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.
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 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.
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.
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.
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.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!