History of Japan’s coffee market and Outline of the 3...
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1 History of Japan’s coffee market and Outline of the 3 neighboring countries market situations 1 First introduction of coffee and its development 2 Outlook and handling for the future 3 Views on the 3 neighboring countries Keiji Ohta Chairman, All Japan Coffee Association View on Japanese coffee market Japan Population 127,700,000 Average income a person $37,800 Average income a person $37,800 Import of coffee (CY2008) 7.29million bags Per capita annual coffee consumption 3,400g Japan’s import of coffee(CY2005-2008) 8 10 Unit：Million Bags 0 2 4 6 2005 2006 2007 2008
Transcript of History of Japan’s coffee market and Outline of the 3...
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History of Japan’s coffee market andOutline of the 3 neighboring countries
market situations
1 First introduction of coffee and its development
2 Outlook and handling for the future
3 Views on the 3 neighboring countries
Keiji OhtaChairman, All Japan Coffee Association
View on Japanese coffee market
Japan
Population 127,700,000
Average income a person $37,800Average income a person $37,800
Import of coffee (CY2008) 7.29million bags
Per capita annual coffee consumption 3,400g
Japan’s import of coffee(CY2005-2008)
8
10Unit：Million Bags
0
2
4
6
2005 2006 2007 2008
2
350000
400000
450000
6
7
8Ton
Million Bags
Evolution of Japan’s coffee importUnit：Ton Unit：Million Bags
100000
150000
200000
250000
300000
2
3
4
5
Import suspension of 1944-49
0
50000
1877
1912
1926
1937
1942
1944
1949
1950
1955
1960
1965
1970
1980
1985
1987
1988
1989
1990
1991
1992
1994
1995
1997
2000
2002
2003
2004
2005
2006
2007
2008
0
1
1980←ICO’s contribution to the promotion fund→1989
Reasons for consumption increase
1 Presence of typical Japanese ‘coffee house’
2 Western culture in lifestyle/food & beverage
3 R&D in product and market exploitation
4 Promotional activities
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Growth rates of R&G, SC, and GT consumption (1990=100)
160
180
R&G = Roasted& GroundSC = Soluble CoffeeGT = Green Tea
80
100
120
140
40
60
1980 1985 1990 1995 2000 2005 2006 2007 2008
Japanese coffee houses, centre for coffee culture
Coffee house in 1980s.
Current mainstream café chain
4
Various coffee products for home use
Examples of SC products Examples of R&G products
Manufacturing plant with cutting-edge equipments
Packaging lines Cup tastingGreen beans storage
5
Expansion of sales channels
department stores (boutique style) SM, CVS
RTD (ready to drink), a Japanese innovation
Various products of RTD (liquid coffee in a tin.)
6
250000
300000Industrial use
Home use
Business use
Unit：Ton
R&G consumption by market segment
100000
150000
200000
0
50000
2002 2003 2004 2005 2006 2007 2008 2009
Activities for consumption promotion
The AJCA celebrates its 30th anniversary in 2010
Regular Coffee Fair (September 2009)Sponsoring by National Coffee Roasters Association of Japan
Goodwill Ambassador of Coffee (September 2009)Sponsoring by All Japan Coffee Association
Idea Dish Contest of Instant Coffee (August 2009)Sponsoring by Japan Instant Coffee Association
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Contributions to the researches related to "Coffee and Health"
Presentation of the study reports
Promotional and educational activities
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“Certified coffee”, gradual appreciation
Rainforest Alliance Good Inside（UTZ Certified) Organic (JAS)
Bird Friendly Fair Trade
Effective use of coffee ground wastes
toys made of biomass chips usingsilver skins as raw materials
envelopes/postal cards made of paper containing silver skins
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New products development (1) Specially designated health food
miss beaute (UCC) Georgia Daily Oligo Black(Coca-Cola)
Blendy Plus (AGF)
New products development (2) New packaging
AROMA FLASH (KEY COFFEE) Largo (UCC)Nescafe Charge (Nestle)
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New products development (3) Coffee for easy brewing
Market outline for “South Korea”
Republic of Korea
Population 48,333,000
Average income a person $20,100
Import of coffee (CY2005-2008)
Unit：Million Bags
Average income a person $20,100
Import of coffee (CY2008) 1.96million bags
Per capita annual coffee consumption 1,700g
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Market outline for “Taiwan”
Taiwan
Population 23,046,177
Average income a person $17,600
Import of coffee (CY2005-2008)
600Unit：Thousand Bags
Average income a person $17,600
Import of coffee (CY2008) 530thousand bags
Per capita annual
coffee consumption
560g
0
200
400
2005 2006 2007 2008
Market outline for “China”
People's Republic of China
Population 1,345,751,000
Average income a person $2,500
Import of coffee (CY2005-2008)
300
400
Average income a person $2,500
Import of coffee (CY2008) 392thousand bags
Per capita annual
coffee consumption
22g
Unit：Thousand Bags
0
100
200
300
2005 2006 2007 2008
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