Coffee, Black Tea & Coffee Cream/Creamer Industry in Japan 2011
|発行||Data Resources, Inc.||商品コード||227295|
|出版日||ページ情報||英文 47 Pages
|日本のコーヒー、紅茶、コーヒークリーム/クリーマー市場（2011年） Coffee, Black Tea & Coffee Cream/Creamer Industry in Japan 2011|
|出版日: 2012年01月01日||ページ情報: 英文 47 Pages||
Sales of non-essential foods such as coffee, tea and home use coffee cream/creamer have been struggling because of this year's earthquake and high summer temperatures, but in autumn and winter when the temperature drops, the demand for hot food products rises. This is the time to aim for sales of these non-essential foods to grow. Especially this autumn and winter, there is a rising trend of eating at home, economizing and conserving electricity, so the industry plans to boost demand for home non-essential foods. The home coffee market uses the expanding mix (stick) coffee products as the engine for growth and aims to turn the negative growth into positive. Tea companies plan to lift consumption by strengthening items mainly with product updates and revitalizing sales floors. The home coffee cream/creamer market seeks to increase usage amounts with market stimulation measures such as sales promotions.
The home coffee market is struggling somewhat. The reasons are that product supply was delayed in some cases because of earthquake and there was falling demand following rising temperatures in summer. The main categories - regular coffee (RC) and instant coffee (IC) - are basically declining. On the other hand, mix (stick) coffee products are growing and continue to do well with double-digit growth.
An issue for the coffee industry this year is rising product prices. Raw material costs rose steeply from the end of last year to the beginning of this year, so that the four major companies modified their manufacturer shipping prices. This was true for RC and IC products, which use more raw coffee beans. Prices of other products will not be altered this time. However, the companies cannot make up the coffee bean cost increases with this price increase alone, but the range of the price increases was set to 11% to 20% on average, considering the impact on demand.
The hottest sales war this autumn/winter season in the home coffee market seems to be among mix (stick) coffee products. This product category has grown this summer and is currently pulling the home coffee market. This category offers a variety of items including cafe au lait and caramel macchiato (which is usually enjoyed at cafes), and these items appeal mainly to the younger generation and expand the range of demand.
Besides coffee, other products such as matcha green tea latte and black tea latte have become popular and are supporting the growth of this category. This autumn and winter, companies will release a number of new and updated products, so these beverages are expected to rise more.
The international market price of raw coffee beans was unstable: in May the market price at one point passed 300 cents and another price increase in autumn seemed to be possible. However, from spring to summer, the market price started to stabilize, though at a high level, so many of the manufacturers seemed to put off autumn price increases.
The autumn/winter season has now started and the period of black tea demand is here. Mainly in the East Japan home black tea market, consumption is declining as a result of the earthquake. In this season, however, there have been noticeable attempts in the market to strengthen items with updates and revitalized sales floors.
Tea leaf imports, an indicator of black tea demand including ready to drink (RTD) tea products, grew 8% in volume by May, so the market is good.
For tea bags and tea leaves, which have been stable, changes in consumption as a result of the earthquake would be the current issue. In the light of these circumstances, the biggest topic this autumn is expected to be Lipton's achievement of 100% Rainforest Alliance (RA) certified tea leaves. This is the most significant environmental happening in the black tea industry so far and could quite possibly appeal to consumers. There is a presently some social influence that discourages enjoyment of non-essential food products; RA certified products could draw attention as a new way to energize the market.
In the home coffee cream/creamer market, for instant cream powder (ICP), the three companies Morinaga Milk Industry, Nestle Japan and Ajinomoto General Foods have about a 98% share. This autumn, Morinaga Milk Industry's Creap, which has the top share in monetary terms, will celebrate its 50th anniversary. Therefore the company is stepping up sales promotion and that should revitalize the ICP market. Nestle Japan will also stimulate the stagnant cream/creamer market by releasing new products.
The coffee and black tea industry in Japan features domestic companies such as UCC Ueshima Coffee and Key Coffee and foreign companies such as Nestle Japan and Unilever Japan; the competition among them is very heated. This study discusses new product development and sales strategies at each company in detail.
The report also includes plenty of statistics from the All Japan Coffee Association such as amount of coffee imports in Japan, Japan's raw bean import amounts by country, Japan's regular and instant coffee import amounts by country, and non-essential beverage consumption in Japan. It also contains many photographs of each company's main and new products. We believe this study will be very useful for your company especially for creating new product development and sales strategies.
Total of raw beans equivalent amount
Plenty of tables, figures and color photos