By Ken Y-N ( September 26, 2008 at 23:41)
· Filed under Entertainment, Lifestyle, Polls
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I left the UK just as alcopops, fizzy drink-like youth-targeted cheap and relatively high in alcohol drinks started to become a serious problem due to their appeal to under-age drinkers. In Japan there is chuhai, and this is what MyVoice looked at in their sixth canned chuhai survey.
Demographics
Over the first five days in September 2008 15,054 members of the MyVoice internet community completed a private online questionnaire. 54% of the sample were female, 15% in their twetnies, 36% in their thirties, 29% in their forties, and 20% in their fifties.
According to the dictionary, chuhai is an abbreviation of shochu highball, Japanese spirits with tonic water, although the canned form often bears little resemblence to its humble origin. Alcohol content varies from 4% to 7%, and due to low tax rates one can of supermarket own-brand costs 88 yen (84 US cents or 45 UK pennies) for 330 millitres, close to half the price of branded beer, or about a third less than happoshu, and even cheaper when you consider the price per unit of alcohol.
By the way, yes, Suntory Calorie. actually does have a full stop after Calorie, it’s not a misprint!
Research results
Q1: About how often do you drink canned chuhai? (Sample size=15,054)
| Almost every day |
3.0% |
| Three or four days a week |
4.7% |
| One or two days a week |
12.8% |
| Two or three days a month |
14.5% |
| One day a month or less |
27.2% |
| Don’t drink can chuhai |
20.6% |
| Don’t drink alcohol |
17.1% |
Q2: In the last three months, which of the following canned chuhai have you drunk? (Sample size=canned chuhai drinkers, multiple answer)
| Kirin Hyoketsu |
49.2% |
| Asahi Cocktail Partner |
27.5% |
| Suntory Calorie. |
23.2% |
| Asahi Junkashibori |
22.9% |
| Kirin Hyoketsu ZERO Sugar Zero |
16.7% |
| Suntory -196°ree;C |
16.4% |
| Choya Umesshu |
13.3% |
| Kirin Hyoketsu Sugar 50% Off |
12.8% |
| Suntory Ginza Cocktail |
9.6% |
| Suntory -196°ree;C Zero Sugar ZERODRY |
9.2% |
| Hoshuso Takara can Chuhai |
8.8% |
| Kirin Honshibori Chuhai |
8.5% |
| Suntory AWA’S |
7.6% |
| Suntory Cocktail Calorie. |
6.6% |
| Asahi/Kagome Vegete |
6.2% |
| Calpis Calpis Sour |
6.1% |
| Suntory Calorie. Crystal Zero Sugar |
5.6% |
| Hoshuso Chokushibori |
5.6% |
| Asahi Junkashibori Zero Sugar FruttiO |
5.5% |
| Asahi/Kagome Tomate |
5.4% |
| Asahi/Kagome Vegesh |
3.5% |
| Kirin Gyugyutto Shibotta Premium Cocktail |
3.2% |
| Hoshuso Shochu Highball |
3.0% |
| Kirin Two Dogs Cocktail |
2.9% |
| Asahi Go-nen Jukuseishita Umeshu Soda Shibori |
2.9% |
| Suntory AWA’S LIGHT |
2.8% |
| Asahi Uruo Kajitsu Chuhai |
2.8% |
| Suntory Calorie. VegeMix |
2.8% |
| Asahi Hairiki |
2.6% |
| Suntory Totteoki Kajutsu no Osake |
2.5% |
| Other |
6.6% |
| None in particular |
9.0% |
| No answer |
0.2% |
Q3: Which of the following canned chuhai do you drink the most? (Sample size=canned chuhai drinkers)
| Kirin Hyoketsu |
28.6% |
| Asahi Cocktail Partner |
11.2% |
| Suntory Calorie. |
7.1% |
| Choya Umesshu |
5.1% |
| Asahi Junkashibori |
4.9% |
| Kirin Hyoketsu ZERO Sugar Zero |
3.9% |
| Suntory -196°ree;C |
2.6% |
| Hoshuso Takara can Chuhai |
2.4% |
| Kirin Hyoketsu Sugar 50% Off |
2.3% |
| Suntory Ginza Cocktail |
2.1% |
| Suntory -196°ree;C Zero Sugar ZERODRY |
2.0% |
| Suntory Cocktail Calorie. |
1.2% |
| Kirin Honshibori Chuhai |
1.2% |
| Hoshuso Chokushibori |
1.0% |
| Suntory AWA’S |
1.0% |
| Suntory Calorie. Crystal Zero Sugar |
0.8% |
| Calpis Calpis Sour |
0.7% |
| Asahi/Kagome Vegete |
0.7% |
| Asahi Junkashibori Zero Sugar FruttiO |
0.6% |
| Asahi/Kagome Tomate |
0.5% |
| Hoshuso Shochu Highball |
0.5% |
| Kirin Gyugyutto Shibotta Premium Cocktail |
0.4% |
| Asahi Go-nen Jukuseishita Umeshu Soda Shibori |
0.3% |
| Asahi/Kagome Vegesh |
0.3% |
| Asahi Hairiki |
0.3% |
| Asahi Uruo Kajitsu Chuhai |
0.3% |
| Kirin Two Dogs Cocktail |
0.3% |
| Suntory AWA’S LIGHT |
0.3% |
| Suntory Calorie. VegeMix |
0.2% |
| Suntory Totteoki Kajutsu no Osake |
0.2% |
| Other |
3.3% |
| None in particular |
12.6% |
| No answer |
1.3% |
Q4: For the canned chuhai you drink the most, what kind of image or impression does the packaging give you? (Sample size=canned chuhai drinkers, multiple answer)
| Delicious |
50.1% |
| Light on the palate |
41.4% |
| Easy to drink |
35.9% |
| Refreshing |
19.0% |
| Sweet |
15.8% |
| Suits me |
10.9% |
| Feminine |
10.9% |
| Not sweet |
9.2% |
| Stimulating |
8.2% |
| Healthy |
7.6% |
| Refined |
7.5% |
| Youth-oriented |
6.9% |
| Fun |
5.6% |
| Adult-oriented |
4.6% |
| Beautiful |
4.4% |
| Stands out |
3.5% |
| Indiviualistic |
3.4% |
| Metropolitan |
3.1% |
| Upmarket |
2.8% |
| Cool |
2.0% |
| Masculine |
1.4% |
| Mundane |
1.2% |
| Difficult to understand |
0.4% |
| None of the above |
6.7% |
| No answer |
0.6% |
Q5: Would you like to drink healthy (low sugar, calorie) canned chuhai? (Sample size=canned chuhai drinkers)
| Really want to drink, continue to drink |
18.3% |
| Quite want to drink, continue to drink |
44.5% |
| Can’t say either way |
27.4% |
| Don’t really want to drink, continue to drink |
6.9% |
| Don’t want to drink at all, continue to drink |
2.0% |
| No answer |
1.0% |
Q6: Compared with a year ago, how has your consumption of canned chuhai changed? (Sample size=canned chuhai drinkers)
| Increased |
7.2% |
| Slightly increased |
14.5% |
| Not changed |
52.7% |
| Slightly decreased |
14.5% |
| Decreased |
10.7% |
| No answer |
0.6% |
Read more on: alcohol,
alcopop,
chuhai,
myvoice
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