Japan Beer Market Insights 2013

Japan Beer Market Insights 2013

Published: July 2013
Publisher: Canadean Ltd
Product ref: 176737
Pages: 95
Format: PDF
Delivery: By product vendor

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Product Synopsis
A detailed market research report on the Japan beer industry. Researched and published by Canadean.

Introduction and Landscape
Why was the report written?
This report comprises of high level market research data on the Japan beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?
The Japanese beer market is an aggregation of three subcategories with different sales trends: Malt-based beer (consisting of at least two-thirds malt/wheat), happoshu (consisting of less than two-thirds malt/wheat) and new-genre beer (alcoholic beverages that taste like beer but do not contain malt or wheat).

What are the key drivers behind recent market changes?
The relatively good performance of malt-based beer in 2012 was partly attributable to the aggressive promotion of premium beer. Suntory renewed “the Premium Malts” and proactively carried out promotional campaigns. Asahi released Super Dry “Dry Black”, which brought new value to Japanese consumers by “combining the richness of black beer with dryness that suits the Japanese palate”.

What makes this report unique and essential to read?
The Japan Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced ‘on-the-ground’ industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Japan Beer industry. Data includes volumes from 2008 to 2012 plus forecasts for 2013, enabling historical and current trend analysis.

This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.

This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.

This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for major brewers

This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.

Key Market Issues
The decreasing popularity of alcoholic beverages is continuing as a negative driver in the beer market. This trend is especially true among younger consumers, who grew up with wide-ranging soft drinks and are more likely to consider alcoholic beverages (especially beer) bitter and not tasty

The relatively good performance of malt-based beer in 2012 was partly attributable to the aggressive promotion of premium beer

On-premise beer consumption slightly rose in 2012, partly because the restaurant industry picked up. New beer dispensers also pushed up on-premise beer consumption.

Japan has the world's tenth-largest population, with over 127 m people and the world’s third largest economy

The beer market in Japan is an oligopoly dominated by four national players (Asahi, Kirin, Suntory and Sapporo) and one regional player (Orion in Okinawa).

Key Highlights
The beer market has been shrinking over the last ten years in pace with Japan’s economic decline and shrinking population

Although the total beer market is expected to shrink further, the pace is expected to slow down significantly if marketing continues to communicate the value of quality beer

Malt-based beers offer brighter future

‘Abenomic’s, the economic doctrine of the Japanese prime minister may offer hope to the economy and beer category

Beer imports showed strong growth in 2012. Sales of new genre beer from South Korea, for example, continued to increase.

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Related research categories

By sector: Beer (in Beer & Cider)

By market: Japan (in Asia)


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