Japanese healthy beer/brews case study: aiming to capitalize on the health trend without compromising on taste

Content

• Datamonitor View
• Catalyst
• Summary
• Analysis
• Low-carbohydrate and Low-calorie Beers Have Become A Spotlight in The Industry
• Beer Tagged as Light or with Lower Carbohydrate Contents Have Shown Strong Growth in The US
• Low Calorie and Carb Beers Have Also Appealed to Consumers in Other Parts of The World
• Healthy Beer/Brews Have Become A Major Focus in The Japanese Market
• The Low Calorie/Carbohydrate Beer/Brews Trend Started in 2001
• These Healthy Beer/Brews Drinks Have Been Successful in The Japanese Market
• New Product Launches from The Big Four Brewers LED to The Intensified War on "zero-kei Drinks"
• The Strong Growth of These Drinks Is Expected to Continue in 2009
• behind The Success: Key Factors Contributing to The Achievement of Healthy Beer/Brews in Japan
• Capturing The Rising Consumer Trend of Healthy Products Paves The Way
• Lower Alcohol Tax Applied to Happoshu and New Genre Brews Has Reinforced The Motivation to Purchase
• Emphasizing A Good Taste Profile Is A Basic and Important Factor to Give Healthy Products Optional Appeal to Consumers
• The Image of A Better-for-you Choice Helped Healthy Beer/Brews in Japan to Gain Market Share and Compete with Another Trend of Premiumization
• Implications: The Success of Healthy Japanese Beer/Brews Can Be Applied to Other Markets
• to Appeal to Consumers, Healthier Options Should Also Feature Traits Such as Good Taste and Lower Price
• The Market Potential of Healthy Alcoholic Beverages Can Be Further Explored in Other Genres
• However, The Doubt on Whether Healthy Beer/Brews Are Indeed Healthy Needs to Be Handled with Care
• Appendix
• Case Study Series
• Methodology
• Secondary Sources
• Further Reading
• Ask The Analyst
• Datamonitor Consulting
• Disclaimer
• List of Tables
  • Table 1: Market share of major beer brands in the US, 2002 - 2007
  • Table 2: 2008 sales volumes of major beer/brew drinks in Japan
  • Table 3: 2009 sales plan of major healthy beer/brew drinks in Japan
  • Table 4: Alcohol tax applied to beer/brews in Japan
• List of Figures
  • Figure 1: Low calorie / carbohydrate beers have been popular across the world
  • Figure 2: Healthy beer/brews from Asahi and advertisement for Asahi Style Free
  • Figure 3: Healthy beer/brews from Kirin and advertisement for Kirin Tanrei W
  • Figure 4: Healthy beer/brews from Suntory and the advertisement for Suntory Diet Clear Taste
  • Figure 5: Healthy beer/brews from Sapporo
  • Figure 6: Taste is the basic factor influencing consumers' choices while health is a mid-ranging factor
  • Figure 7: Examples of healthy alcoholic beverages in other sectors