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Pandemic sparks transformation in Japan's retail marketing

Supermarkets forced to sell fewer products as consumers spend less time shopping

Customers are spending less time at supermarkets, deciding what to buy before they shop in order to adhere to social distancing guidelines.

TOKYO -- The number of products in Japan's supermarkets is decreasing.

Nikkei analyzed the data of Nikkei POS, a database of retail prices and sold volumes at stores in Japan, and learned that in 2020, the number of products decreased in about 70% of the food and everyday items.

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