Popularity of Low Malts rising
The so-called Low Malt Beers (beers with a reduced malt portion) are gaining significant ground in the Japanese market. Their market share exceeded the 20% mark for the first time last year. Low Malts are less expensive compared to conventional beers, due to tax concessions in view of the lower malt portion in the grist. Recent statistics indicate that domestic sales of beer in Japan fell 0.7% in 2000. The Japanese beer market continues to be saturated, partly on account of the declining portion of younger people and the rising portion of elderly people in the population, so that increases in demand are limited.
Price-conscious consumers additionally shift from standard beer to Low Malts. According to statistics, sales of standard beer dropped 4.5% whereas sales of Low Malts rose 15%..
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