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Beer in Japan
June 2022
2021 DEVELOPMENTS
COVID-19 continues to hit the on-trade, and tax reform splits performances
The COVID-19 crisis continued to have a catastrophic impact on on-trade sales of beer in 2021, due to the continuation of home seclusion and various restrictions on foodservice channels. The off-trade was more stable, thanks to the continuous demand for home drinking.
New product development focuses on home consumption
Asahi retained its narrow lead over Kirin in beer in volume terms in 2021. Asahi’s new product from its Super Dry brand, called Nama Jokki kan, which literally means draught beer mug can, became a big hit.
Non-alcoholic beer benefits from increased home drinking and alcohol ban in foodservice
Non-alcoholic beer recorded strong growth in 2021. The rise of health awareness as a result of the pandemic and home seclusion continued to benefit sales of non-alcoholic drinks.
PROSPECTS AND OPPORTUNITIES
A drastic impact from tax reformation
The liquor tax regime will continue to see reformation in the forecast period. Beer is currently classified into three types – beer, happoshu, and new genre beer – determined by factors such as the ratio of malt usage, the use of raw materials, and production method.
Persistent low demand in foodservice
The recovery of beer will depend largely on the revival of the on-trade channel, but the on-trade is not expected to return to pre-COVID-19 volumes during the forecast period. An enduring shift towards working from home following the COVID-19 crisis will be amongst the significant constraints to the recovery of on-trade sales, as it will reduce the opportunities for physical social gatherings, especially after work.
Growing demand for diversified options
Even once the pandemic settles down, consumers will continue to incline towards drinking at home, along with lifestyle changes such as remote working and a decline in the drinking culture after work. With this shift, the market will continue to witness rising demand for diversified options.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer 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.
If you're in the Beer 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 Beer 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 Beer in Japan?
Where is consumer demand for Beer 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?
Beer in Japan - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 continues to hit the on-trade, and tax reform splits performances
New product development focuses on home consumption
Non-alcoholic beer benefits from increased home drinking and alcohol ban in foodservice
PROSPECTS AND OPPORTUNITIES
A drastic impact from tax reformation
Persistent low demand in foodservice
Growing demand for diversified options
CATEGORY BACKGROUND
Lager price band methodology
Summary 1 Lager by Price Band 2021Table 1 Number of Breweries 2016-2021
CATEGORY DATA
Table 2 Sales of Beer by Category: Total Volume 2016-2021Table 3 Sales of Beer by Category: Total Value 2016-2021Table 4 Sales of Beer by Category: % Total Volume Growth 2016-2021Table 5 Sales of Beer by Category: % Total Value Growth 2016-2021Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021Table 7 Sales of Beer by Off-trade vs On-trade: Value 2016-2021Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021Table 10 Sales of Beer by Craft vs Standard 2016-2021Table 11 GBO Company Shares of Beer: % Total Volume 2017-2021Table 12 NBO Company Shares of Beer: % Total Volume 2017-2021Table 13 LBN Brand Shares of Beer: % Total Volume 2018-2021Table 14 Forecast Sales of Beer by Category: Total Volume 2021-2026Table 15 Forecast Sales of Beer by Category: Total Value 2021-2026Table 16 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026Table 17 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026
Alcoholic Drinks in Japan - Industry Overview
EXECUTIVE SUMMARY
Alcoholic drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishmentsSummary 2 Number of On-trade Establishments by Type 2016-2021
TAXATION AND DUTY LEVIES
Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021Table 20 Sales of Alcoholic Drinks by Category: Total Value 2016-2021Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 4 Research Sources
The following categories and subcategories are included:
Beer
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
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This report originates from Passport, our Beer research and analysis database.
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