Total volume sales of beer are expected to continue to fall in Japan throughout the forecast period. In addition to a declining population, the drinking population is expected to continue to decrease due to the shift by some of the younger generation away from alcohol.
Younger consumers of legal drinking age have been shifting away from beer, as drinking alcohol is no longer a regular habit for them, and there are now also many more options in alcoholic drinks. To attract consumers, players in beer are trying to increase touchpoints with consumers and provide experiences related to beer, in order to deliver value.
Despite the increasing sustainability trend globally, awareness of sustainability amongst consumers in Japan is still very low. According to Euromonitor International’s Lifestyles survey, fielded January to February 2024, more than 60% of global consumers are trying to have a positive impact on the environment through everyday actions, while this figure was only 27% in Japan – the lowest amongst all countries surveyed.
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Understand the latest market trends and future growth opportunities for the Beer 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 Beer 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
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsThis report originates from Passport, our Beer research and analysis database.
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