元气森林、盼盼盯上的“高浓度无糖茶”，在日本喝出77亿元规模

Core Viewpoint - The popularity of "concentrated tea" in Japan is rising, characterized by higher tea powder content and catechin concentration, with concentrated green tea holding about 30% market share in Japan's green tea beverage market [3][4][6]. Market Overview - The Japanese green tea beverage market is projected to reach 525.219 billion yen in 2024, with concentrated green tea estimated to be around 157.5 billion yen (approximately 7.7 billion RMB) [3][4]. - Major players in the concentrated tea market include Ito En, Kirin, Suntory, and Coca-Cola, with product innovation accelerating since 2020 [18][24]. Product Innovations - Ito En launched "Oi Ocha Concentrated Tea" in 2004, which has evolved to include a premium version with 1.2 times the concentration, achieving sales of 10 million bottles within two months of its release [4][17]. - Kirin's "Seicha Rich" uses ten times the tea powder of regular green tea, selling over 10 million boxes within two weeks of launch [4][21]. - Suntory and Coca-Cola have also introduced new concentrated tea products, emphasizing high catechin content and unique flavor profiles [6][12]. Consumer Trends - The concentrated tea segment has expanded its consumer base, with younger demographics increasingly showing interest, particularly in products with higher caffeine content [17][10]. - The trend of "concentration" is extending beyond green tea to other unsweetened tea categories in Japan, indicating a broader market shift [27][31]. Competitive Landscape - The concentrated tea market in Japan has seen significant competition, with brands differentiating through unique selling points such as flavor, health benefits, and packaging design [10][25]. - The introduction of functional food labeling in Japan has further fueled the growth of this market, allowing products to highlight health benefits like fat control [12][46]. Potential in China - The Chinese market is beginning to explore high-concentration unsweetened tea products, with brands like Yuanqi Forest and Panpan launching high catechin content teas [31][41]. - Consumer preferences in China are shifting towards richer tea flavors, suggesting a potential market for concentrated tea products [48].