[survey 1] [survey 2]
Between the 22nd and 29th of March 2007 DIMSDRIVE Research surveyed its internet community regarding tea and tea-like drinks from plastic bottles. This is the second of a pair of rather similar surveys on tea drinks.
Demographics
6,477 members of the DIMSDRIVE Research internet community completed a private internet-based survey. 40.3% were male, 0.5% in their teens, 16.8% in their twenties, 36.5% in their thirties, 28.6% in their forties, 13.2% in their fifties, and 4.4% aged sixty or older.
This is a survey I’ve been looking for for a while, as I have wanted to do an “Ask What Japan Thinks” on tea, as I do get a few visitors looking for this sort of information, so I hope the information helps you out.
Note that in Japan plastic bottles are called PET bottles, with PET standing for polyethylene terephthalate, it appears. These bottles are usually recycled separately, so most public areas have a bin for these types of bottles only. You are supposed to take the cap off (some bins now have a separate opening for them) and the label, but I must admit to not doing either, although I do always use the correct bin.
Research results
Q1: Which of the following do you drink from plastic bottles (excluding home-made drinks)? (Sample size=6,477, multiple answer)
|
All |
Male N=2,610 |
Female N=3,867 |
Japanese tea (green tea, houji, etc) |
74.6% |
75.6% |
74.0% |
Oolong tea |
53.5% |
54.4% |
52.9% |
Sports drink |
49.1% |
53.3% |
46.2% |
Water |
46.6% |
44.4% |
48.1% |
India tea |
42.5% |
35.0% |
47.6% |
Blended tea |
39.9% |
34.5% |
43.6% |
Vegetable juice |
30.1% |
28.4% |
31.2% |
Barley tea |
29.8% |
30.4% |
29.4% |
Chinese tea (Jasmine, Pu-eru, etc) |
23.5% |
17.8% |
27.3% |
Functional teas |
16.8% |
15.3% |
17.9% |
Other teas |
0.6% |
0.6% |
0.7% |
Other drinks |
24.1% |
N/A |
N/A |
Don’t drink drinks in plastic bottles (to end) |
3.5% |
N/A |
N/A |
Q2A: How often do you buy tea-related drinks in 300ml bottles? (Sample size=5,747)
Almost every day |
2.6% |
Four or five times a week |
2.8% |
Two or three times a week |
6.5% |
Once a week |
9.7% |
Two or three times a month |
11.9% |
Once a month |
11.2% |
Once every two or three months |
8.9% |
Less than that |
17.5% |
Don’t buy that size |
28.9% |
Q2B: How often do you buy tea-related drinks in 500ml bottles? (Sample size=5,747)
Almost every day |
7.3% |
Four or five times a week |
6.6% |
Two or three times a week |
15.6% |
Once a week |
18.5% |
Two or three times a month |
19.0% |
Once a month |
12.9% |
Once every two or three months |
8.0% |
Less than that |
6.6% |
Don’t buy that size |
5.5% |
Q2C: How often do you buy tea-related drinks in 900ml or 1 litre bottles? (Sample size=5,747)
Almost every day |
0.4% |
Four or five times a week |
0.1% |
Two or three times a week |
2.4% |
Once a week |
4.3% |
Two or three times a month |
6.4% |
Once a month |
7.7% |
Once every two or three months |
8.0% |
Less than that |
22.7% |
Don’t buy that size |
48.0% |
Q2D: How often do you buy tea-related drinks in 1.5 litres or larger bottles? (Sample size=5,747)
Almost every day |
2.3% |
Four or five times a week |
0.8% |
Two or three times a week |
4.7% |
Once a week |
10.0% |
Two or three times a month |
12.6% |
Once a month |
13.2% |
Once every two or three months |
12.2% |
Less than that |
18.5% |
Don’t buy that size |
25.7% |
By age for the most popular size, the 500ml bottle, there was very little difference in purchase frequency up to the forties age group, but after than the purchase frequency decreased.
Note that the following questions were not asked to those who did not buy any size of plastic bottle, thus the sample size is slightly decreased.
Q3: Why do you buy bottled tea-related drinks? (Sample size=5,721, multiple answer)
Because can close the lid, can drink just a little at a time |
69.2% |
Because can carry around |
66.3% |
Because it’s convenient |
53.2% |
Because can buy anywhere |
44.0% |
Because easy to store |
40.4% |
Because there’s a wide selection of teas |
17.4% |
Because plastic bottles can be reused |
15.0% |
Because can choose from various sizes |
13.8% |
Because more tasty than cans or paper packs |
4.4% |
Other |
1.4% |
No particular reason |
3.1% |
Q4: Where do you buy bottled tea-related drinks? (Sample size=5,721, multiple answer)
Convenience store |
77.4% |
Supermarket |
68.3% |
Vending machine |
54.2% |
Drug store |
29.8% |
Discount store, home centre |
29.4% |
100 yen, 99 yen shop |
24.3% |
Station kiosk |
21.5% |
Cooperative |
6.4% |
Internet delivery service |
2.4% |
Other delivery sevice |
0.3% |
Other |
1.2% |
Q5: When buying bottled tea-related drinks, which of the following match your way of thinking? (Sample size=5,721, multiple answer)
Choose cheap drinks |
39.8% |
Decide on brand when at the shop, etc |
36.4% |
Want to try various brands |
33.2% |
Frequently buy the same brands |
32.0% |
Often buy and try out new products once |
25.7% |
Select brands with a rich taste |
24.6% |
Select brands with a sweet or astringent taste |
22.7% |
Select brands with free gifts |
22.2% |
Select brands that suit my mood or drinking setting |
21.7% |
Select functional drink brands |
13.5% |
Select brands with an interesting packaging design |
8.4% |
Select brands with interesting advertisements |
7.4% |
Select brands that sell |
6.3% |
None of the above, no particular method |
4.0% |
Q6A: What is your most favourite bottled tea-related drink brand? (Sample size=5,747, free answer)
Rank |
Brand |
Votes |
1 |
O-i Ocha |
1,167 |
2 |
Namacha |
886 |
3 |
Soukenbicha |
814 |
4 |
Iemon |
657 |
5 |
Juurokucha |
342 |
6 |
Suntory Oolong-cha |
312 |
7 |
Afternoon tea |
207 |
8 |
Suntory Black Oolong-cha |
125 |
9 |
Hajime |
104 |
10 |
Healthea |
64 |
11 |
Karada Meguri-cha |
45 |
12 |
Rokujou Barley Tea |
36 |
13 |
Wakabusha |
33 |
14 |
Lipton Lemone |
26 |
15 |
Koucha Kaden |
25 |
16 |
Java Tea |
18 |
17 |
Tennenbikou Jasmine Tea |
15 |
18 |
Sara-sara Soba-cha |
12 |
19 |
Flavan-cha |
10 |
20 |
Sesame Barley Tea |
9 |
Q6B: What is your most favourite bottled tea-related drink brand? (Sample size=5,747, by sex, free answer)
Rank |
Male |
Votes |
Female |
Votes |
1 |
O-i Ocha |
594 |
Soukenbicha |
592 |
2 |
Namacha |
340 |
O-i Ocha |
573 |
3 |
Iemon |
229 |
Namacha |
546 |
4 |
Soukenbicha |
222 |
Iemon |
428 |
5 |
Suntory Oolong-cha |
132 |
Juurokucha |
213 |
6 |
Juurokucha |
129 |
Suntory Oolong-cha |
180 |
7 |
Afternoon tea |
76 |
Afternoon tea |
131 |
8 |
Suntory Black Oolong-cha |
43 |
Suntory Black Oolong-cha |
82 |
9 |
Hajime |
35 |
Hajime |
69 |
10 |
Healthea |
35 |
Karada Meguri-cha |
42 |
[survey 1] [survey 2]
3 Comments
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