Japan's Green Tea Market
ITO EN has grown to account for over 20% of the green tea market in Japan, as measured by purchases of crude tea. ITO EN is also the top manufacturer of ready-to-drink green tea beverages in Japan, with a market share of more than 30%. Since 2005, ready-to-drink green tea has consistently accounted for over 20% of all green tea consumption in Japan.
A unique feature of the Japanese non-alcoholic beverage market is the growth in recent years of tea beverages as a whole, and the high share of the tea beverage market held by green tea. In addition, by launching an Oolong tea beverage product in 1981, ITO EN has been instrumental in creating a market for unsweetened beverages (green tea, mineral water, etc.) in Japan. Bolstered by growing consumer health consciousness, ITO EN has expanded its market share.
Beverage Market  |
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Green Tea Beverage Market 
* The ready-to-drink beverage ratio for green tea is the share (%) in total green tea consumption
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Green Tea Leaf Market 
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