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Cider/perry has a unique positioning between RTDs and wine. Consumers are attracted to its relatively natural positioning, fruity flavours, and low alcohol content, which tends to range from 3% to 5% abv.
With a craft trend emerging in beer and spirits, there is also potential for the development of craft cider/perry, with growing consumer demand for locally-sourced and more natural products. As such, 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.
Nikka Whisky Distilling Co Ltd lost its dominance in cider/perry in 2019 following the entry of Mercian Corp, but it nonetheless retained a strong lead. The company’s Nikka Cidre brand benefits from a long-established presence in the market with it being favoured by women in their 30s to 50s.
On-trade volume sales of cider/perry are expected to fall by 35% in 2020 in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.
Cider/perry is targeted more at younger adults of a legal drinking age and as such is not expected to be as hard hit by the growing health concerns of Japan’s sizeable middle-aged and older population. In the short-term sales through the on-trade are expected to be given a boost in 2021 by the hosting of the rearranged Tokyo Olympics, while there are also likely to be large numbers if younger adults who are keen to start socialising in bars and restaurants again.
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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.
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.
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.