In Japan, the local, fast-ageing consumer base is becoming increasingly health-conscious. For food and beverage producers, this puts an increasing focus on the introduction of new, added-value products and demands a careful tailoring of the existing ones to tackle specific needs and expectations around health and packaging functionalities. Alongside, premiumisation is also projected to show strong development in this market.
According to Global Data 2020, enhanced and flavoured water, as well as tea and energy drinks, are the best performing beverages in Japan with substantial forecasted growth in the upcoming years. Seasonality, as a key purchasing factor, plays an important role for these beverages, as sparkling water is particularly preferred in summer, but green tea and coffee are more popular in the winter season. Therefore, Sangaria is continuously innovating to diversify its portfolio of drinks, which includes many soft drink brands infused with vitamins and marketed for their health benefits. The company’s motto ‘Sangaria, always searching for natural beverages’ perfectly summarises this business strategy.