The notable consumer preference for beer makes it a key focus in the Japanese hospitality industry. Beer’s continued dominance emphasizes the importance of developing an in-depth understanding of consumer behavior around one of the nation’s favorite drinks among brands, suppliers, and operators looking to strengthen their market position. For these reasons, the latest findings from CGA by NIQ’s On Premise User Study (OPUS) reveal compelling insights into the consumption patterns and brand loyalty of beer drinkers in Japan’s On Premise sector.
With over 80% of consumers maintaining or increasing their frequency of beer consumption compared to last year, the market outlook remains positive. More than half (51%) of Japanese consumers choose beer when visiting bars, restaurants, and other venue types.
Japanese beer stands out as the most regularly consumed beer, with 73% of respondents indicating they consume it every or almost every time they drink beer. Despite the increasing diversity of beer options, consumption rates across all beer types in Japan are either maintaining or increasing compared to a year ago. This ongoing stability and growth indicate a robust market outlook for beer brands and operators to capitalize on.
However, the strong loyalty among Japanese beer drinkers to their favorite brands presents a challenge for newcomers trying to gain market share. According to CGA’s On Premise insights, nearly a third (31%) of consumers prioritize their familiar brand when choosing Japanese beer, compared to 10% for craft beer and 17% for imported beer. Additionally, 65% of consumers who drink Japanese beers prefer established brands over new and interesting options, highlighting the challenge for newcomers.
Conversely, craft and imported beer drinkers show a greater openness to exploring new brands. The study also identifies a strong desire for local beer, especially when compared to other APAC markets. These combined factors present multiple opportunities for innovation and market expansion.
To lock in existing loyalty, beer brands can deepen their emotional connection with customers by reinforcing their value through strategic marketing efforts highlighting heritage, quality, and consistency. On the other hand, the growing segment of craft and imported beer drinkers presents a unique opportunity to leverage this openness by introducing innovative products and marketing campaigns to appeal to this bolder demographic.
Overall, maintaining a balance between retaining the loyalty of traditional consumers and capturing the curiosity of new customers can be instrumental in helping brands and operators expand market share, drive sales, and build consumer advocacy.
