Over half of consumers intend to use PB mileage, over 80% among those who increased PB purchases -- After the "PB Shift" driven by price hikes, consumers seek a "participatory shopping experience"
A survey conducted by Dejicle Co., Ltd. revealed that over 80% of consumers who increased their private brand (PB) purchases due to rising prices intend to use mileage-type sales promotion functions. Notably, younger generations, particularly those in their 20s, also showed a desire to participate in product development at the same level as mileage initiatives, highlighting the importance of a "participatory shopping experience" in the PB market.
📋 Article Processing Timeline
- 📰 Published: April 27, 2026 at 19:00
- 🔍 Collected: April 27, 2026 at 10:31
- 🤖 AI Analyzed: April 27, 2026 at 11:18 (46 min after Collected)
Dejicle Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director CEO: Kazuyuki Furuya; Representative Director COO: Yusuke Imai), a group company of CARTA HOLDINGS Co., Ltd. and engaged in DX support business for the retail industry, conducted a survey on the actual usage of PB (private brand) products and the demand for sales promotion support functions, targeting 495 men and women with experience in purchasing PB products at supermarkets and drugstores.
The survey results revealed that among consumers who have increased their PB purchases due to rising prices, the demand for mileage-type sales promotion functions is exceptionally high. It was also found that for younger generations, especially those in their 20s, the desire for a new purchasing experience, "participation in product development," is valued at the same level as mileage initiatives.
Below is a summary of the main survey results. (Please refer to the white paper for detailed results)
Download the white paper here
◼️ **PB Shift Progressing Due to Rising Prices; Top Reasons for Selection are "Price" and "Cost Performance"**
Total reporting "increased" PB purchase frequency: 30.7%. In contrast, only 4.4% reported "decreased," confirming a unidirectional shift towards PB.
The top reason for choosing PB was "low price" (67.5%), followed by "high cost performance" (53.1%). "Wanting to save money due to the impact of rising prices" was also selected by 28.1%, indicating a trend where consumer consciousness towards protecting their livelihood is boosting PB demand.
In a scenario where consumers choose between a PB product (assuming approximately 20% lower price) and an NB (national brand) product in the same category, 47.3% chose PB. This significantly exceeds the 18.2% who chose NB, indicating that active PB choosers are becoming the mainstream among consumers.
◼️ **Overall 53.3% Intend to Use PB Mileage, Rises to 83.6% Among Consumers Who Increased PB Purchases**
* "PB Mileage" = A system where mileage is accumulated through PB product purchases and can be exchanged for benefits such as discount coupons and free tasting tickets.
Consumers who actively use PB products strongly seek "services that lead to savings" to continue choosing PB products. This suggests that PB mileage is particularly effective not for new acquisition, but for locking in active users and deepening their purchasing behavior.
Among "high loyalty consumers" with high attachment and trust in existing PB, the intention to use was 74.6%. This significantly surpasses the 17.6% of low loyalty consumers (a difference of +57pt), suggesting that this function can effectively promote retention among PB-preferring consumers.
**[Dejicle's View]**
PB mileage is a function that consumers who already choose PB products seek as their "next step." As an approach to "continue and deepen" PB habits born from rising prices through digital points, it has the potential to become an important measure for various retailers.
◼️ **Consumers in their 20s Seek a "Participatory PB" Experience — Voting and Feedback Functions on Par with Mileage**
* "PB General Election" = A function where customers can vote for PB products based on a set theme.
While overall participation intent for "PB General Election" remained at 41.0%, it was exceptionally high at 59% among consumers in their 20s (n=59). Participation intent for "PB Questionnaire" (a function to post purchase feedback for product improvement) also exceeded half, at 54% among those in their 20s.
Looking at functional priorities among consumers in their 20s, "PB Mileage" and "PB General Election" were neck and neck at 29% each. In contrast to other age groups where mileage was a clear focus, consumers in their 20s are presumed to value "savings" and "participation/co-creation" equally.
For Gen Z and Gen Alpha, accustomed to two-way communication with brands on social media, voting and expressing opinions for product development are likely accepted as natural purchasing experiences.
**[Dejicle's View]**
The younger generation's desire to participate in PB is seen not merely as high loyalty, but as an expression of "co-creative consumption" consciousness. The figures from this survey pose the question of whether designing experiences where young people can vote for or give opinions on PB products will lead to fostering the next generation of PB fans.
◼️ **Consumers Who Deliberately Don't Choose PB Are More Interested in Participatory Functions — A Gateway to "Future PB Fans"**
The survey found that consumers who chose NB in a scenario-based purchase showed more interest in participatory functions than active PB choosers.
Among PB non-purchasers (Survey B, n=83), the biggest reason for not purchasing was "never particularly considered it" (68.7%). This indicates that the barrier to purchase is "indifference" rather than dissatisfaction with quality, and opportunities for participation and expressing opinions could be a gateway to generating interest.
**[Dejicle's View]**
It can be inferred that a "system allowing opinions on PB" can function not only to deepen existing fan engagement but also as a point of contact for consumer segments who have not yet tried PB.
**Conclusion:** PB is transforming from "a place to buy cheaply" to "a brand to participate in and nurture."
The insights from this survey reveal...
The survey results revealed that among consumers who have increased their PB purchases due to rising prices, the demand for mileage-type sales promotion functions is exceptionally high. It was also found that for younger generations, especially those in their 20s, the desire for a new purchasing experience, "participation in product development," is valued at the same level as mileage initiatives.
Below is a summary of the main survey results. (Please refer to the white paper for detailed results)
Download the white paper here
◼️ **PB Shift Progressing Due to Rising Prices; Top Reasons for Selection are "Price" and "Cost Performance"**
Total reporting "increased" PB purchase frequency: 30.7%. In contrast, only 4.4% reported "decreased," confirming a unidirectional shift towards PB.
The top reason for choosing PB was "low price" (67.5%), followed by "high cost performance" (53.1%). "Wanting to save money due to the impact of rising prices" was also selected by 28.1%, indicating a trend where consumer consciousness towards protecting their livelihood is boosting PB demand.
In a scenario where consumers choose between a PB product (assuming approximately 20% lower price) and an NB (national brand) product in the same category, 47.3% chose PB. This significantly exceeds the 18.2% who chose NB, indicating that active PB choosers are becoming the mainstream among consumers.
◼️ **Overall 53.3% Intend to Use PB Mileage, Rises to 83.6% Among Consumers Who Increased PB Purchases**
* "PB Mileage" = A system where mileage is accumulated through PB product purchases and can be exchanged for benefits such as discount coupons and free tasting tickets.
Consumers who actively use PB products strongly seek "services that lead to savings" to continue choosing PB products. This suggests that PB mileage is particularly effective not for new acquisition, but for locking in active users and deepening their purchasing behavior.
Among "high loyalty consumers" with high attachment and trust in existing PB, the intention to use was 74.6%. This significantly surpasses the 17.6% of low loyalty consumers (a difference of +57pt), suggesting that this function can effectively promote retention among PB-preferring consumers.
**[Dejicle's View]**
PB mileage is a function that consumers who already choose PB products seek as their "next step." As an approach to "continue and deepen" PB habits born from rising prices through digital points, it has the potential to become an important measure for various retailers.
◼️ **Consumers in their 20s Seek a "Participatory PB" Experience — Voting and Feedback Functions on Par with Mileage**
* "PB General Election" = A function where customers can vote for PB products based on a set theme.
While overall participation intent for "PB General Election" remained at 41.0%, it was exceptionally high at 59% among consumers in their 20s (n=59). Participation intent for "PB Questionnaire" (a function to post purchase feedback for product improvement) also exceeded half, at 54% among those in their 20s.
Looking at functional priorities among consumers in their 20s, "PB Mileage" and "PB General Election" were neck and neck at 29% each. In contrast to other age groups where mileage was a clear focus, consumers in their 20s are presumed to value "savings" and "participation/co-creation" equally.
For Gen Z and Gen Alpha, accustomed to two-way communication with brands on social media, voting and expressing opinions for product development are likely accepted as natural purchasing experiences.
**[Dejicle's View]**
The younger generation's desire to participate in PB is seen not merely as high loyalty, but as an expression of "co-creative consumption" consciousness. The figures from this survey pose the question of whether designing experiences where young people can vote for or give opinions on PB products will lead to fostering the next generation of PB fans.
◼️ **Consumers Who Deliberately Don't Choose PB Are More Interested in Participatory Functions — A Gateway to "Future PB Fans"**
The survey found that consumers who chose NB in a scenario-based purchase showed more interest in participatory functions than active PB choosers.
Among PB non-purchasers (Survey B, n=83), the biggest reason for not purchasing was "never particularly considered it" (68.7%). This indicates that the barrier to purchase is "indifference" rather than dissatisfaction with quality, and opportunities for participation and expressing opinions could be a gateway to generating interest.
**[Dejicle's View]**
It can be inferred that a "system allowing opinions on PB" can function not only to deepen existing fan engagement but also as a point of contact for consumer segments who have not yet tried PB.
**Conclusion:** PB is transforming from "a place to buy cheaply" to "a brand to participate in and nurture."
The insights from this survey reveal...