日本清酒市場 - 2023-2030

概述

日本清酒市場在 2022 年達到 12.1 億美元，預計到 2030 年將達到 16.7 億美元，2023-2030 年預測期間CAGR為 4.1%。

與其他一些酒精飲料相比，清酒被認為具有更簡單的發酵過程，有時被視為更健康的選擇。這可以吸引那些對飲料做出更明智選擇的消費者。清酒生產商透過提供更廣泛的產品來應對不斷變化的口味。口味和其他標準創新的多樣化有助於吸引可能對傳統清酒不感興趣的新消費者。

日本政府實施了支持清酒產業的舉措，例如促進出口和協助生產技術。這可以幫助清酒生產商在全球市場上競爭。日本清酒及燒酒製造商協會宣布，2022年清酒出口成長將持續成長。2022年日本清酒出口額創歷史新高，達475億日元，較2021年成長18%，年成長452%。與2013 年相比跳躍百分比。

2022年，清酒出口總額達474.92億日元，超過上年資料。此外，根據日本貿易統計數據，清酒出口總量創歷史新高，達35,895公斤。日本清酒的三大出口市場是香港、中國和美國。 2020年，日本清酒平均每公升出口額為1,109日元，首次突破1,000日圓。

動力學

新的和創新的產品介紹

清酒生產商不斷創新，推出新口味、氣泡酒品種和低酒精含量的清酒，以吸引年輕消費者和不斷變化的偏好。例如，東京新開的酒吧 Heiwa Doburoku Kabutocho Brewery 提供店內製作的獨特的濁酒風味以及小吃。截至 2023 年 3 月，除了原味之外，酒吧還提供草莓和啤酒花等約 10 種其他口味。

滿足消費者需求的新產品的推出支持市場擴張。在日本，市場上的主要參與者正在重新配製清酒，為了健康的習慣而降低酒精含量，改變包裝，並使其變得更加複雜以吸引顧客。例如，擁有300年歷史的清酒釀酒廠奧飛鎢釀酒廠於2023年12月推出了新的清酒品牌。新產品的酒精含量僅為8%，是為了滿足日本低酒精啤酒廠的需求而開發的。

國家監管機構在日本清酒市場採取的新措施

過去 25 年來，日本的酒精消費量，尤其是年輕人的酒精消費量一直在穩定下降。這導致酒類銷售稅收下降，而酒類銷售是政府的重要收入來源。為了解決這個問題，國稅局推出了 Sake Viva！活動將於 2022 年 8 月舉行。該活動針對年輕人，旨在讓飲酒對他們更具吸引力。

清酒萬歲！競賽鼓勵年輕人提出新的酒精飲料的想法或如何使飲酒更愉快並與他們的生活方式更相關。這可能涉及推廣家庭飲酒體驗或創造迎合年輕人口味的新型飲料。

此外，2023 年，日本清酒和燒酒製造商協會透過在歐洲、亞洲和美洲舉辦的活動、與侍酒師協會合作以及參加貿易展覽，加大了本地和全球清酒的推廣力度。它也主動參與ProWein 2023，加強清酒在國際機場的推廣。

來自其他酒精飲料的激烈競爭

日本清酒市場受到市場上各種其他替代酒精飲料選擇的阻礙。啤酒、葡萄酒和威士忌提供了更廣泛的口味、價格和飲酒場合。如此豐富的選擇可能會讓清酒看起來不太有吸引力，尤其是對於可能正在探索不同酒精飲料的年輕消費者。一些年輕的飲酒者可能會將清酒視為一種與老一輩相關的老式飲料。

自動販賣機、便利商店和超市都很容易買到啤酒和許多即飲飲料。另一方面，清酒可能不太容易買到，需要去專門的商店或餐廳。雖然高階清酒可能價格昂貴，但一些替代飲料以更具競爭力的價格提供良好的品質。對於精打細算的消費者來說，這可能是個決定性因素。

目錄

第 1 章：方法與範圍

• 研究方法論
• 報告的研究目的和範圍

第 2 章：定義與概述

第 3 章：執行摘要

• 按類型分類的片段
• 按年齡層別分類的片段
• 按價格範圍分類的片段
• 按配銷通路分類的片段
• 按應用程式片段

第 4 章：動力學

• 影響因素
  • 促進要素
    • 新的和創新的產品介紹
    • 國家監管機構在日本清酒市場採取的新措施
  • 限制
    • 來自其他酒精飲料的激烈競爭
  • 機會
  • 影響分析

第 5 章：產業分析

• 波特五力分析
• 供應鏈分析
• 定價分析
• 監管分析
• DMI 意見

第 6 章：COVID-19 分析

• COVID-19 分析
  • 新冠疫情爆發前的情景
  • 新冠疫情期間的情景
  • 新冠疫情後的情景
• COVID-19 期間的定價動態
• 供需譜
• 疫情期間政府與市場相關的舉措
• 製造商策略舉措
• 結論

第 7 章：按類型

• 普通清酒
• 純米
• 本十郎
• 純米吟釀
• 吟城
• 純淨大吟釀

第 8 章：依年齡層

• -40歲
• -60歲
• 60歲以上

第 9 章：按價格範圍

• 低的
• 中等的
• 優質的

第 10 章：按配銷通路

• 大型超市/超市
• 專賣店
• 線上通路
• 其他

第 11 章：按應用

• 商業用途
• 家庭使用

第 12 章：競爭格局

• 競爭場景
• 市場定位/佔有率分析
• 併購分析

第 13 章：公司簡介

• Aramasa Co, Ltd.
• 公司簡介
• 產品組合和描述
• 財務概覽
• 主要進展
• ASAHI-SHUZO SAKE BREWING CO., LTD.
• HAKUTSURU SAKE BREWING CO., LTD
• Tatsuuma-Honke Brewing Co. Ltd
• Kizakura Co., Ltd.
• SAWANOTSURU co
• TAKARA SHUZO INTERNATIONAL CO., LTD.
• NIHONSAKARI CO., LTD.
• Kiku-Masamune Sake Brewing Co., Ltd.
• Miyasaka Brewing Company, Ltd.

第 14 章：附錄

Overview

Japan Sake Market reached US$ 1.21 billion in 2022 and is expected to reach US$ 1.67 billion by 2030, growing with a CAGR of 4.1% during the forecast period 2023-2030.

Sake, perceived as having a simpler fermentation process compared to some other alcoholic beverages, is sometimes viewed as a healthier option. This can appeal to consumers who are making more conscious choices about what they drink. Sake producers are responding to changing tastes by offering a wider range of products. Diversification with innovation in flavor and other criteria helps attract new consumers who might not have been interested in traditional sake.

The Japanese government has implemented initiatives to support the sake industry, such as promoting exports and assisting with production techniques. This can help sake producers compete in a global market. The Japan Sake and Shochu Makers Association announced that there will be a continuous increase in the growth of sake exports in 2022. The Japanese sake export reached a record-high of 47.5 billion Japanese yen in 2022, an 18% increase from 2021 and a 452% jump from 2013.

The total value of sake export reached 47.492 billion JPY, surpassing the previous year's data in 2022. In addition, the total volume of sake export achieved a record-high of 35,895 KL according to Trade Statistics of Japan. The top 3 export markets for Japanese sake are Hong Kong, China, and the USA. In 2020 the average export value per liter exceeded for the first time 1000 JPY with an average of 1109 JPY per liter exported Japanese sake.

Dynamics

New and Innovative Product Introductions

Sake producers are innovating with new flavors, sparkling varieties, and lower alcohol content sakes to appeal to younger consumers and changing preferences. For instance, Heiwa Doburoku Kabutocho Brewery, a new pub in Tokyo, is serving unique doburoku flavors made in-store alongside snacks. As of March 2023, in addition to plain, the pub offers about 10 other flavors, such as strawberry and hops.

The launch of a new product meeting consumer demand supports market expansion. In Japan, major players in the market are reformulating sake by reducing its alcohol content for healthy habits, changing the packaging, and making it more sophisticated to attract customers. For instance, Okuhida Brewery, a 300-year-old sake brewery launched a new sake brand in December 2023. The new product contains just 8% alcohol and was developed to meet the demand for the low alcoholic breweries in Japan.

New Approaches Taking Place in Japan Sake Market by the National Regulatory Bodies

Alcohol consumption in Japan, particularly among young people, has been steadily decreasing for the past 25 years. This has led to a decline in tax revenue from alcohol sales, which is a significant source of income for the government. To address this issue, the National Tax Agency launched the Sake Viva! Campaign in August 2022. This initiative targets young adults and aims to make drinking more appealing to them.

The Sake Viva! competition encourages young people to submit ideas for new alcoholic beverages or ways to make drinking more enjoyable and relevant to their lifestyles. This could involve promoting at-home drinking experiences or creating new types of drinks that cater to younger tastes.

Further, in 2023, the Japan Sake and Shochu Makers Association ramped up sake promotion locally and globally through events in Europe, Asia, and the Americas, partnering with sommelier associations and attending trade shows. It also took the initiative by participating in ProWein 2023 and enhancing the promotion of sake at international airports.

High Competition from Other Alcoholic Beverages

The Japan sake market is hindered by the presence of various other alternative alcoholic beverage options in the market. Beer, wine, and whiskey offer a wider variety of tastes, price points, and drinking occasions. This abundance of choices can make sake seem less appealing, especially to younger consumers who may be exploring different alcoholic beverages. Sake can be perceived by some, younger drinkers, as an old-fashioned drink associated with older generations.

Beer and many RTD options are readily available in vending machines, convenience stores, and supermarkets. Sake, on the other hand, might be less accessible, requiring a trip to a specialized store or a restaurant. While high-end sake can be expensive, some alternative beverages offer good quality at a more competitive price. This can be a deciding factor for budget-conscious consumers.

Segment Analysis

The Japan sake market is segmented based on type, age group, price range, distribution channel and application.

Increasing Consumer Preference Towards Clean Flavor Profile of Junmai

The Japan sake market is segmented based on type into ordinary sake, junmai, honjoro, junmai ginjo, ginjo and junmain daiginjo. Junmai sake dominated the higher market share due to its clean and pure flavor profile, which appeals to a wide range of consumers. It offers a good balance of taste and affordability compared to some premium types. Junmai sake is brewed using traditional methods.

Unlike some other sake types, junmai only allows rice, water, koji mold, and yeast, adhering to stricter regulations favoured by some consumers seeking a more traditional, authentic experience. The adherence to traditional brewing techniques and the purity of ingredients often make junmai sake highly regarded among sake enthusiasts and connoisseurs. According to the report of the National Tax Agency 202o, within the premium sake category, the share of junmai sake is increasing at a rapid rate.

Junmai sake is often associated with higher quality and craftsmanship. The focus on using premium rice and meticulous brewing processes contribute to the complexity of flavors and the overall character of the sake. The attention to detail and the commitment to traditional brewing methods can result in a product that is valued for its taste and quality.

Competitive Landscape

The major Japanese players in the market include Aramasa Co, Ltd., ASAHI-SHUZO SAKE BREWING CO., LTD., HAKUTSURU SAKE BREWING CO., LTD, Tatsuuma-Honke Brewing Co. Ltd, Kizakura Co., Ltd., SAWANOTSURU co, TAKARA SHUZO INTERNATIONAL CO., LTD., NIHONSAKARI CO., LTD., Kiku-Masamune Sake Brewing Co., Ltd. and Miyasaka Brewing Company, Ltd.

COVID-19 Impact Analysis

The COVID-19 pandemic had a moderate impact on the Japan sake market. Lockdowns and restrictions on restaurants hit sake sales hard. Sake is traditionally paired with meals, and with fewer people dining out, demand dropped significantly. Travel limitations and disruptions in international trade likely caused issues for sake exports and the import of brewing ingredients.

On the other hand, as people stayed home more, some may have shifted to at-home sake enjoyment, potentially boosting retail sales. The rise of online shopping has benefited some sake breweries as consumers turned to e-commerce platforms. Overall, the pandemic likely had a negative effect on the sake industry. However, some breweries adapted by focusing on online sales and targeting at-home consumption.

By Type

• Ordinary Sake
• Junmai
• Honjoro
• Junmai Ginjo
• Ginjo
• Junmain Daiginjo

By Age Group

• 20-40 years old
• 40-60 years old
• Above 60 years old

By Price Range

• Low
• Medium
• Premium

By Distribution Channel

• Hypermarkets/Supermarkets
• Specialty Stores
• Online Channels
• Others

By Application

• Commercial Use
• Home Use

Key Developments

• In December 2023, Okuhida Brewery, a 300-year-old sake brewery launched a new sake brand. The new product contains just 8% alcohol and was developed to meet the demand for the low alcoholic breweries in Japan.
• In January 2022, Tsunan Sake Brewery launched a new sustainable sake brand called Tsunan. This exciting line is all about celebrating and supporting their local community. Tsunan sake is a true terroir experience, crafted by local people using rice and water sourced directly from the Tsunan region.
• In August 2020, Sato Sake Brewery created a brand new blue sake, Seilan. It is. The product is Ginjo sake, made with the flowers of butterfly peas with a rice polishing rate of 60%.

Why Purchase the Report?

• To visualize the Japan sake market segmentation based on type, age group, price range, distribution channel, and application, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of agriculture tires market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The Japan's sake market report would provide approximately 78 tables, 73 figures and 225 pages.

Target Audience 2023

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies

Table of Contents

1.Methodology and Scope

• 1.1.Research Methodology
• 1.2.Research Objective and Scope of the Report

2.Definition and Overview

3.Executive Summary

• 3.1.Snippet by Type
• 3.2.Snippet by Age Group
• 3.3.Snippet by Price Range
• 3.4.Snippet by Distribution Channel
• 3.5.Snippet by Application

4.Dynamics

• 4.1.Impacting Factors
  • 4.1.1.Drivers
    • 4.1.1.1.New and Innovative Product Introductions
    • 4.1.1.2.New Approaches Taking Place in Japan Sake Market by the National Regulatory Bodies
  • 4.1.2.Restraints
    • 4.1.2.1.High Competition from Other Alcoholic Beverages
  • 4.1.3.Opportunity
  • 4.1.4.Impact Analysis

5.Industry Analysis

• 5.1.Porter's Five Force Analysis
• 5.2.Supply Chain Analysis
• 5.3.Pricing Analysis
• 5.4.Regulatory Analysis
• 5.5.DMI Opinion

6.COVID-19 Analysis

• 6.1.Analysis of COVID-19
  • 6.1.1.Scenario Before COVID
  • 6.1.2.Scenario During COVID
  • 6.1.3.Scenario Post COVID
• 6.2.Pricing Dynamics Amid COVID-19
• 6.3.Demand-Supply Spectrum
• 6.4.Government Initiatives Related to the Market During Pandemic
• 6.5.Manufacturers Strategic Initiatives
• 6.6.Conclusion

7.By Type

• 7.1.Introduction
  • 7.1.1.Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
  • 7.1.2.Market Attractiveness Index, By Type
• 7.2.Ordinary Sake
  • 7.2.1.Introduction
  • 7.2.2.Market Size Analysis and Y-o-Y Growth Analysis (%)
• 7.3.Junmai
• 7.4.Honjoro
• 7.5.Junmai Ginjo
• 7.6.Ginjo
• 7.7.Junmain Daiginjo

8.By Age Group

• 8.1.Introduction
  • 8.1.1.Market Size Analysis and Y-o-Y Growth Analysis (%), By Age Group
  • 8.1.2.Market Attractiveness Index, By Age Group
• 8.2.20-40 years old
  • 8.2.1.Introduction
  • 8.2.2.Market Size Analysis and Y-o-Y Growth Analysis (%)
• 8.3.40-60 years old
• 8.4.Above 60 years old

9.By Price Range

• 9.1.Introduction
  • 9.1.1.Market Size Analysis and Y-o-Y Growth Analysis (%), By Price Range
  • 9.1.2.Market Attractiveness Index, By Price Range
• 9.2.Low
  • 9.2.1.Introduction
  • 9.2.2.Market Size Analysis and Y-o-Y Growth Analysis (%)
• 9.3.Medium
• 9.4.Premium

10.By Distribution Channel

• 10.1.Introduction
  • 10.1.1.Market Size Analysis and Y-o-Y Growth Analysis (%), By Distribution Channel
  • 10.1.2.Market Attractiveness Index, By Distribution Channel
• 10.2.Hypermarkets/Supermarkets
  • 10.2.1.Introduction
  • 10.2.2.Market Size Analysis and Y-o-Y Growth Analysis (%)
• 10.3.Specialty Stores
• 10.4.Online Channels
• 10.5.Others

11.By Application

• 11.1.Introduction
  • 11.1.1.Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
  • 11.1.2.Market Attractiveness Index, By Application
• 11.2.Commercial Use
  • 11.2.1.Introduction
  • 11.2.2.Market Size Analysis and Y-o-Y Growth Analysis (%)
• 11.3.Home Use

12.Competitive Landscape

• 12.1.Competitive Scenario
• 12.2.Market Positioning/Share Analysis
• 12.3.Mergers and Acquisitions Analysis

13.Company Profiles

• 13.1.Aramasa Co, Ltd.
  • 13.1.1.Company Overview
  • 13.1.2.Product Portfolio and Description
  • 13.1.3.Financial Overview
  • 13.1.4.Key Developments
• 13.2.ASAHI-SHUZO SAKE BREWING CO., LTD.
• 13.3.HAKUTSURU SAKE BREWING CO., LTD
• 13.4.Tatsuuma-Honke Brewing Co. Ltd
• 13.5.Kizakura Co., Ltd.
• 13.6.SAWANOTSURU co
• 13.7.TAKARA SHUZO INTERNATIONAL CO., LTD.
• 13.8.NIHONSAKARI CO., LTD.
• 13.9.Kiku-Masamune Sake Brewing Co., Ltd.
• 13.10.Miyasaka Brewing Company, Ltd.

LIST NOT EXHAUSTIVE

14.Appendix

• 14.1.About Us and Services
• 14.2.Contact Us