JAPAN | Japanese consumers have experienced 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.
GlobalData revealed that the rising adoption of low-alcohol beverages reflected a notable change from conventional drinking practices.
“Rising health consciousness has increasingly pushed Japanese consumers to opt for beverages with low-/zero-alcohol claims,” said Shravani Mali, Consumer Analyst at GlobalData.
“A survey corroborates this trend, where one-fourth of 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 health and wellness, Japan's Ministry of Health, Labour, and Welfare has also recommended alcohol consumption guidelines that prioritise health considerations and promote responsible drinking.
The rising demand for low-alcohol variants was primarily observed among young millennial and Gen Z drinkers. This was supported by a GlobalData survey from Q3 2024, which revealed that the age group of 25 to 34 had the highest percentage (56 percent) of respondents, indicating they consumed low-alcohol or alcohol-free drinks, followed by the age group of 18 to 24 at 49 percent.
Growing interest in responsible drinking has led consumers to gravitate towards low-alcohol options. Consequently, key players 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 Japan's evolving drinking patterns, Asahi Breweries is reported to refrain from releasing products with alcohol levels exceeding 8 percent. By 2025, the company planned to boost the sales of its product range containing 3.5 percent alcohol or less.
The rise of these low/zero-alcohol beverages reflected broader changes in Japan’s drinking culture, where moderation and mindfulness are critical factors in consumption habits.”
“As Japan continues to embrace these changes, low-alcoholic beverages will play a significant role in the country’s drinking culture. With manufacturers increasing focus on developing new products to meet these evolving preferences, the low-alcohol beverages market is expected to experience substantial expansion.”
