Convenience Stores Offer More for the Same Price Amidst Rising Frugality

Convenience stores and supermarkets in Japan are launching campaigns to provide consumers with greater quantities of daily consumed products like rice balls, bread, and yogurt without raising prices. This strategy comes as a response to growing frugality among consumers due to increasing costs. Lawson, as an example, has introduced a campaign until the 26th that boosts the contents of 19 items including snacks and boxed lunches by about 50%. Their featured item, the “Morisugi! Premium Roll Cake,” now has an extra amount of fresh cream.

Aeon has joined the trend, enhancing their private brand products such as the “Topval Low Fat Protein Yogurt,” which has been increased by 40 grams. This has been possible due to the stability of raw material prices, and the response shows a strong sales trend with many items selling out.

New Days, a convenience store network by JR East Cross Station, will add more fillings to their sandwiches and rice balls for a week starting February 6th, responding to the same market conditions.
Reference: Diamond Chain Stores 06th Feb 2024.

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