The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Japan is something of an anomaly among global beer markets: a result of the combined effect of its regulatory, social and demographic environment. Total beer volumes continue to follow a well-established pattern of decline; however, this negative picture masks underlying opportunities. Niche categories hold considerable potential – non/low alcohol beer remains dynamic, while the rise of craft is boosting a wide range of styles. What can brewers beyond Japan learn from this unique market?
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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.
Japan is something of an anomaly among global beer markets: a result of the combined effect of its regulatory, social and demographic environment. However, many of the challenges faced by mature markets around the world, primarily linked to saturation and maturity, are equally relevant in Japan, as are many of the trends seen globally in beer.
Total beer volumes in Japan have been in consistent decline since 2013. Consumer desire for healthier lifestyles, competition from other categories and changing consumption patterns are among the key factors behind this fall in sales.
Tax brackets for beer in Japan are currently linked to malt content. This has led to the development of “happoshu”; a lighter beer-style drink with a low level of malt. There are also“new genre” beers which are positioned as an alternative to standard beer and utilise crops other than malt. Expected changes to the tax system are likely to have a notable impact.
Overall beer volumes in Japan are forecast to continue falling up to 2021; however, there are opportunities to be found in niche categories. The rise of craft is generating renewed enthusiasm for diverse beer styles that have been, to date, less prevalent than the ubiquitous pilsner-style products. Non/low alcohol beer is also highly dynamic, and is being boosted further by ongoing innovation.
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.