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Beer in
Japan

Country Report

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Executive Summary

Jul 2019
PROSPECTS
Significant revisions to taxation

The revisions to Japan’s national liquor tax made in 2017 will involve the streamlining of the beer category in the market. The currently distinct beer and beer-based alcoholic drinks tax categories will be unified, becoming the “beer-flavoured effervescent alcoholic beverages” category, in 2026.

Potential for craft beer development

The reclassification of beer implemented in April 2018 allows for the increased use of ingredients such as fruits, spices, herbs, honey, salt and others in addition to the currently allowed ingredients, which include malt, grains, starches and specific aromatic agents. This will create opportunities for greater innovation within beer, potentially boosting the development of the craft beer trend.

Non alcoholic beer sees significant activity

Rising consumer health-consciousness underpins a growing demand for non alcoholic beer in Japan. Non alcoholic beer continued to register volume growth in 2018, spurred by ongoing manufacturer innovation.

COMPETITIVE LANDSCAPE
Kirin gains ground on leader

Asahi retained the lead in beer in 2018, though second-placed Kirin gained ground despite seeing falling volumes. Kirin initiated the renewal of its core beer brand, Kirin Ichiban Shibori, in September 2017, which helped to attract new consumers and boost sales in retail channels.

Multinationals perform well

The only major brewers to see volume growth in 2018 were the local representatives of global giants, Anheuser-Busch InBev and Heineken, which benefited from rising demand for Western brands in lager. While Heineken’s eponymous brand is brewed locally, the competitive standing of brands such as Anheuser-Busch InBev’s Corona Extra may be slightly undermined by changes to beer taxation commencing in 2020, as the tax burden as a percentage of the final price is smaller for premium imported beer than for domestic products.

Innovation in non alcoholic beer

Non alcoholic beer is proving to be a key focus of innovation for major brewers. 2018 saw Suntory introduce a new version of one of its existing non alcoholic beers called, All-Free All-Time.

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Beer in Japan

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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 includes:

  • 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
  • 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.

Beer in Japan - Category analysis

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 1 Lager by Price Band 2018

CATEGORY DATA

Table 1 Sales of Beer by Category: Total Volume 2013-2018
Table 2 Sales of Beer by Category: Total Value 2013-2018
Table 3 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 10 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 12 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 13 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 14 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Japan - Industry Overview

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 16 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 17 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources