Building
Sales Channels Focused on Consumer Trends
Focusing on consumer trends doesn’t mean simply riding a temporary boom. Instead, it involves continuously monitoring and understanding the long-term behavior of customers to support sustainable agriculture. This allows us to align with the evolving needs of consumers who ultimately purchase our products.
In Japan, when someone says, “I like Matcha,” the typical response might be, “Do you practice tea ceremony?” or “I have no knowledge of tea etiquette,” reflecting a perception that Matcha is still seen as something formal or highbrow. However, globally, many people already enjoy Matcha as part of their daily lives, without worrying about tea ceremony traditions, making it a casual and accessible drink.
Tracking
Changes in the Consumer Market
Our top priority is to maximize sales through our retail and wholesale channels, ensuring that both producers and customers are satisfied. To achieve this, we must adapt to the changing market. It’s not just about selling products; it’s about accurately capturing shifts in the consumer market and offering products and sales strategies that align with those changes. Our retail and wholesale networks serve not only as distribution channels but also as valuable sources of data collection for understanding market trends.
For example, there was a time when coffee blends were sufficient to meet consumer demands. Now, customers seek specific origins, varieties, and even choose their preferred roasters. Products that prioritize fair trade or promote biodiversity in their growing practices are also commanding premium prices. Similar shifts have occurred in the wine industry.
As the global Matcha market rapidly expands, it’s likely that consumer needs will evolve in ways that challenge traditional Japanese norms. We will stay vigilant, continuously adapting to these changes to ensure that Japanese Matcha remains the highest-valued worldwide.