Japan Beer Market Insights Report 2015

Date: August 31, 2015
Pages: 118
US$ 6,520.00
License [?]:
Publisher: GlobalData
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: JE029865754EN

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Japan Beer Market Insights Report 2015

The beer market in Japan continued to decline in keeping with shrinking population and stagnating economy. The driving trend in 2014 was the zero calorie and zero sugar beers which saw the happoshu market grow after years of decline. As volumes have been declining, brewers have acquiring shares in Japanese pub chains to help boost profits

  • The beer market continued to decline in 2014
  • Brewers began buying shares in EDA establishments
  • Premium beer continued to outperform the market

Canadean's Japan Beer Market Insights 2015 Report provides a complete overview of the Japan beer industry structure offering a comprehensive insight into historical background trends, 2014 performance and 2015 outlook. Covering total market (on and off-premise) the report details:
  • 2010-2014 actual detailed beer consumption volume data by segment, brand, brewer, packaging and distribution (on-/off-premise), with 2015 forecasts
  • Top line production, import, export and consumption volume from 2004-2014 with forecasts for 2015
  • Value by distribution channel 2010-2014, with 2015 forecasts
  • 2013-2015 selected on-/ off-premise retail prices
  • Details of key beer new product launches in 2014 by company
  • Overview of the competitive landscape in the beer market, with analysis of key company performance
  • Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market
  • Data is also available in excel format
  • Gain an in-depth understanding of the dynamics and structure of the Japan beer industry, from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning
  • Evaluate the current emerging trends and future growth opportunities in the Japan beer market to support your brand development and marketing initiatives
  • Understand volume vs value trends and identify the key growth opportunities across the super-premium, premium, mainstream and discount segments to best target profitability
  • Analyse domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage
  • Interrogate the unique granularity of our data to analyse the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company
  • Use our new powerpoint add-on to quickly absorb a succinct summary of the key trends in the Japan beer market
  • View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects



3.1 Market Context
3.2 Market Parameters Tables
3.3 Legislation and Taxation Tables



5.1 Market Commentary
5.2 New Products and Photo Shots
5.3 Packaging Trends
5.4 Beer Pricing Tables
5.5 Beer Data Tables



7.1 Disclaimer
7.2 Methodology and Product Definitions
7.3 Map


Figure 1: Beer Leading Brewers/Importers, 2014
Figure 2: Beer Consumption by Pack Material/Type, 2014
Figure 3: Beer Distribution by Channel, 2014
Figure 4: Beer Consumption by Price Segment, 2014


Asahi Breweries
Kirin Brewery
Orion Breweries
Sapporo Breweries
Suntory Liquors Limited
Heineken Kirin KK
Molson Coors Japan
Nippon Beer
Nihon Shuirui Hanbai Co
Aeon Co
Seven and I Holdings

Despite challenging economic circumstances, the Japanese beer market ended the year with only a marginal decrease in sales. This was partly attributable to the aggressive promotion of premium beer. The beer market in Japan is dominated by four national players (Asahi, Kirin, Suntory and Sapporo) and one regional player (Orion in Okinawa). The four national players account for an approximate 95% share of total market volume. These key players in the Japanese beer market brought new value to Japanese consumer by proactively carrying out promotional campaigns. This reflected consumer interest in quality and high added value, supported by active promotion, and boredom with choosing beer based on prices.

The tax increase however, has cast a shadow of concern over the beer category in Japan for 2013, but with a full picture of its consequences yet to be determined; it remains poised as a sword of Damocles precariously hung over the Japanese Beer sector.

Hopeful signs in the declining market

The beer market has been shrinking over the last ten years in pace with Japan’s economic decline and shrinking population. Malt-based beer consumption started contracting after the economic bubble burst in the early 1990s. From then on, malt-based beers started being replaced by cheaper happoshu. At the turn of century, the entire beer market including happoshu began declining. In 2004, cheaper new genre beer beverages started attracting consumers, mainly those from the happoshu market. The total market size continued to decline, while malt-based beer declined at a pace of over 3% per year. Awareness building campaigns against alcoholic beverages and increasing health consciousness also damaged sales.

2012 saw some hopeful signs in the market. The first sign was a slowdown in the malt-based beer market’s contraction. Malt-based beer performed unexpectedly well in 2012, and was anticipated to see positive growth after 16 years of declines until the last month of the year. Sales ended with a slight drop overall, but the fact that malt-based beer (especially relatively expensive high value-added beers) attracted/regained consumers was good news.

Health benefits continue to be a key driver

Health benefits and ‘healthiness’ have been key trends in the commercial beverage market for years. This trend continues to intensify as the Japanese government and media — concerned over growing national medical expenses in their aging society — keeps emphasizing the importance of staying healthy by having regular medical checkups and avoiding metabolic syndromes and lifestyle diseases.

Japanese consumers are becoming more and more conscious about staying fit by maintaining or reducing their body weight through healthier daily lifestyles, including healthy foods and beverages. There are consumers who try to cut down on alcoholic beverages because they could have negative impact on their health. In order to help stabilise the economy there has been a rapid growth of alcohol-free beverages with beer, wine and cocktail flavours which are also attributable to consumers’ health interest. In the foreseeable future, health benefits are expected to continue being the main trend driving the market.

High alcohol tax rate on malt-based beer

The tax increase in Japan has cast a shadow of concern over the beer category for 2013. Both an alcohol tax and consumption tax are imposed on beer. However, the alcohol tax varies depending on the amount of alcohol and other ingredients. The alcohol tax per th hl is JPY220,000 for beer brewed from over two-thirds malt, JPY178,125 for happoshu brewed from over 25-50% malt, JPY134,250 for happoshu brewed from 0-25% malt, and JPY80,000 for new genre beer brewed without malt. These tax rates were set in May 2006. The high tax rate is one of the main reasons for the decline in the consumption of malt-based beer, especially during the recession. Nevertheless, the government is reluctant to reduce the alcohol tax rate because it generates cash for dealing with Japan’s deficit.

The material was prepared in August, 2013.


Table 1: Japan Population Size and Growth, 1986-2017F
Table 2: Asia Population Size and Growth, 2004-2015F
Table 3: Japan Economic Indicators, 2006-2016F
Table 4: Asia Commercial Beverage Consumption - Per Capita, 2004-2015F
Table 5: Asia Commercial Beverage Consumption - Per Capita % Share, 2004-2015F
Table 6: Asia Commercial Beverage Consumption - Per Capita Growth, 2005-2015F
Table 7: Taxation Base
Table 8: Historical Excise Rates of Beer
Table 9: Legal Controls on Beer
Table 10: Tax Burden on Malt-Based Beer @ 5% Abv, 2015
Table 11: Leading Retail Groups for Beer 2010-2014 (number of outlets)
Table 12: Beer Key Facts
Table 13: Top 10 Beer Brands - Volume, 2012-2014
Table 14: Top 10 International Premium and Superpremium Beer Brands - Volume, 2012-2014
Table 15: Licensed Brand Owners and Licensees
Table 16: Beer Market Valuation (Local Currency), 2013-2015F
Table 17: Trade Margin Build-Up Model
Table 18: Selected Consumer Beer Prices: On-Premise, 2013-2015
Table 19: Selected Consumer Beer Prices: Off-Premise, 2013-2015
Table 20: Beer Production/Trade/Consumption 000 HL, 2004-2015F
Table 21: Beer Production/Trade/Consumption - Growth, 2004-2015F
Table 22: Consumption of FABs and Cider (000 HL), 2004-2015F
Table 23: Beer Foreign Trade By Country (Imports), 2011-2015F
Table 24: Beer Foreign Trade By Country (Exports), 2011-2015F
Table 25: Beer Market Valuation (Local Currency), 2013-2015F
Table 26: Beer Consumption by Local Definition, 2011-2015F
Table 27: Beer Consumption by Standard Price Segmentation, 2011-2015F
Table 28: Beer Consumption by Alcoholic Strength, 2011-2015F
Table 29: Beer Consumption by Type, 2011-2015F
Table 30: Beer Consumption by Geographic Scope, 2011-2015F
Table 31: Beer All Trademarks, 2010-2014
Table 32: Beer Brands by Local Definition, 2010-2014
Table 33: Beer Brands by Standard Price Segment, 2010-2014
Table 34: Beer Brands by Alcoholic Strength, 2010-2014
Table 35: Beer Brands by Type, 2010-2014
Table 36: Imported Brands by Origin, 2010-2014
Table 37: Beer Licensed Brands, 2010-2014
Table 38: Beer Private Label Brands, 2010-2014
Table 39: Beer Trademark Owners, 2010-2014
Table 40: Beer Local Operators, 2010-2014
Table 41: Beer leading Brewers/Importers, 2010-2014
Table 42: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2011-2015F
Table 43: Beer Distribution: On vs Off Premise, 2011-2015F
Table 44: Asahi Breweries Brand Volumes 2010-2014
Table 45: Kirin Brewery Co Ltd, Japan Brand Volumes 2010-2014
Table 46: Orion Breweries Brand Volumes 2010-2014
Table 47: Sapporo Breweries Brand Volumes 2010-2014
Table 48: Suntory Beverage and Food Brand Volumes 2010-2014

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Beer in Japan US$ 350.00 Apr, 2015 · 41 pages

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