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Wine in Japan
June 2022
2021 DEVELOPMENTS
Loss of consumption opportunities continues in foodservice
The on-trade continued to struggle in wine in volume terms in 2021, due to the impact of the government’s request to shorten opening hours for foodservice establishments following the declaration of the state of emergency, and the ban on the serving of alcoholic drinks. The loss of consumption opportunities was particularly notable for wine, as the category has a relatively high proportion of sales from the on-trade channel.
The off-trade channel aims to attract newcomers
With home seclusion leading to a rapid increase in off-trade demand in 2020, the off-trade also recorded a decline in volume sales in 2021 as a rebound. However, volume sales remained higher than in 2019, and the shift to home drinking remained, as the home seclusion lifestyle dragged on.
Pandemic accelerates decline of sake
2021 was another year of struggle for sake, due to the severe situation in the on-trade. For the second year in a row, demand from restaurants, tourism and banquets declined or disappeared.
PROSPECTS AND OPPORTUNITIES
The challenge remains to expand the consumer base for wine
As the COVID-19 crisis calms down, the benefits of home seclusion are expected to fade away, which will result in a continued off-trade decline for wine, whilst on-trade sales are set to rebound, but not return to the 2019 level during the forecast period. The wine category will continue to face the challenge of attracting new consumer segments.
Non-alcoholic and low-alcohol wine expected to become more everyday options
The two years of the COVID-19 crisis saw the rapid cultivation of demand for non-alcoholic and low-alcohol wine. Even before the pandemic, there had been a trend, particularly amongst the younger generations, not to drink alcohol.
Sake needs to go beyond tradition
The growth of functional products such as lower-carb and zero-carb sake is expected to continue, especially amongst the older generation, which account for most volume sales of sake. However, given the decline in the domestic drinking population, there is an urgent need to promote the consumption of sake amongst new consumer groups, particularly the younger generation of legal drinking age.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine 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 Wine 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
The Wine in Japan report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Wine in Japan?
Where is consumer demand for Wine focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in Japan?
How are products distributed in Japan?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?
Wine in Japan - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Loss of consumption opportunities continues in foodservice
The off-trade channel aims to attract newcomers
Pandemic accelerates decline of sake
PROSPECTS AND OPPORTUNITIES
The challenge remains to expand the consumer base for wine
Non-alcoholic and low-alcohol wine expected to become more everyday options
Sake needs to go beyond tradition
CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2016-2021Table 2 Sales of Wine by Category: Total Value 2016-2021Table 3 Sales of Wine by Category: % Total Volume Growth 2016-2021Table 4 Sales of Wine by Category: % Total Value Growth 2016-2021Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021Table 6 Sales of Wine by Off-trade vs On-trade: Value 2016-2021Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021Table 16 GBO Company Shares of Champagne: % Total Volume 2017-2021Table 17 NBO Company Shares of Champagne: % Total Volume 2017-2021Table 18 LBN Brand Shares of Champagne: % Total Volume 2018-2021Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021Table 25 GBO Company Shares of Non-grape Wine: % Total Volume 2017-2021Table 26 NBO Company Shares of Non-grape Wine: % Total Volume 2017-2021Table 27 LBN Brand Shares of Non-grape Wine: % Total Volume 2018-2021Table 28 Forecast Sales of Wine by Category: Total Volume 2021-2026Table 29 Forecast Sales of Wine by Category: Total Value 2021-2026Table 30 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026Table 31 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
Legal purchasing age and legal drinking ageDrink drivingAdvertisingSmoking banOpening hoursOn-trade establishmentsSummary 1 Number of On-trade Establishments by Type 2016-2021
TAXATION AND DUTY LEVIES
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 32 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 33 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021Table 34 Sales of Alcoholic Drinks by Category: Total Value 2016-2021Table 35 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021Table 36 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021Table 40 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021Table 41 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021Table 42 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021Table 43 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021Table 44 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026Table 45 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026Table 46 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026Table 47 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 3 Research Sources
The following categories and subcategories are included:
Wine
Port
Sherry
Vermouth
Other Fortified Wine
Apple Wine
Bokbunjaju
Cheongju
Chinese Wine
Economy Rice Wine
Fortified Fruit Wine
Fruit and Berry Wine
Fruit and Herbal Wine
Fruit and Honey based Wine
Fruit Wine
Local Non-Grape Wine
Lower Mid-Range Rice Wine
Non-Grape Dessert Wine
Premium Rice Wine
Rice Wine
Sake
Takju
Upper Mid-Range Rice Wine
Yakju
Yellow Wine
Other Non-Grape Wine
Champagne
Other Sparkling Wine
Still Red Wine
Still Rosé Wine
Still White Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).