Key Facts
• Bottled green tea beverages remain popular, with ‘strong’ green tea sales surging.
• In 2024, green tea beverage sales rose 8.7% year-on-year, reaching approximately ¥525 billion.
• ‘Strong’ green tea accounts for about 30% of the bottled green tea market.
• ITO EN’s ‘Strong Tea’ sales doubled after its release.
• In September 2024, ITO EN launched ‘Strong Tea Premium Strong,’ high in caffeine.
• Some young consumers use ‘strong’ green tea as an energy drink substitute.
• Rising prices drive demand for affordable luxuries like ‘strong’ green tea.
• Health-conscious consumers favor the high catechin content in ‘strong’ green tea.
• Experts link its popularity to a mix of health benefits and indulgence.
• The trend is expected to grow further in the coming years.
Summary
Bottled ‘strong’ green tea beverages are experiencing a surge in popularity, driven by health-conscious consumers and the appeal of affordable luxury. In 2024, green tea beverage sales increased by 8.7%, with ‘strong’ green tea making up 30% of the market. ITO EN’s ‘Strong Tea’ sales doubled, and its high-caffeine ‘Strong Tea Premium Strong’ has become a substitute for energy drinks among younger consumers. Rising costs have also contributed to the trend, as people seek small indulgences in their daily lives. With its health benefits and unique taste, the demand for ‘strong’ green tea is expected to continue growing.
