Asahi Beverages announced its success in 2022 and the launch of year-round sales for its popular hot beverage product. The company attributes its success to recognizing a fivefold increase in the consumption rates of hot beverages in Japan

Hot water “warms the body from the inside out” and has been also considered healthy in Japan since the Heian period (794-1192) in Japan.

Introducing “SAYU (hot water) Asahi Delicious Water Natural Spring Water Warm Water,” a year-round offering from Asahi Beverages since September 19, 2023. PET340ml/105JPY(without tax) ,about 0.72USD.  This product, utilizing natural spring water with minerals and a non-woven fabric heat-retaining label, ensures prolonged warmth, addressing the growing demand for sustained warmth in hot beverages. The adoption of this innovative label stems from company research recognizing the importance of warmth in consumer preferences.

Despite past challenges in similar product launches dating back to 2014, Asahi’s latest success is attributed to data-driven decision-making. The renewed focus on sustained warmth has resonated with consumers, resulting in a remarkable threefold increase in sales by April 2023, surpassing initial expectations.

Examining the broader trend, the rate of warm water consumption, HOT water (it’s called SAYU in japan), has surged from 11.8% in 2009 to an impressive 61.0% in 2022, as per surveys by Interwired and Cross Marketing, referencing Asahi Beverages. This shift is linked to heightened health consciousness, accelerated by the pandemic, and the increased time spent at home.

As Asahi continues to navigate market dynamics, the success of “Asahi Delicious Water Natural Spring Water Warm Water” underscores the pivotal role of data insights and responsiveness to changing consumer preferences.

Source: Asahi website 

Martner Market research