Success Case Study: Suntory Minami Alps Tennensui and Yogurina; Category-bending enhancement of the mineral water brand experience

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Success Case Study Suntory Minami Alps Tennensui
and Yogurina Category-bending enhancement of the
mineral water brand experience

• Market Research report

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Report Overview
Summary Despite a decline in volume in 2012,
Japan's packaged water market saw a five-year
CAGR between 2010 and 2015 of 5.75. However, the
growth of packaged water is expected to slow down
over the next five years, so brand-owners in the
category will need to innovate to maintain sales.
http//www.researchbeam.com/success-case-study-sun
tory-minami-alps-tennensui-and-yogurina-category-b
ending-enhancement-of-the-mineral-water-brand-expe
rience-market
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Key Findings

• Suntory Minami Alps Tennensui and Yogurina
  (hereinafter Yogurina) is a distinctive
  yogurt-flavored mineral water, but unlike other
  yogurt-flavor drinks it is clear in color.
• Yogurina's sales exceeded 10 million cases sold
  during the 11 months to March 2016. Suntory
  claims that the brand's sales achieved the
  fastest pace ever for the flavored water market
  in Japan in this period.
• The unusual sensory appeal of Yogurina has
  grabbed inquisitive Japanese consumers, and the
  product shows that innovating around sensory
  appeal creates opportunities, as raising the
  brand experience is key to further success.

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Synopsis

• WHAT? Understand the product attributes of the
  Suntory Minami Alps Tennensui brand.
• WHY? Discover why Yogurina appeals to consumers
  in Japan.
• TAKE-OUT Learn from the success of Yogurina, and
  assess the elements that are important in mineral
  water branding

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Reasons To Buy

• Reduce the risk of failure by learning from
  brands/products that have under-performed failed
  innovation can severely impact profit and
  reputation.
• Understand the relevant consumer trends and
  attitudes that drive and support innovation
  success so you can tap into what is really
  impacting the industry.
• Gain a broader appreciation of the fast-moving
  consumer goods industry by gaining insights from
  both within and outside of your sector.
• Access valuable strategic take-outs to help
  direct future decision-making and inform new
  product development.

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Table Of contents
Table Of Contents 1 Introduction 1.1 About this
Research 2 Summary Suntory Minami Alps Tennensui
and Yogurina 2.1 Category-bending enhancement of
the mineral water brand experience 3 What? 3.1 A
yogurt-flavored clear mineral water from
Suntory 3.2 Suntory Minami is a key mineral water
brand in Japan 4 Why? 4.1 Japanese consumers
responded to sensory surprise 4.2 Yogurina has
met with positive reactions to its taste 4.3
Yogurina has a positive, healthy product image 5
Take-out
5.1 Take-out surprising flavors offer key
opportunities 5.2 Take-out sustained sampling
efforts can fuel growth 5.3 Take-out new
experiences are attention-grabbing 5.4 Innovation
trends Canadian's trend Sights framework 6
Appendix 6.1 Methodology and references 6.2 About
Canadian 6.3 Ask the Analyst
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