Report Highlights:
In 2012, the United States held a 7.7% value share of Japan's $1,037 million imported bottled wine market. This was an increase from the 7.5% share in 2011.
Market share of bottles priced ¥500 JPY ($6.33) or under and ¥1000 – 1500 JPY ($12.66 – 18.99 USD) continue to increase. Bulk wine imports continue to grow as domestic Japanese wine companies bottle their own wine.
Executive Summary:
Distribution of Japanese bottled wine is approximately 900 thousand hectoliters. This plus 1.81 million hectoliters of imported bottled wines totaled 2.71 million hectoliters of wine distributed in Japan.
The Japanese wine market continues to be very competitive. Although 50 countries supply wine to Japan, ten countries account for approximately 96% of the imported volume.
On-premise consumption continues to increase as the Japanese economy improves and wine becomes more generally affordable. Upscale Japanese izakaya restaurants are performing quite well, and standing wine bars are becoming more popular, particularly among middle-aged and older men.
Off-premise consumption has increased as well. Supermarkets are carrying more inexpensive (under ¥1000 JPY or $12.66) wines, and premium wines are increasingly being consumed from online sources. o Market share of bottles priced ¥500 JPY ($6.33) or under and ¥1000 – 1500 JPY ($12.66 – 18.99 USD) continue to increase. Wines priced at ¥1000 JPY are seen as being “halfway,” reflecting a trend favoring lower-priced wines. o Sales of wines in the mid-range category of ¥1,500 – 3,000 JPY ($18.99 – 37.97 USD) continue to be smooth. o Sales of high end wines of ¥3,000 JPY+ ($37.97 USD+) up to ¥5000 JPY ($63.29) are increasing, though wines above ¥5000 JPY are forecasted to decline.
Chile and the United States lead the bulk wine exports to Japan, 113 thousand hectoliters and 89.5 thousand hectoliters respectively.
Low priced wines have become easily accessible in part by increased imports of bulk wine from the United States, Spain, Chile and France for bottling in Japan.
Popularity of sparkling wine continues to grow for both women and men. Import volumes of the top five countries grew except for U.S.. Total volume was up 18.1%.
Domestic wine producers continue to bottle more imported bulk wine in CY 2012, reflected by a 10.6% increase in volume of imported bulk wine. U.S. wines have done well in this area exporting 89.5 thousand hectoliters.
