntory

Consumers increasingly attracted by convenient distribution channels

Volume stagnation but slight value recovery expected for forecast period

KEY TRENDS AND DEVELOPMENTS

Economic concerns have limited impact as consumers opt for quality over quantity

Heritage and crafts trend encompasses alcoholic drinks

Busy consumers attracted by convenience stores and internet retailing

Focus on premiumisation, health and convenience fuels innovation

  • Summary 18 Key New Product Developments 2014

MARKET BACKGROUND

Legislation

  • Table 22 Number of On-trade Establishments by Type 2009-2014

TAXATION AND DUTY LEVIES

  • Table 23 Taxation and Duty Levies on Alcoholic Drinks 2014
  • Table 24 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2014
  • Table 25 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 26 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 27 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 28 Selling Margin of a Typical Wine Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 29 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 30 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2014

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty-free

Cross-border/private imports

MARKET INDICATORS

  • Table 31 Retail Consumer Expenditure on Alcoholic Drinks 2009-2014

MARKET DATA

  • Table 32 Sales of Alcoholic Drinks by Category: Total Volume 2009-2014
  • Table 33 Sales of Alcoholic Drinks by Category: Total Value 2009-2014
  • Table 34 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2009-2014
  • Table 35 Sales of Alcoholic Drinks by Category: % Total Value Growth 2009-2014
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2014
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2014
  • Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2014
  • Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2014
  • Table 40 GBO Company Shares of Alcoholic Drinks: % Total Volume 2010-2014
  • Table 41 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2009-2014
  • Table 42 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2014
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 45 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 46 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 19 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
    • Lager
      • Flavoured/Mixed Lager
      • Standard Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Mid-Priced Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
    • Non/Low Alcohol Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Ale By Type
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Pricing
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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