Key Facts
• May 2025: Kirin’s ‘Nama-cha’ (525ml) sold for 65 yen at a Tokyo drugstore.
• Suntory’s ‘Pepsi Nama’ (600ml) priced at 88 yen, far below the 180 yen MSRP.
• Since 2022, beverage companies have raised prices annually due to rising raw material costs.
• October 2024: Suntory increased prices for 188 products by 6–32%.
• October 2025: Suntory plans to adjust prices for 234 items by 6–25%.
• Retailers use rebates to lower shelf prices, fearing product removal from shelves.
• Kirin raised ‘Nama-cha’ MSRP by 20 yen in October 2024, but average retail price rose only 3 yen by May 2025.
• Industry-wide efforts are needed to stabilize beverage pricing and improve product value.
Summary
Despite consistent price hikes by beverage manufacturers like Kirin and Suntory due to rising raw material costs, retail prices for products such as ‘Nama-cha’ and ‘Pepsi Nama’ remain significantly lower. This is driven by intense competition among manufacturers to secure shelf space in retail stores, leading to widespread use of rebates to incentivize sales. While Kirin increased the MSRP of ‘Nama-cha’ by 20 yen in 2024, the average retail price rose by only 3 yen over the following year. Industry leaders emphasize the need for collective action to address pricing challenges and enhance product value, as the current model of low-margin, high-volume sales undermines long-term sustainability.
