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Insight of the Day: Balancing Tradition and Trend to Capture Japan’s Beer Drinkers

Findings:

  • Over 80% of Japanese consumers are maintaining or increasing their beer consumption compared to last year.

  • 51% of Japanese consumers choose beer as their preferred drink when visiting bars, restaurants, and other venues.

  • Japanese beer remains the most popular type of beer, with 73% of consumers consuming it every or almost every time.

  • Consumption rates across all beer types are either maintaining or increasing compared to a year ago.

  • Japanese beer drinkers exhibit strong brand loyalty, with 31% prioritizing familiar brands.

  • Craft and imported beer drinkers are more open to exploring new brands.

Key Takeaway:

The Japanese beer market is stable and growing, with a strong preference for Japanese beer and established brands. However, there are opportunities for innovation and market expansion, particularly in the craft and imported beer segments.

Trend:

  • While Japanese beer remains dominant, there is a growing interest in craft and imported beers, particularly among younger consumers who are more open to trying new brands.

Consumer Motivation:

  • Japanese beer drinkers are motivated by brand loyalty, familiarity, and a preference for traditional flavors.

  • Craft and imported beer drinkers are motivated by a desire for new and interesting experiences.

  • There is a strong demand for local beer in Japan.

Driving Trend:

  • The growing diversity of beer options and the increasing curiosity of consumers are driving the trend towards exploring craft and imported beers.

  • The emphasis on local and artisanal products is also fueling the demand for local beer.

Target Audience:

  • The article primarily refers to Japanese consumers, particularly those who frequent bars, restaurants, and other On Premise venues.

Product/Service:

  • The article focuses on beer consumption in Japan, highlighting the different types of beer (Japanese, craft, imported) and the factors influencing consumer choices.

Consumer Age:

  • The article does not explicitly mention the age of consumers, but it suggests that younger consumers are more open to trying new beer brands.

Conclusions:

  • The Japanese beer market is poised for growth, with opportunities for both established and new brands.

  • Brands that can appeal to both traditional and adventurous consumers will be most successful.

  • The emphasis on local beer presents a unique opportunity for local breweries and brands.

Implications for Brands:

  • Brands should focus on building and maintaining brand loyalty among Japanese beer drinkers.

  • They should also innovate and introduce new products to cater to the growing interest in craft and imported beers.

  • Leveraging the demand for local beer can be a key strategy for market expansion.

Implications for Society:

  • The growing interest in craft and imported beers can contribute to a more diverse and vibrant beer culture in Japan.

  • The emphasis on local beer can support local businesses and communities.

Big Trend Implied:

  • The big trend implied in the article is the growing global trend towards craft and artisanal products, including beer. This trend reflects a desire for unique and high-quality products that offer a more personalized experience.

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