Expert on Japan Retail and Consumer Markets, JapanConsuming

Michael Causton

Expert on Japan Retail and Consumer Markets

Real Insight on Japanese Consumer Markets

JapanConsuming

JapanConsuming is a specialist research firm producing intelligence on Japanese retail and consumer markets. Founded in 2000, JapanConsuming has become the leading provider of insights on Japanese retailers and consumer trends to retailers, brands, government agencies and investors. As well as a highly regarded monthly report on the market, JapanConsuming produces in-depth reports on retail sectors, seminars on key trends and telephone consulting to investors on trends and retailers.

JapanConsuming was founded by Michael Causton and Roy Larke. 

Thematic (Sector/Industry)

<ul>
<li>Japanese beer has long been famous for quality and quantity and today its top brands are major exports.</li>
<li>At home, however, the pandemic worsened a long-term decline in beer consumption (as well as wine and sake) as younger consumers switch to stronger drinks.</li>
<li>Unit sales have shrunk but alcohol per unit has soared as sales of highballs and Chuhai boom, forcing change on Japan's biggest beverage businesses like Kirin, Suntory, Sapporo and Asahi.</li>
</ul>


Japanese beer has long been famous for quality and quantity and today its top brands are major exports.
At home, however, the pandemic worsened a long-term decline in beer consumption (as well as wine and sake) as younger consumers switch to stronger drinks.
Unit sales have shrunk but alcohol per unit has soared as sales of highballs and Chuhai boom, forcing change on Japan's biggest beverage businesses like Kirin, Suntory, Sapporo and Asahi.


Less Beer and Sake Please, We're Japanese (But Lots More Highballs Thank You)

<ul>
<li>Japan’s consumer markets had a remarkably good year in 2023, despite the spectres of inflation and negative real wage growth marring consumer confidence. </li>
<li>These fears were offset by a desire to get out and spend some of the mounting savings. Those savings still rose a cumulative average of ¥1.45 million in 2023.</li>
<li>Covid and inflation forced major change and provided a solid footing for what is expected to be a good 2024 on the back of hopes for genuine real wage growth.</li>
</ul>


Japan’s consumer markets had a remarkably good year in 2023, despite the spectres of inflation and negative real wage growth marring consumer confidence. 
These fears were offset by a desire to get out and spend some of the mounting savings. Those savings still rose a cumulative average of ¥1.45 million in 2023.
Covid and inflation forced major change and provided a solid footing for what is expected to be a good 2024 on the back of hopes for genuine real wage growth.


2023-24 Japanese Consumer Market Trends Review

<ul>
<li>New regulations due in April are forcing Japan’s logistics industry to evolve rapidly and seek efficiencies to offset a drastic shortage of drivers.</li>
<li>Most firms are aware of the long-term gains that removing inefficiencies in the current system will lead to and should result in improved operating margins.</li>
<li>The government announced new support policies and many consumers say they are willing to accept slower deliveries, which should lower costs for e-commerce.</li>
</ul>


New regulations due in April are forcing Japan’s logistics industry to evolve rapidly and seek efficiencies to offset a drastic shortage of drivers.
Most firms are aware of the long-term gains that removing inefficiencies in the current system will lead to and should result in improved operating margins.
The government announced new support policies and many consumers say they are willing to accept slower deliveries, which should lower costs for e-commerce.


Better Logistics, Slower Shipping, Lower Costs, Higher Profits

Technical Analyst, Vermilion Research

Joe Jasper

Technical Analyst

Technical and Quantitative Research

Vermilion Research

Vermilion’s objective is to deliver timely, actionable, and unique technical research to professional investors through the application of our various technical indicators.

Our research strategists seek to highlight securities which we believe are at major inflection points, based on our various technical and quantitative indicators, and offer asymmetric risk/return profiles. Our unique research methodology, centered on relative strength, enables our strategists to deliver superior investment recommendations.

Our process begins by organizing the universe of actively traded stocks into discrete sectors, then into industry groups. We then apply our technical and quantitative tools to identify developing price trends. Once attractive trends are identified within a selected sector or group, we screen for individual stocks which we believe offer the best risk/reward profile. We provide a historical perspective that often reveals, through our long-term charts, how price patterns often repeat themselves over time.

Technical Analysis

TSE Tokyo Price Index TOPIX / Technical Analysis

<ul>
<li>We continue to recommend a tactical overweight to defensives (Staples, Health Care, and Utilities) as the MSCI ACWI (ACWI-US) tests the top-end of our anticipated 2023 trading range at $93.</li>
<li>We also remain overweight Europe, Japan, and India, where a lot more than just defensives continue to outperform.</li>
<li>Actionable Themes: Consumer Discretionary and Defensives, Mainly in Japan and Europe</li>
</ul>


We continue to recommend a tactical overweight to defensives (Staples, Health Care, and Utilities) as the MSCI ACWI (ACWI-US) tests the top-end of our anticipated 2023 trading range at $93.
We also remain overweight Europe, Japan, and India, where a lot more than just defensives continue to outperform.
Actionable Themes: Consumer Discretionary and Defensives, Mainly in Japan and Europe


Remain Overweight Japan, Europe, & India; Buys in Discretionary and Defensives W/ Japan/Europe Focus

Asia Pac ECM and Index Rebal, Shenton Research

Ke Yan, CFA, FRM

Asia Pac ECM and Index Rebal

Asia Pac IPO & Placement Research, China Biotech

Shenton Research

Shenton Research is an independent Asia Pacific equity specialist. Our quantitative research covers index rebalancing flows, alongside exchange data analytics accross Asia Pacific. On the equity capital markets side, we focus on Asia Pacific ECM, especially biotech and TMT. Our lead analyst is frequently cited by international media.

Index Rebalance

<ul>
<li>We screen the Japan equity universe ahead of the MS-Japan August 2026 quarterly review.</li>
<li>We expect one ADD and two DELETE candidates with mid to high conviction.</li>
<li>The main risk is that our estimated cutoffs or FF values.</li>
</ul>


We screen the Japan equity universe ahead of the MS-Japan August 2026 quarterly review.
We expect one ADD and two DELETE candidates with mid to high conviction.
The main risk is that our estimated cutoffs or FF values.


MS-Japan Sep 2026 Index Rebalance Forecast

Japan

Suntory Beverage & Food Ltd manufacture and sells beverages and food products worldwide. The company is a part of Suntory Holdings ltd.

Price Gauge
52-week Range	0.00 - 0.00
Market Cap (USDm)	0.00
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Suntory Beverage & Food (2587 JP)

Less Beer and Sake Please, We're Japanese (But Lots More Highballs Thank You)

Japanese beer exports thrive while domestic consumption declines due to younger consumers favoring stronger drinks like highballs and Chuhai,...

Michael Causton

2023-24 Japanese Consumer Market Trends Review

Despite concerns about inflation and negative real wage growth, Japan's consumer markets had a successful year in 2023 and sets the stage for a...

Michael Causton

Better Logistics, Slower Shipping, Lower Costs, Higher Profits

Japan's distribution industry is adapting to new regulations due in April, addressing driver shortages and resulting in new efficiencies that will...

Michael Causton

Remain Overweight Japan, Europe, & India; Buys in Discretionary and Defensives W/ Japan/Europe Focus

We continue to recommend a tactical overweight to defensives as $ACWI tests the top-end of our anticipated 2023 trading range at $93. Remain...

Vermilion Research

MS-Japan Sep 2026 Index Rebalance Forecast

We expect Niterra to enter MSCI Japan at the August 2026 Quarterly Index Review, and Kyowa Kirin and Suntory Beverage and Food to be deleted.

Ke Yan, CFA, FRM

Price Gauge

52-week Range

Market Cap (USDm)

P/E

Dividend (Yield)

Less Beer and Sake Please, We're Japanese (But Lots More Highballs Thank You)

​Japanese beer exports thrive while domestic consumption declines due to younger consumers favoring stronger drinks like highballs and Chuhai,...

Michael Causton

2023-24 Japanese Consumer Market Trends Review

​Despite concerns about inflation and negative real wage growth, Japan's consumer markets had a successful year in 2023 and sets the stage for a...

Michael Causton

Better Logistics, Slower Shipping, Lower Costs, Higher Profits

​Japan's distribution industry is adapting to new regulations due in April, addressing driver shortages and resulting in new efficiencies that will...

Michael Causton

Remain Overweight Japan, Europe, & India; Buys in Discretionary and Defensives W/ Japan/Europe Focus

We continue to recommend a tactical overweight to defensives as $ACWI tests the top-end of our anticipated 2023 trading range at $93. Remain...

Vermilion Research

MS-Japan Sep 2026 Index Rebalance Forecast

We expect Niterra to enter MSCI Japan at the August 2026 Quarterly Index Review, and Kyowa Kirin and Suntory Beverage and Food to be deleted.

Ke Yan, CFA, FRM

Japanese beer exports thrive while domestic consumption declines due to younger consumers favoring stronger drinks like highballs and Chuhai,...

Despite concerns about inflation and negative real wage growth, Japan's consumer markets had a successful year in 2023 and sets the stage for a...

Japan's distribution industry is adapting to new regulations due in April, addressing driver shortages and resulting in new efficiencies that will...