JAPAN: Chocolate makers target adult male market
As a declining birth rate erodes sales of chocolate in the traditional children's market, manufacturers are targeting a more adult consumer. Sales of chocolate direct to offices are soaring, as male office workers succumb to sweet temptation. Some 90% of sales of chocolate in convenience outlets are made to women, but sales of chocolate through the new 'refreshment boxes' placed in office staff rooms are telling a different story. Men account for 70% of purchases through the boxes, which operate on an honour system. Employees place ¥100 (US$0.76) in the box and take out the confectionery item of their choice.
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