Japanese are keen on decaffeinated coffee Kirin launches decaffeinated black tea

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Many people may have encountered a situation where they had a cup of tea or coffee in the afternoon and were so refreshed that they couldn't sleep all night. Now there are more and more decaffeinated drinks on the Japanese market to solve this problem.

A few days ago, Kirin launched a new series of "afternoon black tea" decaffeinated black tea. In May, Kirin first launched DECAF, a caffeine-free green tea drink. Kirin says both black and green teas use self-developed techniques that use clay minerals to absorb caffeine in tea extracts. 430 milliliters of decaffeinated drinks cost only 13 yen (0.78 yuan) more than regular drinks.

Generally speaking, every 200 milliliters of coffee and black tea contain 120 and 60 milligrams of caffeine respectively. Sleepy people naturally choose to drink tea or coffee to refresh themselves, but some people either cheer up or go to the bathroom frequently. A survey conducted by Kirin shows that 25.3% of consumers control their caffeine intake, prompting other beverage companies to enter this market segment.

GEORGIA, a brand owned by Coca-Cola in Japan, launched lattes made from caffeinated coffee beans in April. Rosen followed the caffeine craze in May, introducing decaffeinated coffee for 150 yen (about 9 yuan). Although it costs 50 yen (about 3 yuan) more than regular coffee, it sells 1.5 times more than Rosen expected. "it is welcomed by consumers who want to drink more than one cup of coffee a day and who want to drink coffee in the evening." Rosen Advertising Department said.

It is not difficult to see the enthusiasm of the Japanese for decaffeinated coffee from the statistics of the all-Japan Coffee Association. In the first half of 2017, Japanese coffee consumption was 235000 tonnes, up 1.4 per cent from the same period last year, while imports of decaffeinated beans and related products were about 2000 tonnes, up 25 per cent from a year earlier. Fuji Economics, a research company, predicted in a 2015 report that the Japanese decaffeinated beverage market would grow by about 50 million cases in 2016 compared with 2012.

Although there are more and more kinds of decaffeinated drinks on the market, it is still a niche market as a whole. The word "decaffeinated" was recognized by more than 25% of young Japanese female consumers aged 20 to 39, compared with only 10% of male consumers of the same age. So Kirin, which launched two decaffeinated beverages in succession, aims to develop a new habit of drinking drinks separately during the day and at night.

The picture is from Pinterest. The picture is from Kirin.

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