【ASA配送】なぜ野菜売り場は入り口にあるのか｜【ASA Delivery】Why Are Vegetable Sections Located Near the Entrance?
Why Are Vegetables Placed Near the Entrance?
Understanding Economics at the Supermarket
By Kazuo Shiratori
ISBN: 9784022953155
Price: ¥990 (tax included)
Release Date: November 13, 2025
Paperback, 232 pages, Shincho 1030 series
Rising rice prices, climate crisis, labor shortages, relentless price hikes, Trump tariffs...
Supermarkets are a microcosm of Japanese society!
Unravel the present state of Japan and the world through questions hidden in the aisles.
"Why did the Reiwa rice crisis happen?"
"How long will food price hikes last?"
"How do they decide when to put half-price stickers on items?"
"How do Trump tariffs impact household budgets?"
"Why are aisles arranged 'Vegetables → Fish → Meat → Milk → Bread'?"
A thorough dissection of Japan's 25 trillion yen growth market: 23,000 stores nationwide, employing 1.1 million people!
More than just shopping—a supermarket theory for smarter living.
【Table of Contents】
Chapter 1: Why is the vegetable section at the entrance? — Understanding supermarket mechanics
・A business model unaffected by economic cycles
・Aeon dominates; Life leads among specialty chains
・A store's strength revealed by its "Golden Zone" assortment
・The "magnet strategy" guiding customers deeper into the store
・Updating aisles to meet time-saving demands... and more
Chapter 2: Is the "Japanese Shifting Away from XX" Phenomenon Really Happening? — Understanding Lifestyle Changes Through Supermarkets
・Consumption Centered on Those in Their 50s and 60s
・Frozen Food Market Expanded Nearly 40% in 10 Years
・Ready-Made Meal Market Revived Due to "Cooking Fatigue" During the Pandemic
・Spending on Rice Declined 40% in 20 Years
・The Reason Behind the Reiwa Rice Controversy... and More
Chapter 3: Why Are Drugstore Foods So Cheap? — Understanding Japan's Economy Through Supermarkets
・The background of low wages in retail
・Seniors who get flustered at self-checkouts
・The worsening problem of "shopping-disadvantaged" people in rural areas
・Why won't food costs stop rising?
・High-income households buy pasta; low-income households buy udon and soba …… and more
Chapter 4: Why Do We Buy Things We Don't Need? — Understanding Consumer Psychology at the Supermarket
・80% of Customers Buy "Unplanned Items"
・Not Every Product Needs to Feel "Cheap"
・20% of Regular Customers Generate 80% of Profits
・Neuromarketing Appeals to the "Subconscious"
・Private Brands: More Than Just Cheap … and more
Chapter 5: Could Food "Buying Defeats" Become a Security Risk? — Understanding Global Affairs at the Supermarket
・"Plant-Based Meat" Expanding Beyond Vegans
・70% of Customers Say "No Bag, Please"
・Geopolitical Risks Adding to Resource Inflation
・Energy Issues Worsened by the Ukraine Invasion
・Trump Tariffs and Food Prices... and more
Chapter 6: Will AI Make "Half-Price Stickers" Disappear? — Understanding the Future at the Supermarket
・From Scanning to Payment: All Done with Your Smartphone
・AI Decides Discounts on Prepared Foods
・Can "Cultured Meat" Solve Food Problems?
・The Never-Ending "2024 Logistics Problem"
・The Limits of the "Get Customers to Come to the Store" Business Model ... and more
なぜ野菜売り場は入り口にあるのか
スーパーマーケットで経済がわかる
白鳥 和生 著
ISBN：9784022953155
定価：990円（税込）
発売日：2025年11月13日
新書判並製 232ページ 新書1030
コメ高騰、気候危機、人手不足、値上げ地獄、トランプ関税……
スーパーは日本社会の縮図だ！
売り場に潜む疑問から、日本と世界の現在を読み解く。
「令和のコメ騒動はなぜ起きた？」
「食料品の値上げはいつまで続く？」
「半額シールを貼るタイミングはどう決まる？」
「トランプ関税の家計への影響は？」
「売り場が『野菜→魚→肉→牛乳→パン』の順になっている理由は？」
全国2万3000店舗、110万人が働く、25兆円の成長市場を徹底解剖！
買い物だけじゃもったいない、賢く生きるためのスーパーマーケット論。
【目次】
第1章 なぜ野菜売り場は入り口にあるのか？ ――スーパーマーケットの仕組みがわかる
・景気に左右されないビジネスモデル
・イオンが一大勢力、専業ではライフが首位
・「ゴールデンゾーン」の品揃えで店の実力がわかる
・客を奥まで誘導する「マグネット戦略」
・タイパ需要で売り場をアップデート ……ほか
第2章「日本人の○○離れ」は本当に起きている？ ――スーパーマーケットで暮らしの変化がわかる
・消費の中心は50〜60代
・冷食市場が10年で4割近く拡大
・コロナ禍の「料理疲れ」で惣菜市場が復活
・コメへの支出は20年で4割減
・令和のコメ騒動が起こった理由 ……ほか
第3章 ドラッグストアの食品が安い理由は？ ――スーパーマーケットで日本経済がわかる
・小売業の低賃金、その背景
・セルフレジで焦ってしまう高齢者
・深刻化する地方の「買い物弱者」問題
・なぜ食費の高騰は止まらないのか
・高所得層はパスタ、低所得層はうどん・そばを買う ……ほか
第4章 どうして余計なものまで買ってしまうのか？ ――スーパーマーケットで消費者心理がわかる
・客の8割が「予定していなかったもの」を買う
・すべての商品で「安い」と感じさせる必要はない
・2割のお得意客で利益の8割を稼ぎ出す
・「無意識」に訴えるニューロマーケティング
・安いだけじゃない、プライベートブランド ……ほか
第5章 食の「買い負け」が安全保障リスクに？ ――スーパーマーケットで世界情勢がわかる
・ヴィーガン以外にも広がる「植物肉」
・7割の客が「袋いりません」
・資源インフレに加わった地政学リスク
・ウクライナ侵攻で深刻化したエネルギー問題
・トランプ関税と食料価格 ……ほか
第6章 AI導入で「半額シール」が消える？ ――スーパーマーケットで未来がわかる
・商品読み取りから決済までスマホで完結
・AIが惣菜の値引きを決める
・「培養肉」は食料問題を解決するか？
・終わらない「物流の2024年問題」
・「店に来てもらう」ビジネスモデルの限界 ……ほか
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