Executive Summary

Jul 2019
PROSPECTS
Growth slowing

Cider/perry saw ongoing growth in 2018, though its rate of expansion continued to slow, and the category remains niche in the Japanese market. The core consumer base for cider/perry is comprised of female and young adult consumers of legal drinking age who are attracted to its relatively natural and, therefore, healthier positioning, fruity flavour and low alcohol content, which tends to range from 3% to 5% abv.

Potential to tap into craft trend

With a craft trend emerging in beer and spirits, cider’s promotion as a local product sourced from particular areas provides potential for development in line with developing consumer trends. An increasing number of wineries and breweries are producing cider from locally grown apples from the country’s three main apple-growing regions - the prefectures of Aomori, Nagano and Yamagata.

RTDs posing a growing threat

Cider/perry is expected to see ongoing volume growth between 2018 and 2023, offering a rare bright spot in the overall Japanese alcoholic drinks market, while spirits stagnates and beer and wine see volumes decline. However, the only category forecast to put in a stronger performance is RTDs, a major competitor of cider/perry.

COMPETITIVE LANDSCAPE
Nikka Whisky Distilling maintains dominance

Nikka Whisky Distilling Co Ltd remained dominant in cider/perry in 2018. The company’s Nikka Cidre brand benefits from a long-established presence in the market, dating back to 1956.

Hard Cidre the fastest-growing major brand

Kirin Brewery Co Ltd is the second largest player in cider/perry through its Hard Cidre brand. Hard Cidre was the fastest-growing major brand in the category in 2018, though the combined volumes of brands outside the top five grew at a significantly faster rate.

Premium positioning for imported cider

Imported cider/perry comes mostly from the UK and France and is primarily consumed in on-trade channels, such as pubs, bars and restaurants. Imported ciders are positioned as premium products, with British cider being more popular among male consumers, while French cider is more popular among women.

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Cider/Perry in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Japan with research from Euromonitor's team of in-country analysts.

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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 Cider/Perry industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry 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 Cider/Perry in Japan?
  • What are the major brands in Japan?
  • Is premiumisation expected to continue to be an important driver in cider?
  • Who are the key consumers of cider: men, women, younger or older consumers?
  • Where is cider mainly consumed- at home or away from home?

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.

Cider/Perry in Japan - Category analysis

HEADLINES

PROSPECTS

Growth slowing
Potential to tap into craft trend
RTDs posing a growing threat

COMPETITIVE LANDSCAPE

Nikka Whisky Distilling maintains dominance
Hard Cidre the fastest-growing major brand
Premium positioning for imported cider

CATEGORY DATA

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