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Japan: coffee imports up; Kirin launches coffee for home market.

Japan: coffee imports up; Kirin launches coffee for home market

The quantity of coffee related products imported in 1989 (Jan. to Dec.) totaled 284,070 tons (about 4,730,000 bags), up 7.7 percent over the preceding year, thus recording an all-time high. Roasted coffee imports also recorded an all-time high with 2,130,000 tons, up 31.1 percent. On the other hand, however, instant coffee imports stood at 6,680 tons, down 16.7 percent, sugared coffee extract imports dropped 9.8 percent, and sugarless (extract) imports also dropped by 0.2 percent.

Brazil regains primary position after four years as top importer in terms of beans to Japan.

By country, imports from Brazil in December '89 accounted for 8,842 tons (up 137.1 percent over '88), followed by 5,925 tons (up 9.4 percent) from Indonesia, 4,776 tons (up 13.6 percent) from Colombia, Ethiopia, 756 tons (down 36.0 percent) from Honduras, 595 tons (up 5.1 percent) from Uganda, etc. Imports from Jamaica were noteworthy with 78 tons (up 62.5 percent), while those from Tanzania and Cuba dropped sizably to 96 tons (down 6.3 percent) and 573 tons (down 5.8 percent), respectively.

The unit price per kg on CIF base was 325 yen (down 5.2 percent) for Brazilian beans, 185 yen (down 29.7 percent) for Indonesian beans and 286 yen (down 30.7 percent) for Colombian beans.

Kirin Brewery sells "French Cafe"

Kirin Brewery opened a coffee shop ("Cafe Suavor") back in October 1986, tying up with the French roaster "Brulerie de L'Odeon." The company's entry into the home market has been expected for some time.

Commenting on the release of its roasted coffee product, Kirin explained as follows: "As for the market needs, demand for home r&g coffee showed a high average growth of 8.7 percent between 1985 and 1988, the consumption of coffee is shifting from coffee shops to homes and offices, demand for canned r&g has continually increased year after year, as well as brand share."

Kirin has found consumers prefer drinking "flavorful" coffee in a "leisurely" atmosphere, and are increasingly accepting r&g coffee as a "highly tasteful, daily necessity." Consumers are seeking "mellowness" which they perceive cannot be enjoyed with instant coffee.

In view of these needs, and under product design "canned," "home use," and "mass sales market," Kirin has tried to pass onto consumers the concept of coffee excellence originally nurtured in France, create a new coffee market through traditional technology of "Cafe Suavor," and develop a packaging system by which fresh coffee can be delivered to consumers.

Kirin has developed a new packaging system to retain fresh taste after just being roasted. In the case of ordinary canned r&g, coffee is charged after releasing [CO.sub.2] gas contained in beans, or charged with [CO.sub.2] gas absorbent. By doing so, powder is prevented from scattering when the can lid is opened. With this method, however, fresh aroma flees together with [CO.sub.2] gas. In the case of "French Cafe," due Statistics show Japan to be one of the most dynamic markets for Colombian coffee. It is Colombia's third laragest national consumer market after West Germany and the U.S. In 1990, Japan is expected to absorb around one million bags of Colombian coffee, compared with about 400,000 bags back in 1980. Colombia's share in Japanese coffee imports in 1980 through 1989 averaged about 14 percent.

Statistics show Japan to be one of the most dynamic markets for Colombian coffee. It is Colombia's third largest national consumer market after West Germany and the U.S. In 1990, Japan is expected to absorb around one million bags of Colombian coffee, compared with about 400,000 bags back in 1980.
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Title Annotation:Kirin Brewery Company Ltd.
Author:Karasawa, Kazuo
Publication:Tea & Coffee Trade Journal
Date:Apr 1, 1990
Words:636
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