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  • 執筆者の写真NEWS TREND TEAM

THE GROWING NON-ALCOHOLIC BEVERAGE MARKET IN JAPAN


Behavioral changes during the pandemic have markedly altered consumption patterns. One significant shift has been a decline in dining out, resulting in more home-cooked meals. Contrary to expectations that reduced social events like drinking parties might increase alcohol consumption at home, the situation appears different.


Data shows that the alcoholic beverage market saw a slight increase to 102% over the previous year in 2020, the pandemic's first year, but plateaued at 100% in 2021. Meanwhile, non-alcoholic beverages, with less than 1% alcohol content, have experienced greater growth. Their market size climbed to 106% in 2020 and then surged to 117% in 2021.

Lately, there’s been a noticeable shift towards non-alcoholic beverages among consumers, driven by health consciousness and the variety available in flavors such as non-alcoholic lemon chuhai and wine.


The non-alcoholic drink market, particularly for products like non-alcoholic chuhai, ballooned in 2021, a year marked by strict alcohol service regulations in eateries to curb COVID-19 spread. This period also saw a rise in non-alcoholic original cocktails offered in restaurants, indicating a trend towards finding enjoyment in non-alcoholic options.

Prominent beverage companies like Asahi, Kirin, and Suntory have expanded their non-alcoholic drink selections in recent years.


A novel concept, the 100% non-alcoholic bar 0cpt, has gained popularity among individuals in their twenties and thirties since its opening.


The trend of young people moving away from alcohol has been ongoing. The shift isn't just about health concerns related to heavy drinking; it’s also about a growing preference to stay sober and use personal time more productively. Many youths are now increasingly opting for non-alcoholic beverages, either from the start or partway through social events, to maintain sobriety


Additionally, the traditional "let's start with a beer" culture is reportedly waning. Particularly among younger generation, there’s a stronger inclination towards making autonomous beverage choices, irrespective of whether they contain alcohol.


This movement towards personal preference has led to situations where people may enjoy a meal together may opt for different beverages, accommodating both non-alcoholic and alcoholic preferences on the same table.

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