[High School Girls' Trend Survey] "Authentic Taste" Supremacy over SNS Appeal! Over half (54%) of convenience store beverage purchasers respond.

with t Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director and President: Keita Miyagi), which operates a teen entertainment business, runs "Joshi Kosei Lab," a media and think tank that disseminates and analyzes the "latest trends" among high school girls. The lab conducted a "Survey on Beverage Purchasing Behavior" targeting 100 active high school girls.

While Gen Z tends to focus on "SNS appeal," this survey revealed a highly rational reality in beverage selection: "overwhelming supremacy of taste and flavor" and "functional differentiation" according to the scene. We deliver the latest consumption data, indispensable for beverage manufacturers and distribution companies in formulating their target strategies.

■ Survey Topics
1. Convenience Store Dominance: "Convenience stores" were the most frequent purchase location (50%) during school and commuting.
2. Beyond "Jacket Buying": 54% of respondents prioritize "taste" when choosing new products, significantly outweighing packaging or SNS appeal.
3. Scene-Specific Drinking: "Coffee/tea" for concentration during study, "energy drinks" for a power boost during exercise.
4. Irresistible Temptations: In addition to standard "water/tea," there's a sensitive response to small luxuries like "acai" and "Gong Cha."

■ Convenience Stores are the Main Battleground for Purchases. Approximately 40% are High-Frequency Purchasers (3+ times/week)

50% of high school girls responded "convenience stores" as their place of purchase for beverages, significantly outnumbering vending machines (17%) and supermarkets (7%). The convenience of locations along their school commute routes is the biggest deciding factor for quenching their thirst.