3

100 100 ++100 ++100

kl 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 597,000 533,850 510,650 550,050 598,300 735,400 801,800 642,850 628,800 629,800 624,850 623,700 622,800 89.4% 95.7% 107.7% 108.8% 122.9% 109.0% 80.2% 97.8% 100.2% 99.2% 99.8% 99.9% 100.0% 89.4% 85.5% 92.1% 100.2% 123.2% 134.3% 107.7% 105.3% 105.5% 104.7% 104.5% 104.3% 160,000 145,500 137,950 148,150 167,150 197,100 210,500 172,700 171,800 175,250 173,100 172,500 172,100 90.9% 94.8% 107.4% 112.8% 117.9% 106.8% 82.0% 99.5% 102.0% 98.8% 99.7% 99.8% 100.0% 90.9% 86.2% 92.6% 104.5% 123.2% 131.6% 107.9% 107.4% 109.5% 108.2% 107.8% 107.6% 8,300 7,490 6,970 7,630 8,430 10,120 10,950 8,970 8,740 8,920 8,780 8,750 8,720 90.2% 93.1% 109.5% 110.5% 120.0% 108.2% 81.9% 97.4% 102.1% 98.4% 99.7% 99.7% 100.0% 90.2% 84.0% 91.9% 101.6% 121.9% 131.9% 108.1% 105.3% 107.5% 105.8% 105.4% 105.1%

2008 2009

160.0% 140.0% 120.0% 100.0% 80.0% 60.0% 40.0% 20.0% 0.0% '01

'02

'03

'04

'05

'06

'07

'08

'09

'10

'11

'12

'13

2002 2004 2008 20 2010 2

2011 2011

69

kl '08 50,950 16,500 121,900 39,700 470,000 116,500 642,850 172,700 '09 53,100 17,600 121,350 39,650 454,350 114,550 628,800 171,800 104.2% 106.7% 99.5% 99.9% 96.7% 98.3% 97.8% 99.5% 0.0% '08 '09 '10 '11 '12 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

'10 53,500 17,700 141,750 45,500 434,550 112,050 629,800 175,250

100.8% 100.6% 116.8% 114.8% 95.6% 97.8% 100.2% 102.0%

'11 () 52,200 17,100 150,600 47,400 422,050 108,600 624,850 173,100

97.6% 96.6% 106.2% 104.2% 97.1% 96.9% 99.2% 98.8%

'12 () 51,500 16,900 153,900 48,500 418,300 107,100 623,700 172,500

98.7% 98.8% 102.2% 102.3% 99.1% 98.6% 99.8% 99.7%

500ml 160ml 190ml 195ml 280ml 501ml PET 500ml 190ml 280ml 350ml 360ml 501ml 777ml 900ml 920ml 930ml 800ml 2009 9,460 13,340 2,440 2,420 820 28,480 20 20 28,500 350 12,400 2,650 330 440 16,170 5,350 15,940 6,150 28,730 390 56,560 72,730 5.5% 7.8% 1.4% 1.4% 0.5% 16.6% 0.0% 0.0% 16.6% 0.2% 7.2% 1.5% 0.2% 0.3% 9.4% 3.1% 9.3% 3.6% 16.7% 0.2% 32.9% 42.3% 9,430 13,310 2,410 2,300 730 28,180 28,180 340 12,290 2,860 330 20 15,840 6,050 17,300 6,000 27,800 2,040 59,190 75,030 2010 5.4% 7.6% 1.4% 1.3% 0.4% 16.1% 16.1% 0.2% 7.0% 1.6% 0.2% 0.0% 9.0% 3.5% 9.9% 3.4% 15.9% 1.2% 33.8% 42.8% 2011 9,120 11,780 2,280 1,650 680 25,510 25,510 100 11,420 3,210 350 15,080 6,670 17,310 6,250 27,840 2,290 60,360 75,440 5.3% 6.8% 1.3% 1.0% 0.4% 14.7% 14.7% 0.1% 6.6% 1.9% 0.2% 8.7% 3.9% 10.0% 3.6% 16.1% 1.3% 34.9% 43.6%

70

500ml 125ml 200ml 270ml 500ml 501ml 500ml 501ml 500ml 125ml 160ml 195ml 100ml 750ml 1000ml 1000ml 2009 3,020 41,950 1,130 1,290 3,200 50,590 15,680 15,680 66,270 2,170 2,170 120 10 130 2,300 650 30 1,320 2,000 2,000 171,800 1.8% 24.4% 0.7% 0.8% 1.9% 29.4% 9.1% 9.1% 38.6% 1.3% 1.3% 0.1% 0.0% 0.1% 1.3% 0.4% 0.0% 0.8% 1.2% 1.2% 100.0% 2,800 46,500 1,130 1,330 2,830 54,590 13,990 13,990 68,580 2,190 2,190 50 50 2,240 780 440 1,220 1,220 175,250 2010 1.6% 26.5% 0.6% 0.8% 1.6% 31.1% 8.0% 8.0% 39.1% 1.2% 1.2% 0.0% 0.0% 1.3% 0.4% 0.3% 0.7% 0.7% 100.0% 2011 3,120 46,160 1,100 1,310 2,440 54,130 14,990 14,990 69,120 2,200 2,200 50 50 2,250 680 100 780 780 173,100 1.8% 26.7% 0.6% 0.8% 1.4% 31.3% 8.7% 8.7% 39.9% 1.3% 1.3% 0.0% 0.0% 1.3% 0.4% 0.1% 0.5% 0.5% 100.0%

PET 930ml 2010 100 1 900ml PET

70 200ml 3 2010 3.4

71

1 100 100 100 1 100 Juice Bar 32 100 100 31 100 790 3,700 13,060 2,310 1,420 800 910 500 3,010 8,950 7,020 300 7,320 4,370 1,540 220 6,130 1,570 480 740 600 570 1,480 5,440 1,500 1,370 840 20 3,730 2009 18,280 8,650 6,370 7,180 4,920 22,440 67,840 10,550 14,350 4,790 1,000 4,790 35,480 4,090 3,300 1,180 10.6% 5.0% 3.7% 4.2% 2.9% 13.1% 39.5% 6.1% 8.4% 2.8% 0.6% 2.8% 20.7% 2.4% 1.9% 0.7% 0.5% 2.2% 7.6% 1.3% 0.8% 0.5% 0.5% 0.3% 1.8% 5.2% 4.1% 0.2% 4.3% 2.5% 0.9% 0.1% 3.6% 0.9% 0.3% 0.4% 0.3% 0.3% 0.9% 3.2% 0.9% 0.8% 0.5% 0.0% 2.2% 2010 18,340 9,020 8,040 7,480 5,050 24,340 72,270 14,360 13,990 4,940 930 4,040 38,260 4,070 3,140 1,230 1,040 850 2,740 13,070 2,320 810 800 670 550 3,680 8,830 6,450 450 6,900 3,830 1,470 190 5,490 1,330 770 740 640 560 550 4,590 1,340 1,340 720 80 3,480 10.5% 5.1% 4.6% 4.3% 2.9% 13.9% 41.2% 8.2% 8.0% 2.8% 0.5% 2.3% 21.8% 2.3% 1.8% 0.7% 0.6% 0.5% 1.6% 7.5% 1.3% 0.5% 0.5% 0.4% 0.3% 2.1% 5.0% 3.7% 0.3% 3.9% 2.2% 0.8% 0.1% 3.1% 0.8% 0.4% 0.4% 0.4% 0.3% 0.3% 2.6% 0.8% 0.8% 0.4% 0.0% 2.0% 2011 19,360 9,190 8,200 8,600 4,960 25,000 75,310 15,430 14,180 4,750 850 3,480 38,690 3,990 3,100 1,280 1,030 860 2,770 13,030 2,320 410 780 600 4,730 8,840 3,630 420 4,050 3,740 1,560 5,300 1,260 700 10 550 1,900 4,420 1,270 1,200 740 60 3,270 11.2% 5.3% 4.7% 5.0% 2.9% 14.4% 43.5% 8.9% 8.2% 2.7% 0.5% 2.0% 22.4% 2.3% 1.8% 0.7% 0.6% 0.5% 1.6% 7.5% 1.3% 0.2% 0.5% 0.3% 2.7% 5.1% 2.1% 0.2% 2.3% 2.2% 0.9% 3.1% 0.7% 0.4% 0.0% 0.3% 1.1% 2.6% 0.7% 0.7% 0.4% 0.0% 1.9%

72

I love vegi 2009 1,900 1,900 320 150 150 420 1,040 2,470 160 2,630 340 50 390 17,890 171,800 1.1% 1.1% 0.2% 0.1% 0.1% 0.2% 0.6% 1.4% 0.1% 1.5% 0.2% 0.0% 0.2% 10.4% 100.0% 2010 1,960 1,960 320 200 180 640 1,340 950 950 390 390 17,720 175,250 1.1% 1.1% 0.2% 0.1% 0.1% 0.4% 0.8% 0.5% 0.5% 0.2% 0.2% 10.1% 100.0% 2011 1,870 1,870 310 120 430 360 360 390 390 17,140 173,100 1.1% 1.1% 0.2% 0.1% 0.2% 0.2% 0.2% 0.2% 0.2% 9.9% 100.0%

100 TVCM 2010

2010 1

2010 2011 2 1

73

2 2009 4,920 2,660 150 20 7,750 4,090 140 60 4,290 320 150 110 150 730 460 460 4,370 17,600 28.0% 15.1% 0.9% 0.1% 44.0% 23.2% 0.8% 0.3% 24.4% 1.8% 0.9% 0.6% 0.9% 4.1% 2.6% 2.6% 24.8% 100.0% 2010 5,050 2,790 120 7,960 4,070 140 100 50 4,360 320 180 110 100 710 470 470 4,200 17,700 28.5% 15.8% 0.7% 45.0% 23.0% 0.8% 0.6% 0.3% 24.6% 1.8% 1.0% 0.6% 0.6% 4.0% 2.7% 2.7% 23.7% 100.0% 2011 4960 2820 100 7,880 3,990 140 70 50 200 4,450 310 120 430 450 450 3,890 17,100 29.0% 16.5% 0.6% 46.1% 23.3% 0.8% 0.4% 0.3% 1.2% 26.0% 1.8% 0.7% 2.5% 2.6% 2.6% 22.7% 100.0%

2010 2011

100

74

3 1 100 15 100 100 31 100 100 1 Mg 2009 6,370 2,880 1,490 1,070 1,860 1,710 15,380 10,550 1,000 290 150 11,990 740 600 570 120 2,030 500 480 250 50 90 1,370 1,540 1,540 1,180 70 60 1,310 880 880 150 70 20 20 260 4,890 39,650 16.1% 7.3% 3.8% 2.7% 4.7% 4.3% 38.8% 26.6% 2.5% 0.7% 0.4% 30.2% 1.9% 1.5% 1.4% 0.3% 5.1% 1.3% 1.2% 0.6% 0.1% 0.2% 3.5% 3.9% 3.9% 3.0% 0.2% 0.2% 3.3% 2.2% 2.2% 0.4% 0.2% 0.1% 0.1% 0.7% 12.3% 100.0% 2010 8,040 3,370 1,600 1,330 1,080 1,650 17,070 14,360 930 310 270 110 15,980 740 640 560 1,940 550 490 310 180 60 1,590 1,470 1,470 1,230 140 70 1,440 860 860 200 120 50 20 390 4,760 45,500 17.7% 7.4% 3.5% 2.9% 2.4% 3.6% 37.5% 31.6% 2.0% 0.7% 0.6% 0.2% 35.1% 1.6% 1.4% 1.2% 4.3% 1.2% 1.1% 0.7% 0.4% 0.1% 3.5% 3.2% 3.2% 2.7% 0.3% 0.2% 3.2% 1.9% 1.9% 0.4% 0.3% 0.1% 0.0% 0.9% 10.5% 100.0% 2011 8,200 4,020 1,630 1,450 630 2,170 18,100 15,430 850 360 270 80 90 17,080 10 550 640 1,200 600 500 300 190 50 500 2,140 1,560 1,560 1,280 80 70 190 1,620 870 870 4,830 47,400 17.3% 8.5% 3.4% 3.1% 1.3% 4.6% 38.2% 32.6% 1.8% 0.8% 0.6% 0.2% 0.2% 36.0% 0.0% 1.2% 1.4% 2.5% 1.3% 1.1% 0.6% 0.4% 0.1% 1.1% 4.5% 3.3% 3.3% 2.7% 0.2% 0.1% 0.4% 3.4% 1.8% 1.8% 10.2% 100.0%

TVCM AKB48 200ml 1,000ml 2011 3

75

2010 1 200ml 2 2011 20 1 2011 1

2 1

4 100 100 100 100 100 100 Juice Bar 2009 18,280 8,650 7,180 6,500 4,100 44,710 14,350 4,790 250 290 3,540 23,220 3,300 790 770 2,600 7,460 2,310 1,420 800 910 460 1,680 7,580 7,020 300 7,320 4,370 220 4,590 1,500 1,370 840 20 3,730 16.0% 7.6% 6.3% 5.7% 3.6% 39.0% 12.5% 4.2% 0.2% 0.3% 3.1% 20.3% 2.9% 0.7% 0.7% 2.3% 6.5% 2.0% 1.2% 0.7% 0.8% 0.4% 1.5% 6.6% 6.1% 0.3% 6.4% 3.8% 0.2% 4.0% 1.3% 1.2% 0.7% 0.0% 3.3% 2010 18340 9020 7480 4140 1860 6,400 47,240 13,990 4,940 600 500 370 1,580 21,980 3,140 1,040 850 770 440 1,030 7,270 2,320 810 800 670 460 2,180 7,240 6,450 450 6,900 3,830 190 4,020 1,340 1,340 720 80 3,480 16.4% 8.0% 6.7% 3.7% 1.7% 5.7% 42.2% 12.5% 4.4% 0.5% 0.4% 0.3% 1.4% 19.6% 2.8% 0.9% 0.8% 0.7% 0.4% 0.9% 6.5% 2.1% 0.7% 0.7% 0.6% 0.4% 1.9% 6.5% 5.8% 0.4% 6.2% 3.4% 0.2% 3.6% 1.2% 1.2% 0.6% 0.1% 3.1% 2011 19360 9190 8600 4600 7,580 49,330 14,180 4,750 480 420 290 1,270 21,390 3,100 1,030 860 760 500 710 6,960 2,320 410 780 440 2,750 6,700 3,630 420 4,050 3,740 3,740 1,270 1,200 740 60 3,270 17.8% 8.5% 7.9% 4.2% 7.0% 45.4% 13.1% 4.4% 0.4% 0.4% 0.3% 1.2% 19.7% 2.9% 0.9% 0.8% 0.7% 0.5% 0.7% 6.4% 2.1% 0.4% 0.7% 0.4% 2.5% 6.2% 3.3% 0.4% 3.7% 3.4% 3.4% 1.2% 1.1% 0.7% 0.1% 3.0%

76

32 100 I love vegi 2009 1,570 480 80 820 2,950 1020 1,020 2470 160 2,630 9,340 114,550 1.4% 0.4% 0.1% 0.7% 2.6% 0.9% 0.9% 2.2% 0.1% 2.3% 8.2% 100.0% 2010 1,330 770 80 2,180 1,100 1,100 950 950 9,700 112,050 1.2% 0.7% 0.1% 1.9% 1.0% 1.0% 0.8% 0.8% 8.7% 100.0% 2011 1,260 700 80 730 2,770 1,000 1,000 360 360 9,030 108,600 1.2% 0.6% 0.1% 0.7% 2.6% 0.9% 0.9% 0.3% 0.3% 8.3% 100.0%

2010 100 100 PET 100 2011 100 Silky Soy TVCM

2010 2011 20 4 11 200ml 100

2010 200ml

2010 OFF 12 100

77

2009 16,950 22,900 65,670 105,520 650 16,750 48,880 66,280 171,800 2010 17,050 25,850 63,750 106,650 650 19,650 48,300 68,600 175,250 100.6% 112.9% 97.1% 101.1% 100.0% 117.3% 98.8% 103.5% 102.0% 2011 16,530 26,900 60,550 103,980 570 20,500 48,050 69,120 173,100 97.0% 104.1% 95.0% 97.5% 87.7% 104.3% 99.5% 100.8% 98.8%

2009

61.4%

38.6%

96.7%

3.3%

2010

60.9%

39.1%

56.8%

43.2%

2011

60.1%

39.9%

55.8%

44.2%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

602010 200ml

1 100 100 100 1 100 2009 7,180 6,210 4,730 2,660 2,450 9,660 32,890 13,200 7,450 4,440 1,000 3,360 29,450 6.8% 5.9% 4.5% 2.5% 2.3% 9.2% 31.2% 12.5% 7.1% 4.2% 0.9% 3.2% 27.9% 2010 7,480 6,390 4,860 2,790 2,450 10,260 34,230 12,900 9,830 4,530 930 2,920 31,110 7.0% 6.0% 4.6% 2.6% 2.3% 9.6% 32.1% 12.1% 9.2% 4.2% 0.9% 2.7% 29.2% 2011 8,600 6,990 4,790 2,820 2,360 10,550 36,110 13,160 10,560 4,370 850 2,580 31,520 8.3% 6.7% 4.6% 2.7% 2.3% 10.1% 34.7% 12.7% 10.2% 4.2% 0.8% 2.5% 30.3%

78

Juice Bar 32 100 31 100 I love vegi 2009 3,950 3,300 1,180 790 3,330 12,550 7,020 300 7,320 1,570 480 570 190 120 2,930 1,900 1,900 500 480 400 1,380 320 150 150 70 350 1,040 2,470 140 2,610 190 190 13,260 105,520 3.7% 3.1% 1.1% 0.7% 3.2% 11.9% 6.7% 0.3% 6.9% 1.5% 0.5% 0.5% 0.2% 0.1% 2.8% 1.8% 1.8% 0.5% 0.5% 0.4% 1.3% 0.3% 0.1% 0.1% 0.1% 0.3% 1.0% 2.3% 0.1% 2.5% 0.2% 0.2% 12.6% 100.0% 2010 3,940 3,140 1,230 850 800 2,740 12,700 6,450 450 6,900 1,330 770 560 180 2,840 1,960 1,960 550 490 400 1,440 320 200 180 120 520 1,340 950 950 210 210 12,970 106,650 3.7% 2.9% 1.2% 0.8% 0.8% 2.6% 11.9% 6.0% 0.4% 6.5% 1.2% 0.7% 0.5% 0.2% 2.7% 1.8% 1.8% 0.5% 0.5% 0.4% 1.4% 0.3% 0.2% 0.2% 0.1% 0.5% 1.3% 0.9% 0.9% 0.2% 0.2% 12.2% 100.0% 2011 3,870 3,100 1,280 860 830 2,770 12,710 3,630 420 4,050 1,260 700 550 170 2,680 1,870 1,870 600 500 400 1,500 310 120 430 360 360 180 180 12,570 103,980 3.7% 3.0% 1.2% 0.8% 0.8% 2.7% 12.2% 3.5% 0.4% 3.9% 1.2% 0.7% 0.5% 0.2% 2.6% 1.8% 1.8% 0.6% 0.5% 0.4% 1.4% 0.3% 0.1% 0.4% 0.3% 0.3% 0.2% 0.2% 12.1% 100.0%

TVCM

PET 1 5

79

100 100 100 1 100 2009 12,070 6,370 6,200 4,510 1,630 4,170 34,950 2,310 1,420 800 910 2,130 7,570 3,100 1,150 350 190 1,240 6,030 4,370 1,540 220 6,130 1,500 1,370 840 20 3,730 740 600 270 80 820 2,510 340 50 390 140 70 200 100 510 4,460 66,280 18.2% 9.6% 9.4% 6.8% 2.5% 6.3% 52.7% 3.5% 2.1% 1.2% 1.4% 3.2% 11.4% 4.7% 1.7% 0.5% 0.3% 1.9% 9.1% 6.6% 2.3% 0.3% 9.2% 2.3% 2.1% 1.3% 0.0% 5.6% 1.1% 0.9% 0.4% 0.1% 1.2% 3.8% 0.5% 0.1% 0.6% 0.2% 0.1% 0.3% 0.2% 0.8% 6.7% 100.0% 2010 11,950 8,040 6,570 2,890 2,070 6,520 38,040 2,320 810 800 670 2,790 7,390 4,530 1,090 410 220 900 7,150 3,830 1,470 190 5,490 1,340 1,340 720 80 3,480 740 640 290 80 1,750 390 390 240 130 370 4,540 68,600 17.4% 11.7% 9.6% 4.2% 3.0% 9.5% 55.5% 3.4% 1.2% 1.2% 1.0% 4.1% 10.8% 6.6% 1.6% 0.6% 0.3% 1.3% 10.4% 5.6% 2.1% 0.3% 8.0% 2.0% 2.0% 1.0% 0.1% 5.1% 1.1% 0.9% 0.4% 0.1% 2.6% 0.6% 0.6% 0.3% 0.2% 0.5% 6.6% 100.0% 2011 12,370 8,200 6,830 2,260 9,540 39,200 2,320 410 780 3,830 7,340 4,870 1,020 380 190 710 7,170 3,740 1,560 5,300 1,270 1,200 740 60 3,270 10 280 80 1,370 1,740 390 390 200 120 320 4,390 69,120 17.9% 11.9% 9.9% 3.3% 13.8% 56.7% 3.4% 0.6% 1.1% 5.5% 10.6% 7.0% 1.5% 0.5% 0.3% 1.0% 10.4% 5.4% 2.3% 7.7% 1.8% 1.7% 1.1% 0.1% 4.7% 0.0% 0.4% 0.1% 2.0% 2.5% 0.6% 0.6% 0.3% 0.2% 0.5% 6.4% 100.0%

80

200ml 100 200ml 1,000ml

200ml 1

2011

1

1,000ml284 900g248 200ml109 200ml105

222 221 31 411

350g 13 40+30+ 30 90 + 10

100 Silky Soy 100

1002011

81

2011420 http://www.fuji-keizai.co.jp