Just Released: "Sports and Energy Drinks in Japan"
Sports and energy drinks total volume sales contracted marginally in 2012, as the dominant category, sports drinks, continued losing popularity after a drastic growth in the hot summer in 2010. The marketing activities that associated sports drinks with offering benefits to those suffering heat disorders, which were significant in 2010, adversely impacted sales of sports drinks in 2012, when the summer was not as hot as in 2010. Moreover, the increase in number of beverages with rehydration...
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