Sobering trend: nearly half of young Japanese never drink alcohol, survey shows
Paired with a slump in beer sales, observers say the findings point to a generational shift away from Japan’s famed drinking culture
The findings, by Tokyo-based marketing consultancy Mery Co, reflect deeper changes in Japanese society, observers say, with pandemic-era habits, rising costs and evolving attitudes about work and well-being reshaping how younger generations socialise and spend.
The release of the report coincided with monthly data published on Wednesday by the nation’s major brewers showing that beer consumption fell by 9 per cent year on year in August – the fifth consecutive month of decline.
The slump challenges the long-standing belief that beer sales rise during Japan’s hot summer months as consumers seek relief from the heat.
Industry analysts said this year’s extreme temperatures likely kept people from going out in the evenings, while at-home consumption also declined amid growing concerns over inflation and shrinking disposable incomes.
But observers suggest the downturn is more than seasonal and that the industry is facing a long-term generational realignment.