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

Japanese consumers are now choosing low-alcohol beverages driven by health consciousness, according to a GlobalData survey which polled 500 respondents, Retail Asia reported on October 29.

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.