Although Japan was not in recession in 2010, consumer confidence after the events of 2008 and 2009 remained weak, and there was a notable trend for consumers to look to cut expenditure. This trend was especially evident in on-trade sales of hot drinks, with independent as well as chained coffee shops continuing to see sales decline. With cheaper options available, consumers have been voting with their wallets and looking elsewhere for better value. This has benefited some areas of off-trade
May 2011
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