アルコール飲料の日本市場の評価：タイプ別、アルコール度数別、包装別、カテゴリ別、流通チャネル別、地域別、機会、予測（2017年度～2031年度）

日本のアルコール飲料の市場規模は、2023年度に816億2,000万米ドル、2031年度までに988億3,000万米ドルに達し、予測期間の2024年度～2031年度にCAGRで2.42%の成長が予測されています。

こうした成長動向は、消費者の選好の進化、健康や品質に対する意識の高まり、ユニークで本格的な体験に対する欲求を反映しています。市場の企業は、こうした動向に対応することで、機会を生かし、消費者の需要の変化に対応することができます。

人口動態の変化

日本は人口動態に大きな変化を見せています。この変化の主な促進要因の1つは高齢化です。日本は世界有数の長寿国であり、出生率が低下しているため、急速に高齢化社会が進んでいます。この人口動向は、日本にさまざまな社会的、経済的、文化的課題を突きつけています。高齢者の割合が増加するにつれ、アルコール飲料市場を含め、高齢者特有のニーズに対応した製品やサービスへの需要が高まっています。高齢化に伴い、アルコール摂取に慎重な高齢消費者の間で、低アルコールやアルコールフリーの選択肢を好む動向が強まっています。このため、低アルコールビールなど、この層を明確にターゲットにした飲料が開発されています。

さらに、高齢化も消費者の行動や選好に影響を与えています。高齢の消費者は健康とウェルネスを優先する動向があり、低カロリーや無添加のオプションなど、より健康的なアルコール飲料への需要のシフトにつながっています。メーカーや小売業者は、高齢消費者の選好の変化に合わせた幅広い選択肢を提供することで、こうした人口動態の変化に対応しています。

伝統的なクラフト飲料

日本の酒、焼酎、梅酒といった日本の伝統的飲料は、日本の文化と伝統に深く根ざしています。これらの飲料は、日本の豊かな伝統とのつながりを表すものとして、消費者にとって特別なものとなっています。伝統的な飲料への評価は、その継続的な消費と市場での成長につながっています。最近、クラフトビール、ウイスキー、日本酒を含むクラフト飲料が人気を博しています。消費者は、独特の風味と特徴を持つ、ユニークで高品質な手作り製品をますます求めるようになっています。小規模で独立した醸造所や蒸留所で生産されることの多いクラフト飲料は、目の肥えた消費者を惹きつけるニッチでプレミアムなセグメントを提供しています。これらの飲料は、地元産の高品質な原料を使用し、伝統的な生産方式を重視することが多いです。本物志向とトレーサビリティ重視の姿勢は、透明性を重視し、消費する製品の原産地や製造過程を知りたがる消費者にアピールします。

梅酒や果実酒の人気

梅酒や果実酒は、いくつかの要因により、市場を牽引する重要な役割を果たしています。第一に、梅酒・果実酒はユニークで個性的な風味を提供し、斬新な味覚体験を求める消費者にアピールします。第二に、これらの飲料は、消費の多様性に対する需要の高まりに対応しています。ストレート、オンザロック、カクテルに混ぜるなど、さまざまな飲み方ができるため、消費者は選好に応じてさまざまな飲み方を試すことができます。第三に、これらの飲料は日本では文化的な意義を持っています。祝賀やもてなしを連想させることが多いため、消費者との間に強い感情的な結びつきが生まれます。最後に、梅酒や果実酒に天然材料を使用することは、本物で高品質な製品を求める消費者の選好と共鳴します。本物のフルーツを取り入れることで、知覚価値が高まり、これらの飲料の全体的な魅力が増します。

つまり、梅酒や果実酒は、その独特の風味、汎用性、文化的意義、自然で本格的な製品を求める消費者の選好との一致により、市場の成長を促進しています。

COVID-19の影響

COVID-19パンデミックは市場に大きな影響を与えました。飲食店や社交場での消費が制限されたため、店内での消費が減少し、店外消費へとシフトしました。クラフトビールメーカーや小規模メーカーは、人通りの減少や限られた流通チャネルによる課題に直面しました。世界のサプライチェーンの混乱は、特定の輸入製品の入手に影響を与えました。消費者の選好は、家庭で飲むプレミアムで高品質な飲料へとシフトしました。eコマースプラットフォームは消費者にリーチするために不可欠となっています。パンデミックが広がる中、その影響の範囲は変化を続けています。

当レポートでは、日本のアルコール飲料市場について調査分析し、市場規模と予測、市場力学、主要企業の情勢と見通しなどを提供しています。

目次

第1章 調査手法

第2章 プロジェクトの範囲と定義

第3章 日本のアルコール飲料市場に対するCOVID-19の影響

第4章 エグゼクティブサマリー

第5章 顧客の声

• 人口統計（年齢/コホート分析 - 団塊世代とX世代、ミレニアル世代、Z世代、性別、所得 - 低、中、高、地域、国籍など）
• 市場の認知度と製品情報
• ブランドの認知度とロイヤルティ
• 購入決定において考慮される要素
• 購入目的（個人使用、贈答）
• 購入頻度
• 購入媒体
• 製品/ブランドの吸収におけるブランドアンバサダーまたはインフルエンサーマーケティングの役割

第6章 日本のアルコール飲料市場の見通し（2017年度～2031年度）

• 市場規模と予測
  • 金額
  • 数量
• タイプ別
  • ビール
  • ワイン
  • スピリッツ
  • サイダー、フレーバーアルコール飲料（FAB）
  • その他
• アルコール度数別
  • 高
  • 中
  • 低
• 包装別
  • アルミ缶
  • パウチ包装
  • ガラスびん
  • ペットボトル
  • その他
• カテゴリ別
  • 大衆向け
  • プレミアム
• 流通チャネル別
  • コンビニエンスストア
  • オンプレミス
  • 酒屋
  • 食料品店
  • インターネット小売
  • スーパーマーケット
  • その他
• 地域別
  • 北部
  • 東部
  • 西部・中部
  • 南部
• 市場シェア：企業別（2023年度）

第7章 市場マッピング（2023年度）

• タイプ別
• アルコール度数別
• 包装別
• カテゴリ別
• 流通チャネル別
• 地域別

第8章 マクロ環境と産業構造

• 需給分析
• 輸出入の分析
• バリューチェーン分析
• PESTEL分析
• ポーターのファイブフォース分析

第9章 市場力学

• 成長促進要因
• 成長抑制要因（課題、抑制要因）

第10章 主要企業の情勢

• マーケットリーダー上位5社の競合マトリクス
• マーケットリーダー上位5社の市場収益の分析（2023年度）
• 合併と買収/合弁事業（該当する場合）
• SWOT分析（市場参入企業5社向け）
• 特許分析（該当する場合）

第11章 価格分析

第12章 ケーススタディ

第13章 主要企業の見通し

• Suntory Holdings Ltd
• Kirin Holdings Company, Limited
• Asahi Group Holdings Ltd
• Takara Holdings Inc (Takara Shuzo Co., Ltd)
• Sapporo Holdings Ltd
• Choya Umeshu Co., Ltd.
• Ozeki Corporation
• Gekkeikan Sake Co., Ltd.
• Sanwa Shurui Co., Ltd.
• OENON Holdings, Inc.

第14章 戦略的推奨事項

第15章 当社について、免責事項

List of Tables

• Table 1. Pricing Analysis of Products from Key Players
• Table 2. Competition Matrix of Top 5 Market Leaders
• Table 3. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 4. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. Japan Alcoholic Beverages Market, By Value, In USD Billion, FY2017-FY2031F
• Figure 2. Japan Alcoholic Beverages Market, By Volume, In Units Thousand, FY2017-FY2031F
• Figure 3. Japan Alcoholic Beverages Market Share, By Type, In USD Billion, FY2017-FY2031F
• Figure 4. Japan Alcoholic Beverages Market Share, By Alcohol Content, In USD Billion, FY2017-FY2031F
• Figure 5. Japan Alcoholic Beverages Market Share, By Packaging, In USD Billion, FY2017-FY2031F
• Figure 6. Japan Alcoholic Beverages Market Share, By Category, In USD Billion, FY2017-FY2031F
• Figure 7. Japan Alcoholic Beverages Market Share, By Distribution Channel, In USD Billion, FY2017-FY2031F
• Figure 8. Japan Alcoholic Beverages Market Share, By Region, In USD Billion, FY2017-FY2031F
• Figure 9. By Type Map-Market Size (USD Billion) & Growth Rate (%), FY2023
• Figure 10. By Alcohol Content Map-Market Size (USD Billion) & Growth Rate (%), FY2023
• Figure 11. By Packaging Map-Market Size (USD Billion) & Growth Rate (%), FY2023
• Figure 12. By Category Map-Market Size (USD Billion) & Growth Rate (%), FY2023
• Figure 13. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), FY2023
• Figure 14. By Region Map-Market Size (USD Billion) & Growth Rate (%), FY2023

The Japan Alcoholic Beverages Market was estimated at USD 81.62 billion in FY2023 and is anticipated to reach USD 98.83 billion by FY2031. The market is projected to witness a CAGR of 2.42% during the forecast period FY2024-2031. Several social and economic factors shape alcohol consumption in Japan. One of these factors is the revival of traditional alcoholic beverages, while another significant aspect is the regional variation in beverage preferences across the country due to its diverse geography.

In Japan, the legal drinking age is set at 20 years old. Social drinking holds significant importance in Japanese society, serving as a means to foster social and business connections. Additionally, it is common for Japanese families to consume alcoholic beverages regularly within the comfort of their homes. Another noteworthy aspect is the Japanese tradition of exchanging alcohol-related gifts with family members and business associates on multiple occasions throughout the year. The Japanese alcoholic beverages market offers a wide range of options, including beer, Happoshu (a low-malt beverage with similar alcohol content to beer), New Genre Beer (malt-free beer), sake or nihonshu (rice wine), shochu (a distilled spirit made from rice, sweet potatoes, wheat, and/or sugar canes), chuhai (a fruit-flavored alcoholic beverage made from shochu and water), plum wine, wine, liquors, and whiskey highball.

These growth trends reflect evolving consumer preferences, increased awareness of health and quality, and a desire for unique and authentic experiences. By aligning with these trends, businesses in the Japanese alcoholic beverages market can capitalize on opportunities and meet the changing demands of consumers.

Shifting Demographics

Japan is experiencing a significant shift in its demographic landscape. One of the primary factors driving this shift is the aging population. Japan has one of the world's highest life expectancies and a declining birth rate, resulting in a rapidly aging society. This demographic trend poses various social, economic, and cultural challenges for the country. As the proportion of elderly individuals increases, there is a greater demand for products and services that cater to their specific needs, including in the alcoholic beverages market. With an aging population, there is a growing preference for low-alcohol or alcohol-free options among older consumers who may be more cautious about alcohol consumption. This has led to the development of beverages targeted explicitly towards this demographic, such as reduced-alcohol beers.

Furthermore, the aging population also influences consumer behaviours and preferences. Older consumers tend to prioritize health and wellness, leading to a shift in demand towards healthier alcoholic beverages, such as low-calorie or additive-free options. Manufacturers and retailers are adapting to these shifting demographics by offering a wider range of choices that align with the changing preferences of older consumers.

Traditional and Craft Beverages

Traditional Japanese beverages like sake, shochu, and plum wine have deep roots in Japanese culture and traditions. These beverages hold a special place in the hearts of consumers, as they represent a connection to Japan's rich heritage. The appreciation for traditional drinks has led to their continued consumption and growth in the market. Craft beverages have recently gained popularity, including craft beer, whisky, and sake. Consumers increasingly seek unique, high-quality, handcrafted products with distinct flavours and characteristics. Craft beverages, often produced by smaller and independent breweries or distilleries, provide a niche and premium segment that attracts discerning consumers. These beverages often emphasize using local and high-quality ingredients and traditional production methods. This focus on authenticity and traceability appeals to consumers who value transparency and want to know the origin and production process of what they consume.

In June 2022, Bira 91, a beer brand, joined forces with Japan's Far Yeast Brewing Company to introduce their inaugural Gose-style beer, Yuzu Gose Sour. Typically, a Gose-style beer originates from Germany and is characterized by its low hop bitterness and utilization of wheat in the brewing process.

Government Regulations

Taxation policies in Japan have witnessed several changes over the past few decades, with variations based on the alcohol by volume (ABV) of different beverages. In the most recent development, the government outlined plans for 2022 to implement a gradual transition in tax rates. The objective was to reduce taxes on beer and sake, while simultaneously increasing taxes on low-malt beers, wine, and chuhai (cocktail drinks with an ABV of less than 12%). This adjustment in taxation aimed to create a more balanced tax structure that aligns with the characteristics of each beverage category.

By implementing these changes, the government seeks to address disparities in the tax rates and ensure a fair and consistent approach to taxation across the alcoholic beverages market in Japan. The distribution and sale of alcoholic beverages are regulated to ensure compliance with licensing requirements, prevent illegal trade, and promote responsible practices. This includes restrictions on sales to underage individuals, operating hours of establishments, and penalties for violations.

Popularity of Umeshu and Fruit-based Liquors

Umeshu and fruit-based liquors play a crucial role in driving the Japanese alcoholic beverages market due to several factors. Firstly, they offer unique and distinct flavours that appeal to consumers seeking novel taste experiences. Secondly, these beverages cater to the growing demand for versatility in consumption. As they can be enjoyed in multiple ways, such as straight, on the rocks, or mixed into cocktails, allowing consumers to explore different serving options based on their preferences. Thirdly, these drinks hold cultural significance in Japan, since they are often associated with celebrations and hospitality, creating a strong emotional connection with consumers. Lastly, using natural ingredients in umeshu and fruit-based liquors resonates with consumers' preferences for authentic, high-quality products. Incorporating real fruits enhances the perceived value and adds to the overall appeal of these beverages.

To summarise, Umeshu and fruit-based liquors drive the growth of the Japanese alcoholic beverages market through their unique flavors, versatility, cultural significance, and alignment with consumer preferences for natural and authentic products. Keeping this trend in view, recently, in May 2023, Suntory, a prominent beverage company in Japan, revealed plans to launch a limited edition of their renowned "Suntory Plum Wine (Yamazaki Distillery Storage) EXTRA BLEND" across the country.

Rising Interest in Whiskey

The Japanese whiskey industry has gained international recognition for its exceptional quality and craftsmanship. The whiskey distilleries in the country have won numerous awards, raising the profile of Japanese whiskey globally. This recognition has sparked consumer curiosity and interest, both domestically and internationally, driving the demand for Japanese whiskey. The Ichiro's Malt & Grain Japanese Blended Whisky Limited Edition 2023 has again been crowned the World's Best Blended Limited Release, reclaiming its prestigious title. This highly anticipated annual release has consistently achieved this recognition since 2018, except 2022.

There is an increasing number of whiskey bars, tasting events, and educational initiatives further evolving the whiskey culture. These platforms allow consumers to deepen their knowledge and explore different whiskey varieties. The rising interest in whiskey has led to a vibrant and engaged community of whiskey enthusiasts, contributing to the market's growth. The rising interest in whiskey, driven by international recognition, unique flavours, evolving whiskey culture, and the premiumization trend, has played a significant role in driving the growth of the Japanese alcoholic beverages market.

Impact of COVID-19

The COVID-19 pandemic had a significant impact on the Japanese alcoholic beverages market. With restrictions on dining establishments and social gatherings, on-premises consumption declined, leading to a shift towards off-premise consumption. Craft breweries and small producers faced challenges due to reduced foot traffic and limited distribution channels. Disruptions in global supply chains affected the availability of certain imported products. Consumer preferences shifted towards premium and high-quality beverages for at-home consumption. E-commerce platforms have become vital for reaching consumers. The full extent of the impact is still evolving as the pandemic unfolds.

Key Players Landscape and Outlook

The alcoholic beverages market in Japan is well-established and highly competitive. Therefore, companies aiming to enter this market must offer appealing products and an effective marketing strategy. It is crucial to set the right pricing, implement robust business controls, maintain reliable communication channels, and ensure timely production and delivery of products.

A growing "health" trend has emerged in recent years, resulting in an increased market share for low-malt and alcohol- and calorie-free beers. Embracing and catering to this trend can enhance the chances of success in the Japanese market. In July 2022, the Suntory Group took a significant step towards streamlining its domestic liquor operations and adapting to evolving alcohol consumption patterns by establishing a new domestic liquor company. This new entity, "Suntory Spirits Limited," was formed by merging five pre-existing companies.

Table of Contents

1. Research Methodology

2. Project Scope & Definitions

3. Impact of COVID-19 on Japan Alcoholic Beverages Market

4. Executive Summary

5. Voice of Customer

• 5.1. Demographics (Age/Cohort Analysis - Baby Boomers and Gen X, Millennials, Gen Z; Gender; Income - Low, Mid and High; Geography; Nationality; etc.)
• 5.2. Market Awareness and Product Information
• 5.3. Brand Awareness and Loyalty
• 5.4. Factors Considered in Purchase Decision
  • 5.4.1. Brand Name
  • 5.4.2. Pack Size
  • 5.4.3. Price
  • 5.4.4. Customisation Options
  • 5.4.5. Packaging Type
  • 5.4.6. Inclination Towards Organic Products
  • 5.4.7. Promotional Offers & Discounts
• 5.5. Purpose of Purchase (Personal Use, Gifting)
• 5.6. Frequency of Purchase
• 5.7. Medium of Purchase
• 5.8. Role of Brand Ambassador or Influencer Marketing on Product/Brand Absorption

6. Japan Alcoholic Beverages Market Outlook, FY2017-FY2031F

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
  • 6.1.2. By Volume
• 6.2. By Type
  • 6.2.1. Beer
  • 6.2.2. Wine
  • 6.2.3. Spirits
  • 6.2.4. Ciders and Flavoured Alcoholic Beverages (FABs)
  • 6.2.5. Others
• 6.3. By Alcohol Content
  • 6.3.1. High
  • 6.3.2. Medium
  • 6.3.3. Low
• 6.4. By Packaging
  • 6.4.1. Aluminium Cans/Tins
  • 6.4.2. Pouch Packaging
  • 6.4.3. Glass Bottles
  • 6.4.4. Plastic Bottles
  • 6.4.5. Others
• 6.5. By Category
  • 6.5.1. Mass
  • 6.5.2. Premium
• 6.6. By Distribution Channel
  • 6.6.1. Convenience Stores
  • 6.6.2. On Premises
  • 6.6.3. Liquor Stores
  • 6.6.4. Grocery Shops
  • 6.6.5. Internet Retailing
  • 6.6.6. Supermarkets
  • 6.6.7. Others
• 6.7. By Region
  • 6.7.1. North
  • 6.7.2. East
  • 6.7.3. West & Central
  • 6.4.4. South
• 6.5. By Company Market Share (%), FY2023

7. Market Mapping, FY2023

• 7.1. By Type
• 7.2. By Alcohol Content
• 7.3. By Packaging
• 7.4. By Category
• 7.5. By Distribution Channel
• 7.6. By Region

8. Macro Environment and Industry Structure

• 8.1. Supply Demand Analysis
• 8.2. Import Export Analysis
• 8.3. Value Chain Analysis
• 8.4. PESTEL Analysis
  • 8.4.1. Political Factors
  • 8.4.2. Economic System
  • 8.4.3. Social Implications
  • 8.4.4. Technological Advancements
  • 8.4.5. Environmental Impacts
  • 8.4.6. Legal Compliances and Regulatory Policies (Statutory Bodies Included)
• 8.5. Porter's Five Forces Analysis
  • 8.5.1. Supplier Power
  • 8.5.2. Buyer Power
  • 8.5.3. Substitution Threat
  • 8.5.4. Threat from New Entrant
  • 8.5.5. Competitive Rivalry

9. Market Dynamics

• 9.1. Growth Drivers
• 9.2. Growth Inhibitors (Challenges and Restraints)

10. Key Players Landscape

• 10.1. Competition Matrix of Top Five Market Leaders
• 10.2. Market Revenue Analysis of Top Five Market Leaders (in %, FY2023)
• 10.3. Mergers and Acquisitions/Joint Ventures (If Applicable)
• 10.4. SWOT Analysis (For Five Market Players)
• 10.5. Patent Analysis (If Applicable)

11. Pricing Analysis

12. Case Studies

13. Key Players Outlook

• 13.1. Suntory Holdings Ltd
  • 13.1.1. Company Details
  • 13.1.2. Key Management Personnel
  • 13.1.3. Products & Services
  • 13.1.4. Financials (As reported)
  • 13.1.5. Key Market Focus & Geographical Presence
  • 13.1.6. Recent Developments
• 13.2. Kirin Holdings Company, Limited
• 13.3. Asahi Group Holdings Ltd
• 13.4. Takara Holdings Inc (Takara Shuzo Co., Ltd)
• 13.5. Sapporo Holdings Ltd
• 13.6. Choya Umeshu Co., Ltd.
• 13.7. Ozeki Corporation
• 13.8. Gekkeikan Sake Co., Ltd.
• 13.9. Sanwa Shurui Co., Ltd.
• 13.10. OENON Holdings, Inc.

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work

14. Strategic Recommendations

15. About Us & Disclaimer