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While Japanese consumers race to find cheaper deals amid inflation, some food companies have increased sales of pricier items thanks to savvy marketing.

Japanese food makers find shoppers are ready to swallow higher prices

Costlier products outsell cheaper ones in nearly half of categories in study

HIROKI SAKURAGI and YUSUKE YAGI, Nikkei staff writers | Japan

TOKYO -- Steadily rising inflation has sent Japanese consumers scrambling to find cheaper deals on goods and services, but some food companies have succeeded in raising prices without losing market share thanks to shrewd sales strategies.

In October, pricier products outsold cheaper ones in 45% of 156 food categories, according to joint research by UTokyo Economic Consulting and Nikkei. Higher prices also helped producers increase revenues in 28% of these categories.

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