Japan Beer Market Insights 2013

  • July 2013
  • -
  • Canadean Ltd
  • -
  • 95 pages

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.

Table Of Contents

Canadean Japan Beer Market Insights Report 2013

Executive Summary
Section 1 Market Context

MARKET CONTEXT

Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation

MARKET PARAMETER TABLES

Table - Population Size and Growth, 1984-2015F
Table - Economic Indicators, 2004-2014F

LEGISLATION AND TAXATION TABLES

Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Section 2 Market Background Briefing

MARKET BACKGROUND BRIEFING

Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update

MARKET UPDATE

Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2012
Distribution 2012
Packaging 2012

MARKET COMMENTARY

Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Super premium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2012
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2012
Packaging Trends
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2011-2013F
Distribution Trends

DISTRIBUTION AND PRICING TABLES

Table 3.6 - Leading Retail Groups for Beer, 2012 Trade
Table 3.7 - Leading Beer Importers, 2012
Table 3.8 - Leading Distributors/Drinks Wholesalers, 2012
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2011-2013

DATA TABLES

Commercial Beverage Consumption Per Capita, Litres, 2002-2013F
Commercial Beverage Consumption Per Capita, % Share, 2002-2013F
Commercial Beverage Consumption Per Capita, Growth, 2002-2012
Commercial Beverage Consumption, Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption, Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade by Country (Imports), 2009-2013F
Beer Foreign Trade by Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles

BREWER PROFILES

ASAHI BREWERIES LTD
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table -  Asahi Breweries Ltd Full Brand List, ABV%, Pack Type
Table - -  Asahi Breweries Ltd Brand Volumes, 2008-2012
KIRIN BREWERY CO LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table -  Kirin Brewery Brand List, ABV%, Pack Type
Table - Kirin Brewery Co Ltd, Japan Brand Volumes, 2008-2012
ORION BREWERIES LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table -  Orion Breweries Brand List, ABV%, Pack Type
Table - Orion Breweries Brand Volumes, 2008-2012
SAPPORO BREWERIES LTD
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Sapporo Breweries Full Brand List, ABV%, Pack Type
Table - Sapporo Breweries Brand Volumes, 2008-2012
SUNTORY LIQUORS LIMITED
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Suntory Full Brand List, ABV%, Pack Type
Table - Suntory Brand Volumes, 2008-2012
SMALLER BREWERS
HEINEKEN KIRIN KK
MOLSON COORS JAPAN CO
NIPPON BEER
NIHON SHUIRUI HANBAI CO
AEON CO LTD
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

List of Tables

Table 1: Japan Population Size and Growth, 1991-2015F
Table 2: Asia Population Size and Growth, 2002-2013F
Table 3: Japan Economic Indicators, 2004-2014F
Table 4: Taxation Base
Table 5: Historical Excise Rates of Beer
Table 6: Legal Controls on Beer
Table 7: Tax Burden on Malt-Based Beer @ 5% Abv, 2012
Table 8: Leading Retail Groups for Beer 2008-2012 (number of outlets)
Table 9: Beer Key Facts
Table 10: Top 10 Beer Brands - Volume, 2010-2012
Table 11: Top 10 International Premium and Super premium Beer Brands - Volume, 2010-2012
Table 12: Licensed Brand Owners and Licensees
Table 13: Beer Market Valuation (Local Currency), 2011-2013F
Table 14: Trade Margin Build-Up Model
Table 15: Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 16: Selected Consumer Beer Prices: On-Premise, 2011-2013
Table 17: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 18: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 19: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 20: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 21: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 22: Beer Production/Trade/Consumption, 2002-2013F
Table 23: Beer Production/Trade/Consumption - Growth, 2002-2013F
Table 24: Consumption of FABs and Cider, 2002-2013F
Table 25: Beer Foreign Trade By Country (Imports), 2009-2013F
Table 26: Beer Foreign Trade By Country (Exports), 2009-2013F
Table 27: Beer Market Valuation (Local Currency), 2011-2013F
Table 28: Beer Consumption by Local Definition, 2009-2013F
Table 29: Beer Consumption by Standard Price Segmentation, 2009-2013F
Table 30: Beer Consumption by Alcoholic Strength, 2009-2013F
Table 31: Beer Consumption by Type, 2009-2013F
Table 32: Beer Consumption by Geographic Scope, 2009-2013F
Table 33: Beer All Trademarks, 2008-2012
Table 34: Beer Brands by Local Definition, 2008-2012
Table 35: Beer Brands by Standard Price Segment, 2008-2012
Table 36: Beer Brands by Alcoholic Strength, 2008-2012
Table 37: Beer Brands by Type, 2008-2012
Table 38: Imported Brands by Origin, 2008-2012
Table 39: Beer Licensed Brands, 2008-2012
Table 40: Beer Private Label Brands, 2008-2012
Table 41: Beer Trademark Owners, 2008-2012
Table 42: Beer Local Operators, 2008-2012
Table 43: Beer leading Brewers/Importers, 2008-2012
Table 44: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 45: Beer Distribution: On vs Off Premise, 2009-2013F
Table 46: Breweries Capacity (000s HL)
Table 47: Asahi Breweries Full Brand List
Table 48: Asahi Breweries Brand Volumes 2008-2012
Table 49: Breweries Capacity (000s HL)
Table 50: Kirin Brewery Brand List
Table 51: Kirin Brewery Co Ltd, Japan Brand Volumes 2008-2012
Table 52: Breweries Capacity (000s HL)
Table 53: Orion Breweries Brand List
Table 54: Orion Breweries Brand Volumes 2008-2012
Table 55: Breweries Capacity (000s HL)
Table 56: Sapporo Breweries Full Brand List
Table 57: Sapporo Breweries Brand Volumes 2008-2012
Table 58: Breweries Capacity (000s HL)
Table 59: Suntory Full Brand List
Table 60: Suntory Brand Volumes 2008-2012
Table 61: Company HEINEKEN KIRIN KK
Table 62: Company MOLSON COORS JAPAN CO
Table 63: Company NIPPON BEER
Table 65: Company AEON CO LTD
Table 66: Company SEVEN and I HOLDINGS CO., LTD.

List of Figures

Figure 1: Beer Leading Brewers/Importers, 2012
Figure 2: Beer Consumption by Pack Material/Type, 2012
Figure 3: Beer Distribution by Channel, 2012
Figure 4: Beer Consumption by Price Segment, 2012

Companies Mentioned
ASAHI BREWERIES LTD, KIRIN BREWERY CO LTD, ORION BREWERIES LTD, SAPPORO BREWERIES LTD, SUNTORY LIQUORS LIMITED, HEINEKEN KIRIN KK, MOLSON COORS JAPAN CO ,NIPPON BEER ,NIHON SHUIRUI HANBAI CO ,

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