Japanese media: coffee retail sales continue to rise, consuming 50 billion cups a year

According to a report on the Japanese media website on December 8, although Japan's population is gradually decreasing on a large scale and the social aging trend is becoming more and more serious, the sales of the "coffee" retail industry continues to rise.

According to statistics released by the all-Japan Coffee Association, a group organization of the Japanese coffee retail industry, domestic coffee consumption in Japan has continued to rise for three years as of last year, while total sales reached 440000 9000 tons last year, reaching an all-time high. Roughly equivalent to about 50 billion cups of coffee consumed in a year. One of the driving forces behind the booming coffee market is the promotion of over-the-counter coffee (counter coffee) in Japanese convenience stores. At the same time, under the trend that counter coffee is becoming more and more popular, sellers of canned coffee are also under pressure. Major companies are also trying their best to get involved in a new round of business wars.

The growing power of "convenience store coffee"

About six years ago, vending machines and other forms began to appear in major convenience stores in Japan. Since the year before last, 711, Japan's largest convenience store, began to popularize coffee vending machines at 100 yen per cup, and other major companies have also begun to promote the business since then. After that, major companies began to introduce a variety of flavors such as latte coffee, as well as flavor coffee prepared with beans, frying and other methods.

Under the influence of the continuous competition and promotion of various major companies, the sales of coffee in convenience stores continue to rise. In terms of 711 sales, statistics for August this year show that each store sells an average of 135 cups a day, a 1.5-fold increase from two years ago.

Coffee is also becoming more and more popular at home.

The power behind the growing popularity of convenience store coffee also includes an increasing number of people in Japanese families who want to really enjoy it. Nestl é Japan, a large food manufacturer, also accurately seized this opportunity and devoted itself to the research and development of coffee machines, with the aim of developing a coffee machine that can easily make delicious coffee. So far, Nestl é Japan is still working to promote the sales of coffee machines, but this year they have adopted a new way of selling coffee machines: coffee machines are provided free of charge, only need to buy Nestle's "coffee set boxes" on a regular basis.

Increase the setting temperature by 2 degrees

Source: China.com

On the other hand, Japan's major beverage manufacturers do not fully grasp the development trend of this market.

According to the sales statistics of canned coffee, which accounts for a large market share, the sales situation has basically remained stable in recent years. As a result, Coca-Cola, Japan's largest beverage maker, has increased the temperature of "hot drinks" sold by vending machines nationwide by two degrees since October compared with last year. It is hoped that this can give consumers a better purchasing experience. Although the set temperature for selling drinks varies from region to region, the temperature in most areas has changed from 55 degrees to 57 degrees.

As the first pilot in Japan, Coca-Cola first implemented the new policy in Hokkaido, where the set temperature of hot drinks sold in Hokkaido was raised by two degrees in January, and sales of canned coffee have risen since then. According to the survey data made by the company, nearly half of the buyers said they would buy again. At present, this policy is being promoted throughout Japan. At present, the number of vending machines whose temperature has been raised has reached more than 100000 nationwide.

Need to explore new consumer demand

In this regard, its biggest competitor, Suntory Foods, is also promoting two plans.

One is to strengthen the promotion of "bottled coffee". The overall sales of canned coffee are in the doldrums, while the sales of bottled coffee have nearly tripled compared with five years ago. More and more consumers hope to get more pure taste enjoyment, compared with canned coffee, bottled coffee can spend more time to enjoy, better feel the taste and aroma of coffee itself. In September, a new and improved version of sugary coffee was launched, which was very popular after it was put on the market. In addition, the number of vending machines selling bottled coffee also nearly tripled to 300000.

The second is to strengthen the promotion of "cup coffee drinks", which is also attracting more and more attention in convenience stores. But in fact, this "cup" drink in winter, sales will decline, compared with other seasons, sales are only maintained at about 60%, it can be said that it is more suitable to be sold as a "seasonal" commodity.

Therefore, in order to promote this product as a "year-round best-selling product", Suntory has developed a coffee container that can be heated in a microwave oven. Since November this year, it has been on sale in convenience stores in one capital and three counties in the capital circle. However, this kind of "cup coffee" has relatively strict regulations on commodity quality management, and the goods sold must be placed in the freezer to promote the image of "drinks that can be heated by microwave oven" to consumers. It is not an easy task, and more energy needs to be invested in the promotion process in the future.

The criteria for choosing a cup of coffee are getting stricter and stricter.

According to the all-Japan Coffee Association, the differences in coffee taste and aroma caused by the origin and variety of coffee beans will also affect the demand of consumers. In addition, some studies have shown that moderate consumption of coffee is good for health, so the demand for high consumption is also increasing.

On the other hand, consumers' selection criteria for a cup of coffee are becoming more and more stringent, and if many products are not favored by consumers, their "life span" is also very short. And the competition in convenience stores, beverage manufacturers, beverage stores and other aspects will be more fierce in the future.

From: China.com