Understanding the Relationship Between Life Stage Changes and RTD Consumption in Japan
A leading RTD beverage company sought to understand the decline in RTD consumption across different age groups in Japan. The study explored how changes in lifestyle, values, and life stages influence drinking behaviors and consumption occasions, with the goal of identifying the underlying structural factors impacting the category and redefining the value RTD beverages can continue to provide to consumers.
Our Work
- Conducted pre tasks to understand participants’ drinking behaviors, lifestyles, values, and daily consumption occasions prior to the interviews
- Conducted focus group discussions with Japanese consumers across different life stages to explore changes in RTD consumption and attitudes toward the category
- Utilized customized D codes developed from participants’ pre task responses to deeply explore emotional relationships with beverages and changing consumption motivations
The Outcome
- Identified that the decline in RTD consumption was driven not simply by declining interest, but by structural lifestyle changes, loss of drinking occasions, and the rise of alternative beverages
- Clarified the enduring value consumers still associate with RTD beverages despite changing consumption behaviors
- Provided strategic implications suggesting that redefining the unique value of RTD beverages is key to maintaining continued consumer relevance and purchase motivation
“Appreciate your work and efforts! Very clear and rich report.”
– Client Voice