The market for 1L-sized PET bottled beverages (900ml-1L) is expanding to meet both at-home and on-the-go needs. Increased exposure to hot environments due to global warming has led to a rise in the need for cost-effective hydration.
This year, “Suntory Natural Water” by Suntory Beverage & Food Ltd. made a significant move by launching a redesigned 1L bottle on May 28. The new design is easier to carry, aiming to shift from a “medium size for home use” to a “personal large capacity” concept. Feedback shows that consumers are increasingly using it for personal hydration.
Suntory’s Sato, Brand Marketing Department Manager, noted that the 1L size is performing well without cannibalizing the 500ml or 2L sizes, and is attracting users from other large beverage sizes due to its perceived cost-effectiveness.
Similarly, sports drinks are seeing the same trend. “Pocari Sweat” by Otsuka Pharmaceutical has seen significant growth in its 900ml size. Product Marketing Manager Nakaya attributes this to the ease of carrying and limited refrigerator space at home, with refrigerators increasingly being used for freezing.
The 950ml size of “Aquarius” by Coca-Cola is also doing well in convenience stores, with plans for further promotion. Senior Brand Manager Kawase explains that while other brands’ 950ml sizes are often shared, “Aquarius” is usually consumed individually, particularly during sports or sauna activities.
Source: Shokuhin Shinbun July 14th 2024
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