Japanese energy drink companies are looking to revive sales by introducing new products targeted at women and adapting marketing in line with changing social norms. Energy drinks typically packaged in small, brown glass bottles were very popular among people putting in long work hours during the period of…
Japanese energy drink companies are looking to revive sales by introducing new products targeted at women and adapting marketing in line with changing social norms.
Energy drinks typically packaged in small, brown glass bottles were very popular among people putting in long work hours during the period of the country’s rapid economic growth, but demand has dropped as postwar baby boomers have reached retirement age.
The market for Japanese energy drinks stood at 177.4 billion yen in fiscal 2016, over 30 percent lower than its peak in fiscal 2001, according to research firm Intage Inc.
To cope with the downtrend, drink companies are now targeting women more than ever.
Taisho Pharmaceutical Co last year introduced a new addition to its main Lipovitan product line to attract female consumers.
