Why this is important to Wisconsin: Growing interest in health and fitness is one of the factors increasing sales, and Wisconsin exporters may find opportunities.
In Japan, people are increasingly thirsty for nonalcoholic beverages.
A survey by Suntory, a Japan-based global leader in spirits and soft drink production, found that 46 million cases of nonalcoholic beer, mocktails, and wine were sold in Japan in 2024, an 11% increase over the previous year, and the market is projected to hit 47 million cases in 2025.
Beer makes up the vast majority of the nonalcoholic drinks included in the survey, but mocktails and wine have both seen rising consumer interest during the past four years.
Suntory polled 30,000 people between the ages of 20 and 69 and found that about one-third had consumed a nonalcoholic drink during the previous year. Of those, nearly 50% drank those beverages at least once a month.
The top reasons were for better health and because the beverages are easy to drink. Some of the others said the beverages taste like alcohol but don’t result in worries about driving or about morning-after effects.
Overall, the total nonalcoholic beverage market in Japan was estimated at $40 billion in 2022, with about $1 billion of that coming from other countries. according to the U.S. Department of Agriculture’s Global Agricultural Information Network (GAIN). The biggest sellers were coffee, green tea, and carbonated drinks.
The U.S. was the largest supplier of nonalcoholic drinks to Japan, with mineral water, carrot juice, and grape juice as the top export items, the GAIN report said.
The trend toward healthy beverages started before 2020, but the pandemic focused attention on drinks with specific health benefits, especially those providing immune support. A 2022 survey by Dentsu, Japan’s largest advertising agency, showed that 30% of men in their 20s and 30% of women in their 60s reported regularly consuming specific health-related foods, making them both the largest demographics for those products. Young men are also increasingly interested in high-protein products including drinkable protein beverages.
Energy drinks represent one of the most dynamic beverage categories in Japan with innovative concepts and interesting flavors. Consumers seek the invigorating effect of the stimulants, especially those coming from naturally occurring sources of energy, such as guayusa and guarana, as well as the advantages of added proteins, vitamins, and minerals.
Dimension Market Research estimated the energy drink market in Japan will top $4 billion in 2024 and will jump to $14.2 billion by 2033. Younger consumers, fitness enthusiasts, and busy professionals are fueling demand for products like ready-to-drink cans, powdered mixes, and functional shots that are highly enriched with caffeine, vitamins, and amino acids, the report said.
Wisconsin companies in the nonalcoholic beverage market may find interest from consumers in Japan.
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