Japan's beer market has been seeing an ongoing decline, with a -1.36% CAGR between 2006 and 2015 despite marketers' efforts such as creating a new segment, new genre beer, to offer cheaper prices. New genre beer achieved a fast take-off on launch in 2004. However, the new genre brew market has been driven by value-conscious consumers who were existing beer segment users, and the debut of the new segment did not lead to the growth of the total volume of the overall beer sector. The main beer users are getting older and shifting towards health-consciousness, while beer manufacturers have been struggling to create beer products that appeal to young consumers. Japan's beer market is a highly difficult place to achieve growth.
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