PB Festival may signal a price war in Japan’s supermarkets

Trial Holdings and Seiyu are further pushing private-label groceries as a strategic weapon rather than mere margin enhancers. The company’s nationwide “PB Festival”, running from 16 February to 1 March, bundled Trial prices, expanded shelf space and in‑store tastings for around 30 products from Seiyu’s Minasama no Osumitsuki range, including retort curries, cup noodles and frozen food. By jointly pushing “high quality at low prices”, Trial aims to achieve scale economies and stronger bargaining power against manufacturers, while training inflation‑weary shoppers to trade down permanently to store brands.