Sugar-Free Chuhai Market, Rapidly Growing 5x in 5 Years, Designates June 10 as 'Sugar-Free Chuhai Day'! Survey of 1,000 People Who Switched to Sugar-Free Chuhai: About 1 in 2 Debuted with 'Kirin Hyoketsu Sugar-Free'

Kirin Brewery Company, Limited (President: Hideki Horiguchi) sells the 'Kirin Hyoketsu Sugar-Free (hereinafter, Hyoketsu Sugar-Free)' series, which is made without any sugars or sweeteners, resulting in a non-sweet taste that highlights the fruit flavor. Since its launch in 2020, it has surpassed 1.8 billion units (350ml can equivalent) the fastest among the company's RTD brands launched in the past 20 years, growing into Kirin's No. 1 RTD brand in sales.

To further increase awareness of the 'sugar-free chuhai' category and promote ways to enjoy it, 'Hyoketsu Sugar-Free,' which drives this category, has designated June 10 as 'Sugar-Free Chuhai Day.' Concurrently, it has released the 'Sugar-Free Chuhai Encyclopedia 2.0,' compiling market trends and survey results on consumers.

In recent years, interest in beverages without sweeteners has grown due to increasing health consciousness and diversifying lifestyles. In this context, the compatibility with meals and drinkability of sugar-free chuhai have gained support, leading more customers to choose it among alcoholic beverages. Since its launch in 2020, 'Hyoketsu Sugar-Free,' which leads the sugar-free chuhai category, applied to the Japan Anniversary Association to designate June 10 as 'Sugar-Free Chuhai Day' based on the wordplay 'mu (6) = none' and 'to (10) = sugar,' and it was certified. Along with the establishment of 'Sugar-Free Chuhai Day' on June 10, the 'Sugar-Free Chuhai Encyclopedia 2.0' has been updated with the latest information as the second edition following the first in November 2024.

Furthermore, to elucidate the reasons for the continued growth of the sugar-free chuhai market despite the so-called 'alcohol distancing' trend, Kirin conducted an original survey of 1,000 people who switched their most frequently consumed alcoholic beverage to sugar-free chuhai, asking about their reasons and triggers. The results showed that when asked about the 'first sugar-free chuhai brand they drank,' about 1 in 2 people (51.6%) answered 'Hyoketsu Sugar-Free.' Reasons for switching included 'it's refreshing' and 'it's easy to drink.' Additionally, over 90% expressed satisfaction with switching to sugar-free chuhai and indicated they would continue to choose it, revealing high satisfaction levels.

Update the 'Sugar-Free Chuhai Encyclopedia'! Contents of 'Sugar-Free Chuhai Encyclopedia 2.0'

From the updated 'Sugar-Free Chuhai Encyclopedia 2.0,' we introduce the market trends of sugar-free chuhai and part of the 'background of popularity from a social trend perspective.'

■ Compared to 10 years ago, 'Sugar-Free Chuhai' ranks 3rd in alcoholic beverage purchase rankings, surpassing new genre beers and highballs!

Comparing the purchase rate (breadth) by alcoholic beverage type, sugar-free chuhai ranked in the top 3 over the 10 years from 2015 to 2025. It has surpassed major categories like new genre beers and highballs, demonstrating its growing presence as a new category.

■ 'Sugar-Free Chuhai' has become a new mainstream alcoholic beverage category purchased by more than 1 in 2 people!

According to the survey, despite the trend of distancing from alcohol, 1 in 2 people (50.0%) drink sugar-free chuhai, indicating that many customers, including those who do not drink much alcohol, enjoy it. Furthermore, among heavy drinkers who purchase RTD products twice a week or more, over 90% (92.7%) purchase sugar-free chuhai.

■ Changes in drinking needs and reasons for the popularity of 'Sugar-Free Chuhai' from a social trend perspective

Trend commentator Megumi Ushikubo provided comments on the reasons for the popularity of sugar-free chuhai.

Megumi Ushikubo, Generation/Trend Commentator / Visiting Professor at Rikkyo University Graduate School

Personalization orientation due to AI and 'moving away from default beer' – optimization needs behind the popularity of 'Sugar-Free Chuhai'

The sugar-free chuhai market has grown rapidly over the past five years. Particularly in recent years, with the rise of personalization due to AI evolution, there is an impression that more consumers are wisely choosing products based on whether they are 'optimal for me.' Factors include whether it matches their favorite menu, can be chosen according to mood, has a not-too-high alcohol content, tastes good and is cost-effective, and considers health aspects (such as sugar content).

Additionally, due to prolonged saving tendencies and the demand for 'home meals' post-COVID, especially among young people, the desire to 'choose a product that suits me from the first drink (rather than a default option)' has increased.

In this context, sugar-free chuhai, which not only fulfills 'optimal for me' but also meets the keywords of 'rational (no waste)' and 'does not interfere (as a drink with meals),' is likely to continue expanding its popularity by offering flavors beyond lemon.

Results of the 'Survey on People Who Switched to Sugar-Free Chuhai'

A survey was conducted targeting 1,000 men and women in their 20s to 60s who switched their most frequently consumed alcoholic beverage to sugar-free chuhai.

1. Switching to 'Sugar-Free Chuhai' from various genres

■ About 80% have been loyal to 'Sugar-Free Chuhai' for '2 years or more' after switching! Switching from various genres

When asked when they started drinking sugar-free chuhai most frequently, 20.1% answered 'about 2-3 years ago,' and 61.0% answered 'longer than that,' with 81.1% having switched to sugar-free chuhai more than 2 years ago.
When asked about the alcoholic beverage they frequently drank before switching to sugar-free chuhai, the top responses were 'sugared chuhai' (32.2%) and 'beer category' (43.5%: beer 25.4%, happoshu/new genre 18.1%), indicating switching from various genres.

■ Reasons for switching to 'Sugar-Free Chuhai' are 'refreshing' and 'easy to drink'

About 1 in 2 people who switched debuted with 'Hyoketsu Sugar-Free'!

When asked the reason for switching to sugar-free chuhai, the top responses were 'because it's refreshing' (40.3%) and 'because it's easy to drink' (36.8%). It was found that the refreshing taste of the first sugar-free chuhai they tried led to the switch. When asked about the first sugar-free chuhai brand they drank, about half (51.6%) answered 'Hyoketsu Sugar-Free.'

■ 86.7% of those who switched highly recommend it for 'pairing with meals'!