世論 What Japan Thinks

There was a bit of an overdose last month amongst foreigner blogs on Pepsi Shiso, but this recnt survey from MyVoice looking at carbonated soft drinks found that just 5% of the fizzy drink drinkers had tried it.

Demographics

Over the first five days of July 2009 14,904 members of the MyVoice internet community successfully completed a private online questionnaire. 54% of the sample were female, 2% in their teens, 13% in their twenties, 36% in their thirties, 30% in their forties, and 19% aged fifty or older.

I’m a fizzy drink fan, with my favourite being Coca Cola Zero. The sweetener here is different from the one used in the USA, as I find US Diet Coke pretty poor.

For reference, I translated a Coke versus Pepsi survey last year.

Research results

Q1: How often do you drink fizzy soft drinks? (Sample size=14,904)

Almost every day	5.9%
Four or five times a week	5.0%
Two or three times a week	13.6%
Once a week	15.2%
Few times a month	17.9%
Once a month	11.4%
Less than that	19.4%
Never	11.5%

Q2: Where do you mainly buy your fizzy drinks? (Sample size=fizzy drinkers)

Supermarket	42.3%
Convenience store	21.3%
Vending machine	18.3%
Discount store	4.4%
Drug store	3.4%
100 yen shop	1.2%
Discount alcohol store	0.7%
Internet shopping	0.5%
Ordinary alcohol vendor	0.3%
Station kiosk	0.2%
Sweet shop	0.1%
Other	1.6%
Don’t buy myself	5.2%
No answer	0.4%

Q3: When do you drink fizzy drinks? (Sample size=fizzy drinkers, multiple answer)

When I’m thirsty	62.1%
When I want refreshment	43.3%
When it’s hot	35.1%
When I want to cheer myself up	28.8%
After bath	20.7%
When I want stimulation	19.8%
When I want to freshen up my mouth	16.8%
When I’m out playing, doing leisure activities	16.7%
When eating sweets	12.2%
When I’m fatigued	11.3%
When I want to try out a new product	9.5%
When doing, after exercise, sports	9.1%
When I want to relax	8.5%
With meals	7.4%
When in a car	6.9%
When I want to shake off drowsiness	5.4%
When I’m hungry	4.3%
When I’m annoyed	4.0%
Other	5.4%
No answer	0.6%

Q4: Within the last three months, which of the following fizzy drinks have you drunk? (Sample size=fizzy drinkers, multiple answer)

Coca Cola	39.2%
Coca Cola Zero	34.5%
Mitsuya Cider	34.3%
C.C. Lemon	23.2%
Pepsi Max	20.5%
Calpis Soda	16.9%
Fanta Grape	14.8%
Mitsuya Cider All Zero	14.7%
Kirin Lemon	14.7%
Canada Dry Ginger Ale	12.6%
Squeezed Lemon Mitsuya Cider	12.1%
Fanta Orange	10.3%
Pepsi Cola	8.2%
Dekavita C	7.9%
Sprite	5.4%
Healthya Sparkling	5.2%
Pepsi Shiso	5.2%
Coca Cola Plus Catechin	4.8%
MATCH	4.2%
Lifeguard	2.9%
Kirin Metz Grapefruit	2.8%
Kirin Chikaramizu	1.0%
Mineral Sparkies	0.8%
zooce	0.%
Zero Sparkling Grapefruit	0.8%
Super Lemon Soda	0.8%
Aloha Maid Pink Guava Soda	0.6%
Mistio Crystal Lemon Squash	0.5%
Aloha Maid Tea Squash Lemon	0.5%
Other	13.3%
Not drunk any fizzy drink in the last three months	4.4%
No answer	0.4%

Q5: What is your most favourite fizzy drink? (Sample size=fizzy drinkers)

Coca Cola	22.2%
Coca Cola Zero	16.6%
Mitsuya Cider	12.9%
Pepsi Max	9.0%
C.C. Lemon	7.5%
Canada Dry Ginger Ale	3.3%
Fanta Grape	3.1%
Calpis Soda	2.4%
Mitsuya Cider All Zero	2.2%
Kirin Lemon	1.9%
Fanta Orange	1.6%
Dekavita C	1.4%
Pepsi Cola	1.2%
Healthya Sparkling	1.1%
Squeezed Lemon Mitsuya Cider	1.0%
MATCH	0.7%
Sprite	0.5%
Lifeguard	0.3%
Kirin Metz Grapefruit	0.2%
Coca Cola Plus Catechin	0.2%
Aloha Maid Pink Guava Soda	0.1%
Pepsi Shiso	0.1%
Mineral Sparkies	0.1%
Kirin Chikaramizu	0.1%
Aloha Maid Tea Squash Lemon	0.1%
Zero Sparkling Grapefruit	0.0%
zooce	0.0%
Super Lemon Soda	0.0%
Mistio Crystal Lemon Squash	0.0%
Other	5,3%
Don’t have a favourite fizzy drink	4.5%
No answer	0.3%

Q6: When choosing a fizzy drink, what points are important to you? (Sample size=fizzy drinkers, multiple answer)

Flavour, taste	61.6%
Price	39.6%
Product brand	25.0%
Maker name	21.8%
One I’m in the habit of drinking	21.6%
Calories	20.7%
Strength of fizz	19.7%
Product name, naming	8.1%
Volume of bottle	7.1%
Has nutritional ingredients	5.4%
Additives	4.7%
If it’s a new product	4.0%
Promotional campaign, free gift	3.8%
Ingredients	3.6%
Television, etc advertising image	3.5%
Often see in the shop	3.4%
Design, packaging	3.1%
Limited edition	2.7%
Friends evaluation, word of mouth information	2.1%
Poster in shop	0.6%
Other	0.9%
Nothing in particular	7.8%
No answer	0.7%