일본 맥주 시장 규모는 2024년 286억 3,000만 달러에서 2032년까지 349억 1,000만 달러에 달할 것으로 예상되며, 2025-2032년 예측 기간 동안 연평균 2.5%의 성장률을 보일 것으로 예상됩니다. 시장 성장 촉진요인은 수제 맥주 양조장의 증가, 스타우트, IPA, 라거 등 특정 맥주 스타일에 대한 소비자 선호도, 파티, 이벤트, 결혼식과 같은 사교적 음주 행사에서의 소비 증가, 양조장 투어 및 맥주 축제와 같은 맥주 관광의 증가, 맥주의 맛을 향상시키는 양조 기술의 혁신으로 인한 맥주 맥주 맛을 향상시키는 양조 기술의 혁신 등입니다.
Kirin Holdings Company의 추정에 따르면 일본은 세계 최대 맥주 소비국 중 하나이며, 2022년 총 소비량은 42억 9,400만 리터에 달했습니다. 이 지역의 전년 대비 성장률은 2.5%입니다. 이에 따라 다양한 외자기업들이 일본에 진출해 수익원을 확대하기 위해 노력하고 있습니다.
인수 및 제휴는 맥주 시장의 주요 성장 동력이 되고 있습니다. 주요 기업들은 독특한 양조 기술과 풍부한 맛으로 인해 수제 맥주 양조장을 인수했습니다. 수제 맥주 산업은 빠르게 발전하고 있으며 일본 맥주 시장의 성장을 크게 촉진하고 있습니다. 또한 인수는 규모의 경제와 경영 효율화를 촉진하여 생산 및 유통 비용을 최소화합니다.
호스피탈리티 산업이 일본 맥주 시장의 성장을 촉진하고 있습니다. 펍과 바는 소비자들이 더 다양한 종류의 맥주를 맛볼 수 있도록 하여 맥주 시장 확대에 기여하고 있습니다. 파티, 푸드 드라이브, 맥주 축제, 콘서트와 같은 소셜 이벤트가 시장 성장을 더욱 촉진하고 있습니다.
또한, 소매 유통 채널은 소비자가 제품을 쉽게 접할 수 있고 브랜드 인지도가 높아 일본 맥주 시장의 성장을 촉진하고 있습니다. 예를 들어, 2023년 8월, 커머스 인에이블먼트 기업 애니마인드 그룹(AnyMind Group)은 일본 기반의 멀티 채널 네트워크인 UUUM과 제휴하여 소비자 직접 판매 수제 맥주 브랜드 사카스키(Sakasuki)를 사카스키 공식 온라인 스토어를 통해 출시할 것이라고 발표했습니다.
시장 성장을 뒷받침하는 세계 파트너십
인수는 다양한 측면에서 맥주 시장의 성장을 크게 촉진하고 있습니다. 인수를 통해 대형 맥주 제조업체는 새로운 시장으로 확장하고 유통 채널을 확장할 수 있습니다. 인수는 주요 기업들이 국제 맥주 시장에서 인기를 얻고, 지역 시장에서 비교적 큰 시장으로 선택의 폭을 넓히는 데 도움이 됩니다.
일본 맥주 시장의 주요 기업들은 해외로 사업을 확장하고 세계 무대에서 일본 맥주를 대표하기 위해 맥주 시장의 다른 기업을 인수하거나 제휴하고 있습니다. 예를 들어, 2024년 2월 Kirin Holdings Company, Limited는 수제 맥주 브랜드 'Bira 91'을 소유한 인도의 B9 Beverages Limited에 2,500만 달러를 투자했으며, 2022년 8월에는 Sapporo Breweries Limited가 1억 6,500만 달러에 Stone Brewing 인수를 완료했습니다. 이 인수로 일본에서 가장 오래된 맥주 브랜드는 미국 시장, 즉 캘리포니아 주 에스콘디도, 캘리포니아 주 리치몬드, 버지니아 주에서 활동하게 됩니다. 2024년 1월, 아사히 그룹 홀딩스는 옥토피 브루잉(Octopi Brewing)의 인수를 발표했습니다. 이번 인수로 일본에서 가장 유명한 맥주인 아사히 슈퍼 드라이(Asahi Super Dry)가 미국에서 처음으로 양조될 예정입니다.
시장 성장을 촉진하는 크래프트 맥주
수제맥주가 소비자들에게 사랑받는 이유는 독특한 양조 기술, 장인정신, 풍부한 풍미에 있습니다. 일본 소비자들은 수제 맥주와 관련된 품질, 신뢰성, 장인정신을 점점 더 중요하게 여기고 있습니다. 또한, 혁신적인 레시피와 양조 기술을 통해 수제 맥주 제조업체가 제공하는 풍미와 독특한 맛의 프로파일을 탐구하는 데 대한 소비자의 관심이 높아지면서 시장 성장을 촉진하고 있습니다. 이처럼 일본 소비자들의 수제맥주에 대한 선호도가 높아지면서 시장에 기회를 제공하고 있습니다.
이 보고서는 일본 맥주 시장에 대해 조사 분석하여 시장 규모와 예측, 시장 역학, 주요 기업 현황과 전망 등을 제공합니다.
Japan beer market is projected to witness a CAGR of 2.5% during the forecast period FY2025-FY2032, growing from USD 28.63 billion in FY2024 to USD 34.91 billion in FY2032. The factors which drive the growth of the market includes a growing number of craft breweries, consumers' preference for specific beer styles, such as stouts, IPAs, or lagers, increasing consumption in social drinking occasions such as parties, events, and marriages, along with the boost in beer tourism, including brewery tours and beer festivals and innovation in the brewing techniques enhancing the taste of the beer.
As per the estimations of Kirin Holdings Company, Limited, Japan is one of the largest consumers of beer globally, with a total consumption of 4,294 million liters in 2022. The region is showing a year-on-year growth rate of 2.5%. This is attracting various foreign companies to establish themselves in Japan and increase their revenue streams.
Acquisitions and collaborations have been key factors in facilitating the growth of the beer market. Key players have been acquiring craft breweries due to their distinct brewing techniques and rich flavor. The craft beer industry has been evolving rapidly, significantly driving the growth of the Japan beer market. Moreover, acquisitions promote economies of scale and efficiency in operations, resulting in the minimization of production and distribution costs.
The hospitality industry is fostering the growth of Japan's beer market. Pubs and bars enable consumers to try out a wider range of beers, contributing to the expansion of the beer market. Social events such as parties, food drives, beer festivals, and concerts further support the market growth.
Furthermore, the retail distribution channel is fostering Japan's beer market growth due to the ease of product availability for consumers and better brand visibility. For instance, in August 2023, AnyMind Group, a commerce enablement company, partnered with UUUM, a Japan-based multi-channel network, to announce the launch of their direct-to-consumer craft beer brand, Sakasuki, on the official Sakasuki online store.
Global Collaborations to Support the Market Growth
Acquisitions are majorly driving the beer market growth in numerous aspects. Acquisitions enable giant and large beer manufacturers to expand themselves in the newer marketplaces and extend their distribution channels, enabling them to reach more consumers and increase their market share. Acquisitions help the key players gain popularity in international beer markets and expand their options from the local region to a relatively larger marketplace.
The major players in the Japanese beer market are acquiring and collaborating with other players in the beer market to expand their operations overseas and represent Japanese beer on a global stage. For instance, in February 2024, Kirin Holdings Company, Limited invested USD 25 million in India's B9 Beverages Limited, owner of the craft beer brand Bira 91. In August 2022, Sapporo Breweries Limited closed an acquisition of Stone Brewing for USD 165 million. With this acquisition, the oldest Japanese beer brand will carry its operation in the United States markets, namely, Escondido, Richmond, California, and Virginia. In January 2024, Asahi Group Holdings, Limited announced the acquisition of Octopi Brewing. With the help of the acquisition, Asahi Super Dry, which is Japan's most famous beer will now be brewed in the United States for the very first time.
Craft-Beer Driving the Market Growth
Craft breweries are preferred by the consumers because of their unique techniques of brewing, artisanal taste, and rich flavors. Japanese consumers are increasingly valuing quality, authenticity, and craftsmanship which is associated with the craft beer. Moreover, consumers' growing interest in exploring flavors and unique taste profiles which are often offered by the craft breweries due to their innovative recipes and brewing techniques is driving the market growth. Thus, the increasing preference by Japanese consumers for craft beers is offering an opportunity in the market.
Various players from different regions are expanding their operation and establishing themselves in Japan, witnessing the growth opportunities of beer in the region. Foreign craft brewers recognize the potential for partnership with local restaurants, bars, and retailers, enabling them to promote their brand in the region.
In January 2024, Great Dane Pub and Brewing Company, a U.S. based craft brewer announced the establishment of a brewhouse in Sendai, Japan. The latest brewhouse launched with two locally brewed beers, namely, Amber Ale and Great Lager. Great Dane Brewing Japan is the first foreign-owned brewer in Japan with a bricks-and-mortar brewery.
Standard Beer Dominates Japan Beer Market Share
Standard beer dominates the Japanese beer market over the premium beer market due to the Japanese government's high liquor taxation. Due to the rise in prices, consumers gradually started shifting to other types of liquors or towards cheaper-quality beer. Moreover, the heavy taxation on beer by the Japanese government has prompted the production of lower-tax alternatives such as Happoshu or other low-malt beers.
The lower quality substitutes have been dominating Japan beer market since past three decades. Additionally, consumers might find beer less affordable due to the high tax rate, which is hindering the market growth, as a solution to which manufacturers are introducing standard and low malt beer for the consumers. For instance, in April 2024, Kirin Holdings Company, Limited introduced Harekaze, a standard priced beer. The latest beer offered by the company provides consumers with a unique drinking experience without the accompanying sourness which is typically associated with such beverages.
Future Market Scenario (FY2025 - FY2032F)
In the latest market trend, the Japanese government has planned to introduce liquor tax reforms, which will reduce the taxes levied on beer. The latest national liquor tax law applied by the Japanese government in 2017 impacted the liquor tax rates for beer in Japan in three stages over a decade, starting from 2017 until 2026.
The tax lowering has been implemented to improve the quality of Japan's brews. The Japan liquor tax is divided into three different categories, but it will be unified into a single category in 2026. As a result, the liquor tax on malt-based beer (not less than 25% malt) will be lowered, and the rate for beer-flavored liquors (25% malt) will be increased.
Key Players Landscape and Outlook
Key players are helping in the growth of the market by focusing on continuous product innovation, retail expansions, and strategic marketing. The manufacturers are actively expanding their product portfolio, increasing the base of the customers, and catering to their evolving needs.
The key players are expanding their productive capacities by establishing new production units and plants. For instance, in November 2023, Asahi Group Japan, Ltd. announced that it will soon launch its latest brewery in Tosu, Saga Prefecture, Japan. The establishment is scheduled to be inaugurated in 2029. Through this expansion, the company intends to produce a variety of beverages, including beer and soft drinks. Moreover, the Tosu plant is expected to handle a substantial portion of shipments for Kyushu, the southwestern region of Japan's main island.
Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.