Total volume sales of RTDs are expected to continue to rise over the forecast period in Japan, bucking the trend in overall alcoholic drinks. The continued steady growth of RTDs is set to be driven primarily by the diversity of products available.
In the context of anticipated decline in overall alcoholic drinks, RTDs is expected to see a total volume increase. However, significant growth is unlikely due to demographic challenges such as a low birth rate and shrinking population.
Despite the increasing sustainability trend globally, awareness is still very low amongst consumers in Japan. According to Euromonitor International’s Lifestyles survey, fielded January to February 2024, more than 60% of consumers globally are trying to have a positive impact on the environment through everyday actions.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsThis report originates from Passport, our RTDs research and analysis database.
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