The Wines Segment in Japan registered a Market volume of 353.74 million litres in 2025
The indicator recorded a historical decline (CAGR) of 0.13% between 2022 to 2025, and is expected to grow by...
GlobalData projects the indicator to grow at a CAGR of...
Wines market in Japan recorded a YoY growth in 2020
The Japanese wine market is fragmented, with numerous local and international players. It is rare for winemakers to integrate forward into on-trade or retail businesses. This means that winemakers can experience strong buyer power in markets where a concentrated food and beverages retail industry exists. Backward integration from producers is more common, with most winemakers owning or leasing vineyards, although large companies often need to source grapes from third-party growers. The ease of market entry for new players is affected by the government regulation of wine and other alcoholic beverages markets, which is stringent in many countries. Furthermore, wine is vulnerable to the threat from its substitutes, such as spirits and beer, due to low switching costs and various consumption patterns in different geographies. The degree of rivalry is assessed to be moderate in this market.
In the Japanese wine market, on-trade sales in bars and restaurants accounted for a low-double-digit percentage share of the market's volume in 2019, and supermarkets were less significant. With a fragmented on-trade competitive landscape, this tends to decrease buyer power. Switching costs for buyers are not particularly high, which increases buyer power in all markets. Wine producers can differentiate their products quite strongly, not only by the overall segment (such as still or sparkling) but also by region of origin, grape variety, style, and so on. This, and the fact that major buyers generally need to offer a wide range of wines for their own customers, should tend to weaken buyer power. Furthermore, producers and retailers operate in distinct businesses, with very little likelihood of producers integrating forward, or retailers integrating backwards. Overall, buyer power is assessed as moderate, although it can be stronger within certain specific markets.
Related Companies
In the Japanese wine market, Mercian Corporation saw the largest increase in market share in volume terms during 2015–2019, the marketed share increased between 2015 and 2019. During the same period, Suntory Holdings also saw its market share grow.
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