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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Japan

Aug 2020

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Executive Summary

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COVID-19 impact on alcoholic drinks

COVID-19 has had somewhat of a polarised impact on sales of alcoholic drinks in Japan as consumers have adapted to the new circumstances. Following the declaration of a state of emergency in Japan in April 2020 foodservice outlets were asked to voluntarily close or reduce their operating hours, with no alcohol to be served after 19:00PM.

COVID-19 country impact

A state of emergency was imposed in seven major Japanese prefectures from 6 April and all 47 prefectures from 16 April. People were encouraged to stay home, avoid group events, avoid stockpiling and to wash hands, with no penalties or mandatory requirements.

Ienomi trend boosts off-trade sales in 2019

Alcoholic drinks in Japan declined in total volume terms in 2019 as it continued to suffer from rising health-awareness, budget-consciousness and changes in consumer behaviour. Three of the key areas – beer, shochu/soju and sake – all recorded negative growth as companies struggled to attract the younger generation of legal drinking age, while many of Japan’s expanding group of middle-aged and older consumers looked to reduce their intake of these drinks due to health concerns.

Companies look for new ways to attract drinkers with attitudes towards alcohol changing

With perceptions and attitudes towards alcoholic drinks undergoing changes in Japan the competitive landscape has become increasingly active with companies constantly looking for new ways to reach and attract drinkers. Asahi Breweries Ltd and Kirin Brewery Co Ltd remained the clear overall leaders in 2019, largely thanks to their dominance in beer, by far the largest category in total volume terms in alcoholic drinks.

Demographic challenges and the impact of COVID-19 likely to heavily influence sales of alcoholic drinks over the forecast period

Alcoholic drinks in Japan is set for a further decline over the forecast period, despite the efforts of the leading producers to bring new life to the industry. A key challenge is Japan’s declining and rapidly ageing population.

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Overview

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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

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Ienomi trend boosts off-trade sales in 2019

Companies look for new ways to attract drinkers with attitudes towards alcohol changing

Demographic challenges and the impact of COVID-19 likely to heavily influence sales of alcoholic drinks over the forecast period

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

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 2014-2019

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

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 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Tax reforms and a growing desire for a more authentic beer taste influence new product development for new genre beer in 2019

Health concerns drive ongoing growth in non-alcoholic beer in 2019 with demand being met by new product development from the leading players

Leading players fight for share in 2019 with new product offerings, new experiences and sponsorship opportunities

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2019
Table 18 Number of Breweries 2014-2019

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2014-2019
Table 20 Sales of Beer by Category: Total Value 2014-2019
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 27 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 29 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 30 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 31 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Japan-EU Economic Partnership Agreement (EPA) comes into force in 2019

Suntory Wine looks to attract younger consumers with new 7% abv wine

Chilean wine faces renewed competition while Takara looks to add fizz to sake

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2014-2019
Table 35 Sales of Wine by Category: Total Value 2014-2019
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 49 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 50 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 51 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019
Table 61 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 62 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Highballs remain popular in 2019 but Japanese whisky suffers from supply shortages

Manufacturers look to give shochu/soju a makeover as sales fall

Suntory Spirits explores new opportunities as supplies of domestic whisky dry up

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

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

Summary 4 Benchmark Brands 2019

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2014-2019
Table 66 Sales of Spirits by Category: Total Value 2014-2019
Table 67 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 68 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 74 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 76 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 77 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 79 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 80 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 81 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 82 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 83 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Mercian Corp makes strong entry in 2019 with cider/perry flourishing thanks to popularity among younger adults

Natural positioning of cider/perry suggests potential for craft movement

Nikka Cider leads but faces increased competition as Mercian Corp enters the market

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 86 Sales of Cider/Perry: Total Volume 2014-2019
Table 87 Sales of Cider/Perry: Total Value 2014-2019
Table 88 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 89 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 95 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 96 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 97 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 98 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Budget consciousness and changing work lifestyles boost demand for RTDs through the off-trade in 2019, while on-trade sales decline

Companies introduce alcohol strengths to cater to more consumers

Lemon sour adds a new twist to RTDs as Coca-Cola makes its first foray into alcoholic drinks

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 101 Sales of RTDs by Category: Total Volume 2014-2019
Table 102 Sales of RTDs by Category: Total Value 2014-2019
Table 103 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 104 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 109 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 110 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 111 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 112 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 113 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 114 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 115 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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Megatrends

Country Report

Alcoholic Drinks in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Ienomi trend boosts off-trade sales in 2019

Companies look for new ways to attract drinkers with attitudes towards alcohol changing

Demographic challenges and the impact of COVID-19 likely to heavily influence sales of alcoholic drinks over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Alcoholic Drinks in Japan

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Ienomi trend boosts off-trade sales in 2019

Companies look for new ways to attract drinkers with attitudes towards alcohol changing

Demographic challenges and the impact of COVID-19 likely to heavily influence sales of alcoholic drinks over the forecast period

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

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Beer in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Tax reforms and a growing desire for a more authentic beer taste influence new product development for new genre beer in 2019

Health concerns drive ongoing growth in non-alcoholic beer in 2019 with demand being met by new product development from the leading players

Leading players fight for share in 2019 with new product offerings, new experiences and sponsorship opportunities

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Japan-EU Economic Partnership Agreement (EPA) comes into force in 2019

Suntory Wine looks to attract younger consumers with new 7% abv wine

Chilean wine faces renewed competition while Takara looks to add fizz to sake

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Spirits in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Highballs remain popular in 2019 but Japanese whisky suffers from supply shortages

Manufacturers look to give shochu/soju a makeover as sales fall

Suntory Spirits explores new opportunities as supplies of domestic whisky dry up

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

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

CATEGORY DATA

Cider/Perry in Japan

HEADLINES

PRE-COVID-19 PERFORMANCE

Mercian Corp makes strong entry in 2019 with cider/perry flourishing thanks to popularity among younger adults