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

SUCCESS CASE STUDY: SUNTORY MINAMI ALPS TENNENSUI AND YOGURINA;
CATEGORY-BENDING ENHANCEMENT OF THE MINERAL WATER BRAND EXPERIENCE
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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-suntory-minami-alps-tennensui-andyogurina-category-bending-enhancement-of-the-mineral-water-brand-experience-market

KEY FINDINGS
• Suntory Minami Alps Tennensui and Yogurina (hereinafter Yogurina) is a distinctive yogurtflavored
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.

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

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.

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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