Cider/Perry in Japan

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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