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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Japan

Jul 2019

US$2,100

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Executive Summary

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Opportunities for growth despite overall decline

The Japanese alcoholic drinks market witnessed declining volumes in 2018 as it suffered from consumer budget-consciousness and rising health-awareness. Traditionally strong areas of alcoholic drinks, such as shochu/soju, meanwhile, struggled to replenish their consumer bases with younger adult consumers.

Emphasis on innovation

The stagnation of the market and the failure to attract younger adult consumers of legal drinking age to traditionally strong categories, such as shochu/soju and wine, is stimulating significant manufacturer investment in innovation. New product developments have targeted the demand for alcoholic drinks that are compatible with the trend towards drinking at home with meals and demand for products with a more natural, healthier image, both of which are having a prominent influence on activity in RTDs.

Domestic players dominate

Domestic manufacturers continue to dominate alcoholic drinks sales in Japan, with no non-Japanese player appearing in the top 10 companies by volume in 2018. Indeed, Japanese companies are dominant across product categories.

Ienomi benefits off-trade channels

Already responsible for a significant majority of alcoholic drinks volumes, the off-trade steadily increased share over the review period as a result of the ienomi trend (towards consuming alcohol at home). A number of factors are driving this trend, including consumer budget-consciousness, increasingly hectic lifestyles and the ageing of the population.

Changing landscape

The Japanese alcoholic drinks market is forecast to see volumes stagnate over 2018-2023. The market is entering a period of significant change, as tax reform and manufacturer innovation serve to redefine key areas and open up new opportunities.

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Alcoholic Drinks Sample Report Alcoholic Drinks Data Sample Report

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Japan for free:

The Alcoholic Drinks in Japan market research report includes:

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

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Japan?
What are the major brands in Japan?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

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.

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Alcoholic Drinks in Japan

EXECUTIVE SUMMARY

Opportunities for growth despite overall decline

Emphasis on innovation

Domestic players dominate

Ienomi benefits off-trade channels

Changing landscape

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Beer in Japan

HEADLINES

PROSPECTS

Significant revisions to taxation

Potential for craft beer development

Non alcoholic beer sees significant activity

COMPETITIVE LANDSCAPE

Kirin gains ground on leader

Multinationals perform well

Innovation in non alcoholic beer

CATEGORY BACKGROUND

Lager price band methodology

Summary 2 Lager by Price Band 2018

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2013-2018
Table 19 Sales of Beer by Category: Total Value 2013-2018
Table 20 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 26 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 27 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 29 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Japan

HEADLINES

PROSPECTS

Growth slowing

Potential to tap into craft trend

RTDs posing a growing threat

COMPETITIVE LANDSCAPE

Nikka Whisky Distilling maintains dominance

Hard Cidre the fastest-growing major brand

Premium positioning for imported cider

CATEGORY DATA

Table 33 Sales of Cider/Perry: Total Volume 2013-2018
Table 34 Sales of Cider/Perry: Total Value 2013-2018
Table 35 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 36 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 41 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 42 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 43 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 44 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 45 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 46 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 47 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Rtds in Japan

HEADLINES

PROSPECTS

RTDs benefiting from overall consumption trends

Product innovation spurs growth

Beer price increase boosts demand for RTDs

COMPETITIVE LANDSCAPE

Leaders invest in increased production capacity

Rivals see strong growth

Intensification of competition

CATEGORY DATA

Table 48 Sales of RTDS by Category: Total Volume 2013-2018
Table 49 Sales of RTDS by Category: Total Value 2013-2018
Table 50 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 51 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 52 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 53 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 54 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 55 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 56 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 57 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 58 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 59 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 60 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 61 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 62 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

Spirits in Japan

HEADLINES

PROSPECTS

Whiskies stands out

Potential in highballs and craft

Difficult times for dominant category

COMPETITIVE LANDSCAPE

Leaders targeting key mixed drink trends

Tapping into the craft trend

A way forward for shochu producers?

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 3 Benchmark Brands 2018

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2013-2018
Table 64 Sales of Spirits by Category: Total Value 2013-2018
Table 65 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 66 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 72 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 74 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 75 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 77 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 78 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 79 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 80 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 81 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Japan

HEADLINES

PROSPECTS

Changes to taxation

Need to target younger adult consumers

Nihon-wine development

COMPETITIVE LANDSCAPE

Suntory continues share expansion

Mercian Corp to expand domestic wine production

Takara Shuzo gains the lead in sake

CATEGORY DATA

Table 84 Sales of Wine by Category: Total Volume 2013-2018
Table 85 Sales of Wine by Category: Total Value 2013-2018
Table 86 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 87 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 88 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 89 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 90 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 91 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 92 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 93 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 94 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 95 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 96 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 97 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 98 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 99 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 100 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 101 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 102 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 103 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 104 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 105 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 106 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 107 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 108 GBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 109 NBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 110 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018
Table 111 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 112 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 113 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 114 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

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Megatrends

Country Report

Alcoholic Drinks in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

Opportunities for growth despite overall decline

Emphasis on innovation

Domestic players dominate

Ienomi benefits off-trade channels

Changing landscape

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Japan

EXECUTIVE SUMMARY

Opportunities for growth despite overall decline

Emphasis on innovation

Domestic players dominate

Ienomi benefits off-trade channels

Changing landscape

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Beer in Japan

HEADLINES

PROSPECTS

Significant revisions to taxation

Potential for craft beer development

Non alcoholic beer sees significant activity

COMPETITIVE LANDSCAPE

Kirin gains ground on leader

Multinationals perform well

Innovation in non alcoholic beer

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Cider/Perry in Japan

HEADLINES

PROSPECTS

Growth slowing

Potential to tap into craft trend

RTDs posing a growing threat

COMPETITIVE LANDSCAPE

Nikka Whisky Distilling maintains dominance

Hard Cidre the fastest-growing major brand

Premium positioning for imported cider

CATEGORY DATA

Rtds in Japan

HEADLINES

PROSPECTS

RTDs benefiting from overall consumption trends

Product innovation spurs growth

Beer price increase boosts demand for RTDs

COMPETITIVE LANDSCAPE

Leaders invest in increased production capacity

Rivals see strong growth

Intensification of competition

CATEGORY DATA

Spirits in Japan

HEADLINES

PROSPECTS

Whiskies stands out

Potential in highballs and craft

Difficult times for dominant category

COMPETITIVE LANDSCAPE

Leaders targeting key mixed drink trends