What was initially obvious was the amount of packaging used. Every item, even the individual pieces of ginger and yam, was wrapped in cellophane. The first impression was also of lots of bright store displays, music and bustle, with offers everywhere and a massive choice of product in every sector.
We were focusing on dairy in particular and even the cheese triangles came in rum and raisin and Earl Grey tea variants. Yogurts with separately packed coulis toppings and confectionery to add in are among the latest moves to differentiate. Newest flavours include those with aloe vera pieces, and fig. One of the most recent yogurt additions is under the French brand name Pierre Hermé and is a stylishly packed yogurt blend of raspberry and lychee.
There were two delicious food samplings on offer while we were there, one of of cod fish soup and the other of Meiji’s probiotic pouring yogurt on fruit and cereal – not the most obvious duo, but they both tasted great and what was a contrast to our normal experience was the store staff loudly urging all shoppers to try them. Apparently, there are around two new samplings every day, so despite being costly to the suppliers this must be well worthwhile in terms of sales. Store president Mr Ukota Uede explained how Meiji’s R100 yogurt-based drink, aimed at older consumers, has been one of the success stories of the year.
The store is not that large at 4495 m2 and serves between 12-34,000 households. However the Maruetsu chain comprises 270 stores in all and is No 4 in the Supermarket Sales rankings in Japan, with Life Corporation at the top followed by Arcs Co, Yorks Benimaru Co then Maruetsu Inc.
With an ageing population in the area, the stock of products aimed at health and self medication have been increased recently following increased demand for such lines.
The tour concluded with each visitor being given a warm waffle in the shape of a fish containing sweet red bean and a generous bag of goodies including single serve ‘Drip’ coffee and also green tea, retort heatable curry, snacks and popcorn, all chosen by the manager from the stores own label line. An excellent and well organised trip that gave us all an insight into a new shopping culture.
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