Japan: One-fourth of Japanese consumers choose low-alcohol beverages

The rising preference is primarily observed amongst the younger generation. The 25 to 34 age bracket had the highest percentage (56%) followed by the 18 to 24 age group at 49%.

In response, Japan’s Ministry of Health, Labor, and Welfare recommended alcohol consumption guidelines that prioritise health and promote responsible drinking.

“Consequently, key players in the market are adding low-alcohol by volume (ABV) products to attract health-conscious consumers,” Mariko Kadosaka, key account director at GlobalData Japan, noted.

For example, Asahi Breweries refrains from releasing products with alcohol levels exceeding 8%.

“Low-alcoholic beverages will play a significant role in the country’s drinking culture which will subsequently expand the market,” Mali said.