RTD Coffee in Japan - New Market Report Now Available
Total volume sales of RTD coffee continued to fall in 2011, registering a 1% decline, due to lower popularity amongst the younger generation. The younger generation has grown up with a higher presence of coffee specialists, and prefers to drink speciality coffee from coffee shops, rather than RTD coffee. In particular, RTD canned coffee, which dominates the category, had difficulty in attracting the younger generation. RTD canned coffee is mainly consumed by male smokers, with the aim of...
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