Study on Relationships between Manufacturers and Retailers by Private Brands in Instant Noodles Industry

Abstract

This study explains detailed structure of relationships between manufacturers and retailers in Japan’s instant noodles industry by quantitative analysis of displaying of private brands (PBs) at various retail stores. The study contains qualitative analysis of published materials from related industries and enterprises. The results are verified with interviews to people in the industry and with data from a private research organization.
Precedent studies have explained that PBs take influential part in establishing relationships between manufacturers and retailers. However, there is no study about policy and background of relationships, nor qualitative study of these relationships.
The study shows that AEON group is strengthening its supply chain with Nissin (including Myojo) group. It also shows that Seven & i group keeps equal interval from big five manufacturers, i.e. Nissin, Toyo Suisan, Sanyo, Myojo and Ace cook. Co-op is very close to Toyo Suisan group, and, CGC handles more Nissin brands than any other brands. It becomes clear that major instant noodle manufacturers and major retailers are strengthening business relationships through instant noodle PBs.
AEON’s direct delivery way of PBs from manufacturers by building self-delivery system may affect food system of NBs which usually goes through wholesalers to retailers.
Recently, sales of instant noodle PBs by CVS and drugstores are increasing. It is expected relationships between manufacturers and CVSs and drugstores should be considered in future study of PBs distribution.