Figure 1. Indexed import trends for all HS 22 beverage categories, 2020–2024 (2020 = 100).
Highlighted in green: HS 2202.91-100 – Non-alcoholic beer (sweetened).
Source: Japan Customs import statistics, TOO International analysis.

Category Highlights

1. Non-Alcoholic Beer Imports
(HS 2202.91-100 and 2202.91-200)

Both non-alcoholic – sweetened and non-alcoholic – zero-sugar categories showed steady, multi-year expansion. They capture Japan’s growing appetite for “social but sober” drinks that combine beer-like familiarity with lighter refreshment – and also reflect international trends supporting Japan’s domestic shift toward moderation and functional beverages. With growth spanning the five-year period (2020–2024), imported non-alcoholic beers are establishing themselves as a distinct and expanding category, even as they remain a small but rapidly developing part of Japan’s overall beer market.

2. Wine Imports in Large and Medium Containers
(HS 2204.29-010 and 2204.22-000)

Wine imports in larger and medium containers have shown steady recovery since 2022, with +133 % growth for 10–150 L formats and +27 % for 2–10 L formats. These pack sizes are typically used in restaurants, bars, and catering operations rather than retail sales. Standard retail bottles (≤2 L) follow different import patterns and are not included in this analysis. Their rebound suggests renewed activity across the horeca sector and continued preference for imported wine options that balance cost-efficiency and quality. Although these segments remain smaller than bottled retail wines, they indicate that Japan’s professional beverage channels are regaining demand and remain open to international suppliers.

3. Sweetened Water and Flavored Soda Imports
(HS 2202.10-100)

Imports of sweetened and flavored water rose +77 % between 2020 and 2024. Flavored and lightly sweetened waters remain reliable performers. Their steady import growth reflects consistent consumer interest in variety – even in a market where mainstream retail and vending are dominated by domestic brands, and imported products appear mainly through specialized or premium outlets. Although growth has slowed since its 2021–2022 peak, the category remains steady thanks to seasonal novelty and flavor variety.

Implications for Exporters and Brand Managers

• Low- and non-alcohol import products are expanding reliably. The consistent five-year growth trajectory confirms that imported non-alcoholic beers are transitioning from experimental imports to a recognized market segment, though they remain modest in scale relative to Japan’s total beer consumption.

• Soft drinks maintain steady entry potential. Flavored waters and sodas provide predictable performance – a moderate but stable import category where international brands can gain traction over time.

• Wine imports are gradually recovering. Larger and horeca-format wines show renewed momentum, suggesting long-term demand across Japan’s professional beverage sector.

While these are the strongest performers in the latest import data, they do not represent the only opportunities. Many other beverage categories have shown moderate but consistent recovery or potential for repositioning. Japan’s market remains diverse, and success often depends less on category type than on the brand’s ability to localize, build relationships, and sustain presence over time.

Aligning product formats, pricing, and channel strategy with these trends can serve as confirmation for exporters already active in these categories – and guidance for those evaluating Japan as their next market. For a broader view of how functional and health-oriented trends are influencing Japan’s food and beverage demand, see our related article: Functional & Health-Oriented Trends Are Driving Growth.

Looking Ahead

Even in a weak-yen environment, trustworthy imported brands continue to have strong chances to perform well in Japan. These results show that both international trends and locally relevant health-conscious and premium refreshment options are shaping import activity. As Japanese consumers are getting more interested in moderation, variety, and premium refreshment experiences, the opportunity lies not in replacing existing domestic drinks but in offering new occasions and styles of enjoyment.

For exporters preparing 2026 plans, Japan remains a demanding but rewarding market – one where data-based preparation and committed local partnerships can turn potential into sustained presence.

About the Data (Summary)

Figures are based on Japan Customs import statistics for HS Code 22 (beverages, spirits, and vinegar). Vinegar and other non-drink items were excluded. The ranking focuses on total import growth, trend stability, and recent momentum between 2020 and 2024. Analysis and interpretation by TOO International, 2025. For reference on HS code structure, see the Japan Customs Tariff Schedule or the World Customs Organization Overview.