Aeon to Cut Prices on 145 Private-Brand Items by Up to 40% from September for Limited Period; 115 Items to Get Larger Sizes — BigGo Finance

As rising prices continue to squeeze household budgets, Aeon will cut prices on 145 food and daily necessity items under its private brand (PB) “Topvalu” for a limited period starting in September. From September 16, the company will also increase package contents for 115 items while keeping prices unchanged. According to a private research firm, approximately 4,500 food and beverage items are scheduled for price increases in September, and Aeon aims to draw in customers by putting affordability front and center.

The price cuts primarily target food products and daily necessities, with reductions ranging from 2% to 40%. Toilet paper will be reduced from 568 yen to 498 yen before tax. The promotional period varies by product, ranging from 3 to 29 days.

Specific examples include “Topvalu Best Price Hokkaido Fresh Cream Rich Cream Stew,” which will be reduced from 159 yen to 127 yen through September 15, and “Topvalu Green Eye Organic Shredded Bamboo Shoots in Water,” which will be cut from 159 yen to 105 yen through September 8.

For the size-increase initiative, frozen fried shrimp will get four additional pieces while the price remains unchanged. As part of efforts to reduce food waste, Aeon will also introduce new products that allow consumers to use only what they need when they need it, such as freezable natto and tube-type tomato mix sauce.

Key Price Cuts and Size Increases

Note: Duration varies by product.

Background and Objectives

In September, approximately 4,500 food and beverage items are expected to see price increases, according to a private research firm’s tally, further intensifying consumers’ cost-saving mindset. By simultaneously rolling out price cuts and size increases on PB products, Aeon aims to clearly demonstrate “value for money” amid the wave of price hikes and strengthen the incentive for customers to visit its stores.

By adopting a limited-time format, the company seeks short-term promotional impact while complementing the “value” message—which price cuts alone may not fully convey—through effective per-unit price reductions via larger package sizes. The introduction of freezable products also responds to the social demand for reducing food waste.

This initiative, which balances easing household burdens with driving store traffic, represents one direction in the pricing strategies that retailers are exploring amid prolonged inflation.