Tapping into the Japanese beverage market in the COVID-19 era

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The beverage market in Japan is still a market with high value and purchasing power compared to other markets. In Asia, Japanese manufacturers place a high priority on innovation, developing new products to suit changing social environments and consumer tastes. along with creating new demand to seize market share from competitors Especially developing new products in the soft drinks category. That feeling that "Excessive caffeine consumption" is currently affecting the Japanese beverage market. The beverage business in Japan has received feedback from consumers and some survey results that have caused it to rethink its product offerings. Recently, Suntory Beverage & Food Limited conducted a market survey and received opinions from consumers that "When do you drink coffee in the morning? In the afternoon, try to drink non-caffeinated beverages." As for Kirin Holdings Company , Limited, the company's consumer market survey also found that women aged 40 years and over  consumers.



As a result, beverage manufacturers have turned their attention to this market. The product has been developed in terms of naming the product to reflect things that are good for health. packaging design Including the development of flavors and production technology. Mr. Kittiwat Pachimanan, Director of the Office of Overseas Trade Promotion in Tokyo, provides three guidelines for Thai beverage business operators wishing to export to Japan: Should understand the tastes and needs of consumers. For example, the story of Caffeineless is gaining popularity. Drinks without or reduced sugar Containers that are appropriate for your lifestyle WhatsApp Number List whether it be size, color, or environmental considerations. Develop products to match market demand trends Research and develop new products, especially in the Asian Specialty Drink product group that will attract Japanese consumers. By emphasizing the selling points of health benefits and novelty. Thailand already has an advantage in raw materials that are various agricultural products, including medicinal plants.





However, one must be careful about advertising properties that indicate nutritional health benefits.That may violate the laws governing health food products in Japan. The Japanese consumer market as a whole has shifted from purchasing to consuming goods. (Consumption) to creating experiences with products (Experience). Therefore, various beverages may attract the attention of Japanese consumers through marketing that promotes creating experiences, such as using cultural events such as the Songkran Festival, which is popular. Well known among Japanese people, inserted into public relations to promote the consumption of Thai drinks, etc. For entrepreneurs in the beverage industry who are interested in participating in trade shows to penetrate the Japanese market in order to expand the product market. And create new opportunities for businesses. You can join the project to promote and increase the potential of small and medium sized entrepreneurs or SMEs Pro-active by the Department of International Trade Promotion. Each year there are many food and beverage trade fairs.