Japanese Brewers Expand Alcohol-Free Drinks as Young Consumers Drink Less

Major Japanese brewers are expanding their nonalcoholic and low-alcohol product lines as younger consumers increasingly reduce their alcohol consumption, The Japan Times reported.

Japanese beverage companies are expanding alcohol-free products to meet changing consumer preferences. (アサヒビール ASAHIBEER)

The companies believe many younger adults still enjoy the social atmosphere of gatherings but prefer beverages with little or no alcohol.

To better understand changing preferences, brewers are collaborating with universities and other organizations to develop products that offer the experience of drinking without intoxication.

According to a 2024 survey by Japan's Ministry of Health, Labour and Welfare, 37.2 percent of respondents in their 20s said they do not consume alcohol, an increase of 6.7 percentage points compared with a decade earlier.

Brewers attribute the trend to growing health awareness and broader lifestyle changes that have led more young people to move away from regular alcohol consumption.