Mini-supermarket shelf
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It is evident that even in small supermarkets, there is a sufficient selection of non-alcoholic and low-alcohol beverages, indicating an expansion in consumer demand. These stores carry a comprehensive range of non-alcoholic and low-alcohol products, including offerings from the four major companies, health-focused “fat-burning” non-alcoholic options, wines, sparkling wines, popular Japanese highballs and lemon sours, large-sized packs, craft beers, and all the essential non-alcoholic and low-alcohol products.
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Asahi Beer Unveils Innovative Non-Alcoholic “Asahi Dry Zero Foam Mug Can” with Fully Open Lid
Asahi Beer announced on the 1st of the month the upcoming release of “Asahi Dry Zero Foam Mug Can,” a non-alcoholic beer utilizing a fully open lid that allows the foam to rise, replicating the experience of a freshly poured draft beer. This marks the first instance of applying the full-open can technology, previously introduced with the beer “Asahi Super Dry Draft Mug Can” in 2021, to a non-alcoholic beverage. The move is aimed at capturing the demand of the younger generation. Learn more about this groundbreaking development in the world of non-alcoholic beverages.
Asahi Beer aims to provide a delightful and exciting experience, capturing the essence of enjoying beer without the alcohol.
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Oportunity for innovation ideas from Japan.
Based on the sales quantities of four companies in Japan, the market shares are calculated as follows( year 2023).
- Asahi: 36.5%
- Kirin: 35.7%
- Suntory: 16.2%
- Sapporo: 11.6%
Those big companies have tecnology and continuous innovation.
Here is key themes to watch to get ideas from Japan market for innovative products.
1. Functional Foods:
Low-carb products: Aligned with the trend of low-carb and carbohydrate-restricted diets, products targeting health-conscious individuals are popular. Fat-burning support products: With increased awareness of health and diet, products promoting efficient fat burning have garnered attention.
2. Indulgent and Premium Products
Featuring Abundant Use of Fruits:
Luxurious fruit juices: Popular among women, products offering 100% fruit juice to experience the authentic taste of fruits are in high demand.
3. Recreation of Authentic Pub Flavors in Beverages:
Authentic lemon sours and highballs: Alcoholic beverages with the flavor profile of traditional pubs are easily enjoyed, appealing to a broad audience. Premium Shochu and Sake: High-quality shochu and sake with a focus on regional specialties and production methods have gained popularity.
These trends reflect a growing interest in health and a diverse palate among consumers in the Japanese food market. It suggests a demand for products that cater to various preferences and align with the evolving health-conscious and taste-focused consumer landscape.
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Oportunity for sales into Japan market non/low alcoholic category.
- Sparkling and Lightly Carbonated Beverages:
- Despite the popularity of sparkling and lightly carbonated beverages in Japan, the non-alcoholic and low-alcohol product range is limited, and there is a scarcity of products with authentic flavors and a focus on high-quality ingredients.
- Craft Beer:
- While non-alcoholic and low-alcohol versions of craft beers have been introduced in Japan, the variety remains limited. The non-alcoholic and low-alcohol craft beer category is considered a white space, presenting opportunities for expansion and diversification similar to the authentic craft beers found worldwide.
- Wine:
- In the non-alcoholic wine segment, Suntory’s “Non-Al Holiday” is a prominent player. However, the range of non-alcoholic wines is relatively limited in terms of the diverse regions and grape varieties found in traditional wines. This might suggest an unmet consumer demand for a broader selection in the non-alcoholic wine category.
- Herbal Products:
- Herbal products, a trend gradually gaining popularity overseas, are relatively new in Japan and represent a white space in the market. This category presents an opportunity for introducing innovative and herbal-infused products that cater to evolving consumer preferences.
These insights highlight potential areas for improvement and innovation in the Japanese non-alcoholic and low-alcohol beverage market. Enhancing variety, authenticity, and meeting diverse consumer needs are key considerations for further growth and success in these categories.
Source: Nikkei MJ 1st December 2023, 22th September 2023 , Suntory Non-Alcoholic Beverages Report 7th November 2023 , Asahibeer website, Martner Japan market research.