The Japanese beverage market has shown steady growth with health continuing to be a crucial factor in consumers’ drink choices, according to a report.
“Focus on developing drinks rich in nutrients and incorporating ingredients to meet consumer demand for convenient replenishing options,” a Mintel report released by the Department of Trade and Industry-Export Marketing Bureau said.
It also underscored the need to ensure marketing and products emphasize the functional benefits related to physical health, while also addressing the growing interest in mental wellness.
To enhance the consumer’s drinking experience, the report said elements such as aromas are at the center of innovation.
“Create unique drinking experiences through the innovation of flavors, aromas, and textures to offer sensory enjoyment,” it added. “Develop strategies to blur traditional beverage category lines (to) attract a broader audience and create new consumption occasions.”
The Mintel report said brands should also ensure the product’s value proposition is clear and compelling to justify the price point in the eyes of consumers as they become more cautious about their purchases amid inflation.
“Consider adding elements to products to enhance their perceived value, making them more appealing in a price sensitive market,” it said.
The report further said brands are launching new products or renewing/extending their long established lines to cater to the specific tastes and needs of distinct age groups, aiming to align with consumer values and refresh their timeless image.
“Tailor products align with the tastes, needs and values of specific demographic groups, strengthening brand relevance and loyalty,” it said.
They can also leverage new product launches or revitalization of existing products to refresh the brand’s image, ensuring it connects with younger consumers, it added.
