90% of Japanese like beer

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How do you find beer? graph of japanese statisticsKyodo Press Agency recently conducted a survey about, and simply titled, beer.

Demographics

Between the 16th and 18th of January 2016 1,000 people from all over Japan aged between 20 and 69 years old completed an internet-based questionnaire. There was no information about how the sample was gathered, or even if non-beer drinkers were filtered out or not, but it does seem odd that in Q1 there is no “Don’t drink alcohol” option. It might be safe to assume that only beer drinkers were surveyed, though.

Happoshu is a (not very) beer-like substance, made, I suspect, by basically adding alcohol to fizzy hop tea. Third-sector beer is brewed from non-traditional ingredients like beans. Both non-beer types recently tend towards “healthy” labels of zero or low purine, sugars, preservatives, etc. Personally, I find the no or low-sugar non-beers quite good for weeknight drinking, as they leave less of a heavy stomach behind the next morning, and some are even quite passable, and certainly beat beer in the cost-performance stakes, as due to tax anomalies they are half the price of real beer.

Research results

Q1: How do you find beer, happoshu and third-sector beer-like drinks? (Sample size=1,000)

 Love itLike itIt’s OKDislike itHate it
Beer53.6%35.8%8.4%0.2%0.0%
Happoshu15.7%33.9%25.1%15.4%9.9%
Third-sector14.9%31.7%26.5%15.4%11.5%

Q2: How do you think your beer drinking will change in the future? (Sample size=1,000)

 IncreasePerhaps increaseNot changePerhaps decreaseDecrease
All7.1%15.1%69.1%7.0%1.7%
Twenties13.0%32.5%48.5%5.5%0.5%
Thirties9.0%13.0%69.5%5.5%3.0%
Forties4.5%10.5%78.0%6.0%1.0%
Fifties5.5%9.5%75.5%7.5%2.0%
Sixties3.5%10.0%74.0%10.5%2.0%

Q3: Where have you recently drunk, and where do you want to drink in the future? (Sample size=1,000, multiple answer)

 RecentlyFuture
At home at dinner with family59.9%54.2%
When relaxing by myself37.7%37.9%
When eating by myself34.6%33.1%
With friends36.7%45.0%
Outdoors14.1%23.9%
While watching TV, reading18.6%17.8%
While writing email, surfing the net14.6%15.0%
Other3.3%5.9%

Q4: What is important when choosing beer to buy? (Sample size=1,000, multiple answer)

Taste78.0%
Product quality40.6%
Maker, brand36.8%
Price30.9%
My usual18.8%
Friends, family opinion13.0%
Available everywhere10.4%
No sugars10.2%
Topic of conversation9.9%
Looks as if it will sell9.2%
Good package design6.5%
Advertising4.5%
Promoted within shop3.9%
None of the above3.9%

Q5: What are the features of your regular beer? (Sample size=1,000, multiple answer)

Has umami55.3%
Has flavour48.8%
Has body47.1%
Easy to drink44.8%
Refreshing27.9%
Has sharpness26.5%
Smooth18.4%
Has bitterness17.5%
Stimulates the throat16.6%
Has rich nose15.3%
Mellow14.8%
Light10.7%
Fruity9.9%
Strong fizz6.4%
Heavy4.6%
Sweet taste3.8%
Other0.2%
Don’t know4.1%

Q6: What are the features you would like to see in beer? (Sample size=1,000, multiple answer)

Has umami56.4%
Has flavour49.2%
Has body46.6%
Easy to drink36.2%
Has sharpness27.8%
Refreshing27.5%
Has rich nose21.4%
Smooth17.6%
Mellow17.0%
Stimulates the throat15.5%
Has bitterness15.0%
Fruity14.5%
Strong fizz9.2%
Light8.6%
Sweet taste5.0%
Heavy4.4%
Other0.3%

Q7: How do you choose beer, what do think about beer? (Sample size=1,000, multiple answer)

Want to drink beer that suits my likes77.3%
Want beer with flavour74.2%
Like to drink beer with family, close friends65.0%
Want to feel satisfied with one glass of beer63.4%
I am particular about the taste of beer57.0%
I want to try various flavours of beer56.9%
I feel safe with the beer I’m used to drinking52.0%
I want beer to be easy to drink51.6%
I’m someone who always drinks the same brand49.3%
I want to drink the standard beer46.1%
I drink beer because I want to relieve stress37.8%
I like drinking beer by myself30.8%
I want to drink because I find beer stimulating30.5%
I’m a heavy drinker23.6%
I like drinking with my boss, workmates19.8%
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