October 25, 2024
(press release)
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Japanese consumers are experiencing a burgeoning interest in low-alcohol beverages, marking a significant shift in preferences driven by health consciousness and a desire for more mindful drinking choices. The rising adoption of low-alcohol beverages reflects a notable change from conventional drinking practices, says GlobalData, a leading data and analytics company. Shravani Mali, Consumer Analyst at GlobalData, comments: “Rising health consciousness has pushed Japanese consumers to increasingly opt for beverages with low-/zero-alcohol claims. A survey corroborates this trend, where one-fourth respondents in Japan prefer low-alcohol or alcohol-free drinks since these drinks are healthier/have fewer long-term effects*.” In response to the enhanced focus on the health and wellness trend, Japan’s Ministry of Health, Labor, and Welfare has also recommended alcohol consumption guidelines that prioritize health considerations and promotes responsible drinking. The rising demand for low-alcohol variants is primarily observed among young millennial and Gen Z drinkers. This is supported by a GlobalData survey from Q3 2024, which revealed that the age group of 25-34 had the highest percentage (56%) of respondents indicating they consume low-alcohol or alcohol-free drinks, followed by age group of 18-24 at 49%*. Mariko Kadosaka, Key Account Director at GlobalData Japan, notes: “Growing interest in responsible drinking has led consumers to gravitate towards low-alcohol options. Consequently, key players operating in the alcoholic beverages market are adding low-alcohol by volume (ABV) products to their portfolios to attract health-conscious individuals. For instance, in September 2024, Kirin Brewery Company launched Kirin Hanayoi, a new brand of low-alcohol RTD (ready-to-drink) beverages. “To align with the evolving drinking patterns in Japan, Asahi Breweries is reported to refrain from releasing products that have alcohol levels exceeding 8%. Additionally, by 2025, the company plans to boost the sales of its product range containing 3.5% alcohol or less. The rise of these low/zero-alcohol beverages reflect broader changes in Japan’s drinking culture, where moderation and mindfulness are becoming key factors in consumption habits.” Mali concludes: “As Japan continues to embrace these changes, the low-alcoholic beverages will play a significant role in the country’s drinking culture moving forward. With manufacturers increasing focus on developing new products to meet these evolving preferences, the low-alcohol beverages market is expected to experience substantial expansion.” * GlobalData 2024 Q3 Consumer Survey – Japan, published in October 2024, with 500 respondents
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