Coca-Cola(US:KO) 创业邦·2025-06-30 10:49Core Viewpoint - The article discusses the rising popularity of "concentrated tea" in Japan, particularly focusing on the market dynamics and product innovations that have led to a significant market share for concentrated green tea beverages, estimated at approximately 157.5 billion yen (77 billion RMB) in 2024 [6][12][70]. Group 1: Market Overview - The concentrated green tea market in Japan has grown to account for about 30% of the overall green tea beverage market, which is projected to reach 525.219 billion yen in 2024 [6][12]. - Major players in the concentrated tea market include Ito En, Kirin, Coca-Cola, and Suntory, with a noticeable increase in product launches since 2020 [30][31]. Group 2: Product Innovations - Ito En launched the "Oi Ocha Concentrated Tea" in 2004, which has seen significant sales, reaching 10 million cases in its first year [20][21]. - Kirin's "Namacha Rich," introduced in September 2023, uses ten times the amount of tea powder compared to regular green tea, achieving over 10 million cases sold within two weeks [8][30]. - The introduction of functional labeling for products, such as Ito En's "Oi Ocha Concentrated Tea," has attracted younger consumers by emphasizing health benefits related to catechin content [22][27]. Group 3: Consumer Trends - The concentrated tea trend has expanded beyond traditional demographics, with younger consumers increasingly interested in these products, as seen with Ito En's new offerings [27][70]. - The article suggests that the high concentration of tea polyphenols and other beneficial compounds could be a potential direction for domestic brands in China to explore, as the market for unsweetened tea becomes more competitive [12][56][70]. Group 4: Competitive Landscape - The competitive landscape in Japan has intensified, with brands differentiating their products through higher catechin content and unique packaging designs that emphasize the "concentrated" aspect [41][44]. - The article highlights that the concentrated tea market in Japan has evolved from a niche segment to a mainstream category, driven by consumer preferences for richer flavors and health benefits [70].