Alcoholic Drinks in Japan

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks 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 Alcoholic Drinks 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 Alcoholic Drinks in Japan?
  • Where is consumer demand for Alcoholic Drinks 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?

Alcoholic Drinks in Japan

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

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 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

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 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hits on-trade hard and dilutes impact of tax reform
Kirin introduces carb-free beer
Asahi keeps its nose in front

RECOVERY AND OPPORTUNITIES

Constraints on recovery
Growing focus on new product development
Growing influence of health and wellness trend

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2020 Table 18 Number of Breweries 2014-2020

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2015-2020 Table 20 Sales of Beer by Category: Total Value 2015-2020 Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 27 Sales of Beer by Craft vs Standard 2015-2020 Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Japan

KEY DATA FINDINGS

2020 IMPACT

Volumes fall sharply, with premium products hit by on-trade disruptions
Sake sales fall
Suntory Wine International extends lead in fragmented category

RECOVERY AND OPPORTUNITIES

Producers need to address wine’s image
Mercian targets young adults with sparkling and organic products
Suntory promotes “wine sour” with new products

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2015-2020 Table 36 Sales of Wine by Category: Total Value 2015-2020 Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020 Table 59 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020 Table 60 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020 Table 61 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020 Table 62 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 63 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 64 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 65 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Japan

KEY DATA FINDINGS

2020 IMPACT

Compatibility with home drinking key to success in 2020
Shochu sees home drinking lead to shift in packaging preferences
Players responding to shortage in whisky supply

RECOVERY AND OPPORTUNITIES

Focus on off-trade development
New standards for Japanese whisky
Gin to see expanding consumer base

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 66 Sales of Spirits by Category: Total Volume 2015-2020 Table 67 Sales of Spirits by Category: Total Value 2015-2020 Table 68 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 69 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 70 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 71 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 72 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 73 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 74 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020 Table 75 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 76 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 77 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 78 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 79 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 80 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 81 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 82 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 83 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 84 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 85 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 86 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Japan

KEY DATA FINDINGS

2020 IMPACT

Cider/perry continues to grow its consumer base
Category benefits from versatility
Mercian Corp continues to gain ground on leader

RECOVERY AND OPPORTUNITIES

Positive outlook as consumers continue to drink at home
Compatibility with prevailing trends
Potential for development of craft approach to cider

CATEGORY DATA

Table 87 Sales of Cider/Perry: Total Volume 2015-2020 Table 88 Sales of Cider/Perry: Total Value 2015-2020 Table 89 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 90 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 92 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 94 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 95 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 96 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 97 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 98 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 99 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 100 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 101 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Japan

KEY DATA FINDINGS

2020 IMPACT

Strong off-trade presence supports dynamic growth during the COVID-19 crisis
RTDS benefits from shift to drinking with meals at home
Suntory Spirits retains lead as it provides foodservice-style experience

RECOVERY AND OPPORTUNITIES

RTDs’ compatibility with eating at home and affordability to drive growth
Further diversification of the offer
Shift to bulk buying

CATEGORY DATA

Table 102 Sales of RTDs by Category: Total Volume 2015-2020 Table 103 Sales of RTDs by Category: Total Value 2015-2020 Table 104 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 105 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 106 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 107 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 108 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 109 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 110 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 111 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 112 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 113 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 114 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 115 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 116 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
  • Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • Prestige Other Blended Scotch Whisky
          • Ultra Premium Other Blended Scotch Whisky
          • Super Premium Other Blended Scotch Whisky
          • Premium Other Blended Scotch Whisky
          • Standard Other Blended Scotch Whisky
          • Economy Other Blended Scotch Whisky
      • Single Grain Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • Nastoyka Gorkaya
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Local Non-Grape Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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