Total volume sales of spirits are expected to fall in Japan in 2025, and indeed throughout the forecast period to 2029. Although shochu/soju is expected to remain the largest category within spirits, it declined for most of the past decade due to the decline in the drinking population, and this trend is expected to continue.
In contrast to the falling demand for shochu/soju, total volume demand for whiskies is expected to remain firm and even see some growth. Demand for premium products is expected to continue, as the number of connoisseurs who purchase high-quality whiskies to enjoy at home has increased as a result of the pandemic.
As mentioned, shochu/soju has been facing challenges due to the diversification of consumer preferences, with younger generations of legal drinking age who enjoy alcohol not favouring such traditional alcoholic drinks, instead choosing options such as whiskies and wine. This competition is expected to persist.
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Understand the latest market trends and future growth opportunities for the Spirits 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 Spirits 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitionsThis report originates from Passport, our Spirits research and analysis database.
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