New Market Research Report: Tea in Japan
Whilst coffee and soft drinks categories continuously introduced new innovations and gained publicity in the market, tea introduced fewer innovations over the review period. The tea category was in the weaker position in the price competition as well, as the retailing price of soft drinks had been remarkably lowered across various channels whilst tea remained at a rather higher price point. The weak position both in product development and price led the tea category to lose consumers, resulting...
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