[YOMIKO] YOMIKO uses large-scale purchase history data to analyze changes in purchases of alcoholic and non-alcoholic beverages *YOMIKO*
Press release: September 5, 2024
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YOMIKO uses large-scale purchase history data to analyze changes in purchases of alcoholic and non-alcoholic beverages
*~ “Sugar-containing” beverages tend to be purchased with meat and “sugar-free” beverages are purchased with fish ~*
Yomiuri Advertising Co., Ltd. (Headquarters: Minato-ku, Tokyo Representative Director and President: Hideyuki Kikuchi)
YOMIKO) is a subsidiary of the company, Shopper Insight Co., Ltd. (Headquarters: Minato-ku, Tokyo).
Japan’s largest food ID-POS purchasing behavior database “Real Shopper” owned by Koichi Yukawa (Representative Director and President)
SM* was used to analyze changes in the purchase of alcoholic and non-alcoholic beverages at food supermarkets.
In recent years, in the alcoholic beverage market, due to increased health consciousness and generational tastes, there are many products such as “non-alcoholic beverages” and “low-strength alcoholic beverages” for people who don’t like alcoholic beverages, and “non-alcoholic beverages” that go well with meals. The market is changing at a dizzying speed, with the emergence of various types of products such as “sugar drinks” and easy-to-drink “RTD
(ready-to-drink) drinks.” Amid such market trends, what trends are seen in consumer purchasing situations? We will inform you about trends and signs that have emerged from our analysis.
* Key points of the analysis results 1) There are differences in popular flavors depending on the generation*
* 2) There are also differences in products purchased together depending on the presence or absence of carbohydrates*
* 3) There is a change in purchasing behavior for beer-based beverages before and after the liquor tax reform *
* 1) There are also differences in popular flavors depending on the generation* * “Lemon” is overwhelmingly popular. In the future, we will also pay attention to the trend of “plain”. *
In the RTD market, which has been expanding in popularity in recent years, we analyzed whether there are differences in popular flavors depending on generation and comparison with last year. (Figure 1). As a result, when looking at the average purchase amount (purchase amount per person purchasing RTDs and non-alcoholic drinks) in August 2023 and August 2024 by generation, “Lemon” was high in both years across all generations. Its high value and high ranking indicate that it is popular and has established itself as a standard flavor.
In addition, the average purchase price of “Highball” will decrease in 2024 for all generations, but “Beer Taste” and “Grapefruit” will increase, and new products have recently been released one after another, such as “Plain”. ” also has a tendency to be close to standard flavors. There is a possibility that “plain” will emerge as a new standard in the future.
Figure 1 Average purchase amount per person purchasing RTDs and non-alcoholic beverages by age group (August 2023-August 2024 comparison)
* 2) There are also differences in products purchased together depending on the presence or absence of carbohydrates*
* “Sugar-sweetened” drinks are often bought with meat, and “sugar-free” drinks are often bought with fish.*
Lift value of combined purchases in the past month (July 21, 2024 to August 20, 2024) for “carbohydrates”/“sugar-free*” (both alcoholic and non-alcoholic drinks) for people in their 20s and 30s When analyzing products with a high value (a value that indicates the frequency of purchasing another product at the same time when purchasing a “sugar-containing/sugar-free” product), we found that there were differences in products purchased together depending on the presence or absence of carbohydrates (Figure 2) ).
Meat such as beef and frankfurter are ranked high in the “containing carbohydrates” category, while fish such as “squid sashimi”, “bonito sashimi”, and “scallop sashimi” are ranked high in the “unsweetened” category. This may be because “sugar-free” drinks go well with the light taste of fish, and because people are
health-conscious, they choose low-fat, high-protein meals. In addition to meat, salty seafood snacks and potato chips are also purchased at the same time as “containing carbohydrates,” meaning that when drinking “containing carbohydrates” beverages, people want to enjoy pairing them with salty foods. It is thought that this may be reflected.
*“Sugar-free” refers to beverages with zero carbohydrates or sugars.
Figure 2: Top 20 combination purchase lift values for
“carbohydrates” and “sugar-free” *excluding alcoholic beverages
3) *Changes can be seen in purchasing behavior for beer-based beverages before and after the liquor tax reform*
*Changes in the purchasing status of beer and low-malt sake among people in their 40s and 50s after the liquor tax reform*
We analyzed the trends in the amount PI value (index of sales amount per 1,000 customers who passed through the register) for “beer,” “happoshu,” and “new genre” (Figure 3). Each season has its own characteristics: “beer” is sold in the summer and the end of the year, “new genre” is sold in the summer, and “happoshu” is not affected by the seasons.
Since the liquor tax reform in October 2023, the purchasing situation has changed due to the narrowing of the price difference between beer, happoshu, and new genres. A large peak was seen in “new genre” in September 2023, and this is thought to be due to last-minute demand before the tax rate change. Additionally, the monetary PI value for “beer” in December exceeded that of the previous year, indicating a return to “beer” at a time when there are many gatherings with people. Furthermore, for people in their 40s and 50s, until October 2023, there were many months in which the preference for “new genres” exceeded “beer,” but the situation has reversed since the liquor tax reform. In addition to beer drinks, tax rates are scheduled to change for chu-hai and other beverages in October 2026, and it is expected that there will be further changes in the purchasing situation.
Figure 3 Changes in monetary PI values for beer, low-malt beer, and new genres (20s to 80s) (40s to 50s)
YOMIKO will continue to contribute to the business growth of client companies by providing services such as this service that discover issues and verify hypotheses based on actual purchasing conditions. * real shopper
SM: A database that can analyze the purchasing status of all foods, including fresh prepared foods, on a nationwide shopper basis based on food supermarket ID-POS data.
* ■ Research overview *
* ・* Aggregation period: July 1, 2022 to August 20, 2024 ・Area: All over Japan ・Data of approximately 250 million baskets analyzed ・Target categories: Flavor analysis – RTD, non-alcoholic beverages / Combined purchase analysis – All foods excluding alcoholic and non-alcoholic beverages
・Used data: real shopper SM data
The Shopper Insights website publishes a column about the analysis results. Please also take a look
URL: https://shopperinsight.co.jp/sakiyomi/
* ■ Action plan after analyzing changes in consumer shopping behavior based on trends and social movements *
We believe that visualizing purchasing behavior through data analysis, as we did this time, is not an end in itself, but only has value if it connects to subsequent action plans.
As a successor action plan, we are offering the following support.
* Opportunity Discovery Program *
This is a program that allows you to test your hypotheses in-store about what actions you should take toward shoppers (customers who are shopping) to get them to purchase your brand, and what kinds of situations will make them repeat purchases.
* ■ About Shopper Insight Co., Ltd. *
A cloud service that analyzes nationwide ID-POS data by working as a consulting partner that responds to manufacturers’ selling points with scientific analysis based on various data and sales strategies from a retail and shopper perspective. We propose and provide consulting, promotion services, and trade marketing services related to data analysis and utilization. In addition, the results of this survey and analysis are only part of the results. Please contact us for more information on other brands for analysis and details.
URL: https://shopperinsight.co.jp/
* ■ About Yomiuri Advertising Co., Ltd. *
YOMIKO uses “communication design” based on full-funnel marketing as well as “CIVIC”, which represents the attachment and pride that citizens have toward their city.
PRIDE(R)” branding, technologies such as generative AI and metaverse Our strengths include “digital consulting” that utilizes “digital consulting” and “in-store consulting” based on storefronts. By leveraging this uniqueness and contributing to new value creation, we aim to take on the challenge of change together for the sustainable growth of business and society.
We aim to become “Partner.”
URL: https://www.yomiko.co.jp/
*Inquiries regarding services*
Yomiuri Advertising Market Consulting Center: Nagai/Abe Shopper Insight: Nishikawa
Email: shoppermarketing@yomiko.co.jp