Amid ongoing inflation, Japanese retailers are intensifying competition by offering low-priced goods as consumers tighten their spending. With rising material and labor costs making price differentiation challenging, companies are resorting to cheaper ingredients like imported rice and package redesigns to keep prices down. Convenience chain Lawson, for instance, plans to sell ehomaki rolls using U.S. Calrose rice in February, with strong preorder demand.
Japanese retailers are grappling with shifting consumer behavior amid persistent inflation. According to a report published on January 1, 2026, shoppers are keeping a tight hold on their wallets, driving demand for affordable products. In response, companies are innovating to maintain low prices despite escalating costs.
Key strategies include sourcing cheaper materials and ingredients. For example, convenience store operator Lawson intends to launch ehomaki seasonal sushi rolls in Tokyo and surrounding areas in February, incorporating 10% U.S.-imported Calrose rice. Priced at ¥430, these rolls are ¥60 less than the company's version made solely with Japanese rice, and preorders have been robust.
These efforts highlight the challenges of differentiating products when material and labor expenses are rising. Retailers are turning to imports like Calrose rice and revising packaging to balance profitability with attractiveness to price-conscious buyers.
The trend underscores broader shifts in consumer habits under inflationary pressures, potentially signaling a wider strategic pivot in the retail sector.
