Hard Seltzer - Japan

The Hard Seltzer market in Japan has been experiencing significant growth in recent years.

Customer preferences: Japanese consumers have shown a growing interest in healthier beverage options, which has contributed to the rise in popularity of Hard Seltzers. With an increasing focus on wellness and a desire for low-calorie drinks, many consumers are turning to Hard Seltzers as an alternative to traditional alcoholic beverages. The light and refreshing nature of Hard Seltzers appeals to those looking for a lighter drinking experience.

Trends in the market: One of the key trends in the Hard Seltzer market in Japan is the introduction of locally produced and flavored options. Japanese consumers appreciate products that are tailored to their tastes and preferences, and local brands have been quick to capitalize on this. By incorporating uniquely Japanese flavors such as yuzu or matcha, these brands are able to differentiate themselves in a crowded market. Another trend in the market is the increasing availability of Hard Seltzers in convenience stores and supermarkets. This has made the product more accessible to a wider range of consumers, leading to increased sales and market penetration. Additionally, the convenience store culture in Japan, where many people stop by on a daily basis, has contributed to the popularity of Hard Seltzers as a grab-and-go option.

Local special circumstances: The drinking culture in Japan is unique and heavily influenced by social norms and etiquette. Traditionally, beer and sake have been the beverages of choice, but the rise of Hard Seltzers is changing this landscape. The low alcohol content of Hard Seltzers makes them more suitable for casual and social drinking occasions, appealing to a younger demographic who are looking for lighter alternatives.

Underlying macroeconomic factors: Japan has been experiencing a shift in consumer preferences towards healthier and more diverse beverage options. With an aging population and increasing health consciousness, there is a growing demand for low-calorie and low-alcohol drinks. The rise of the Hard Seltzer market in Japan can be attributed to these changing consumer preferences and the desire for a more balanced lifestyle. In conclusion, the Hard Seltzer market in Japan is growing due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Japanese consumers are increasingly seeking healthier and lighter alcoholic beverage options, and the availability of locally produced and flavored Hard Seltzers has contributed to the market's growth. As the demand for low-calorie and low-alcohol drinks continues to rise, the Hard Seltzer market in Japan is expected to expand further in the coming years.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.