What is the best PB in Japan?

Private Brands are becoming topic in retail industry.
Amazon concentrates to make and sell their PB products and Walmart also focuses to develop their own products.

PB is sometimes blamed to prevent maker’s growth and it has been controversial in terms of retailer’s moral.But in modern society, we might not be able to live without PB items, because it’s not merely cheap, but also so convenient.

In particular, Japanese are so familiar to PB items because convenience stores offer numerous PB products from snacks to home products, it means most of Japanese buy some PB products every day.

When convenience stores started to develop their PB products, it has been chosen for price. People have chosen them because it was cheaper than other brands. In that time, most brands hasn’t felt fear.

But as convenience stores develop their own products, they have started to get popular.
The biggest break point was that fresh sweets such as cakes, cream puffs, and puddings became popular.

There were few delicious fresh sweets in convenience stores until they developed. And at the same time, buying fresh sweets in convenience stores has become a trend among young girls because it was an easy way for them to feel satisfied in daily life.

It led to the convenience store’s PB sweets to become popular and to change their image. PB sweets were more expensive than other brand’s one but consumer wanted to buy PB sweets.
It was surprising for other brands because they thought PB is cheap and only poor people buy it.
However, what most people actually desired was to buy GOOD products whether it is Private Brand or National Brand!

As PB was getting popular, convenience stores expanded their range of products. Although at first they were merely retailer and sold products which they purchased from another manufacturer, they have become one of the most popular brands in this decade.

Nowadays, there might be no Japanese who has never bought PB in convenience store.
They gather tremendous data and analyze to improve their own products also today, and maker has to manufacture as a factory.
Most makers can’t stop it because if they become rebellious to convenience store, they could not live in this industry.

Every time I see this situation, I assume it might be dangerous that retailer get too much power in terms of retail ecosystem.

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