Total volume sales of wine are expected to continue to fall in Japan in 2025, and a negative CAGR is anticipated during the forecast period overall. In addition to a declining population, the drinking population is expected to continue to decrease as more of the younger generation are shifting away from alcohol.
As previously mentioned, sake, the largest category within wine, has seen declining total volumes due to the ageing of the consumer group, and the category is expected to continue to decline in the forecast period. In response to this, product developments targeting younger consumers of legal drinking age are expected to be more active in the forecast period.
“Ageing care” wines, which are believed to help maintain youth and beauty, are slowly spreading and gaining a stronger presence in wine. “Ageing care” wine is a new initiative in the wine industry, spearheaded by leading wine importer Motox.
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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
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).
See all of our definitionsThis report originates from Passport, our Wine research and analysis database.
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