Beer drinkers in Japan show strong loyalty to their favorite brands, especially when it comes to domestic beverages, according to new CGA data from Nielsen IQ.
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Beer has been experiencing a boom in Japan this year, and is currently the country’s most popular alcoholic beverage.
Consumption among beer lovers is also increasing in Japan. According to CGA data, more than 80% of consumers are maintaining or increasing their beer consumption compared to last year.
Beer has therefore become a key focus in the Japanese hospitality industry, as more than half (51%) of Japanese consumers choose beer when visiting bars, restaurants, and other types of venues.
Japanese beer stands out as the most regularly consumed beer, with 73% of those surveyed saying they drink it every or almost every time.
Japanese drinkers show a strong affinity for their favorite brands, especially domestic brands. This poses a challenge for new entrants looking to gain market share in the country. According to CGA’s internal analysis, nearly a third (31%) of consumers prefer familiar brands when choosing Japanese beers, compared to 10% for craft beers and 17% for imported beers. % is.
Japanese beer drinkers also tend to choose well-known brands over newer options. Two-thirds (65%) of Japanese beer drinkers prefer established brands.
Conversely, craft beer and imported beer drinkers are more likely to actively explore new brands.
Consumption rates for all types of beer in Japan have also remained the same or increased compared to a year ago. This suggests that although some beer drinkers are brand and country loyal, there is still potential for new international brands to grow in the market.
Kotaro Katayama, CGA’s senior manager of new business development, said: Understanding these nuances is important to success. Japanese consumers prefer traditional brands, but craft and imported beer drinkers’ bravery for new options is helping brands and operators revolutionize the future of on-premise beer consumption in Japan. It provides dynamic opportunities to develop and shape, ultimately driving sustainable growth. ”
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