【GMO Customer Satisfaction Ranking】Seijo Ishii Takes Overall First Place in Private Brand (Supermarket Category)
GMO Research & AI Inc., part of the GMO Internet Group, announced the results of its "GMO Customer Satisfaction Ranking" for the "Private Brand (Supermarket Category)" on May 1, 2026. Seijo Ishii secured the top spot, highly praised for its "quality" and "product variety," which contributed to its overall first-place ranking.
📋 Article Processing Timeline
- 📰 Published: May 1, 2026 at 20:00
- 🔍 Collected: May 1, 2026 at 11:31
- 🤖 AI Analyzed: May 1, 2026 at 22:23 (10h 51m after Collected)
GMO Research & AI Inc. (Representative Director and President: Takehiro Ogita) of the GMO Internet Group announced the ranking results for the "Private Brand (Supermarket Category)" (*1) in its "GMO Customer Satisfaction Ranking" on Friday, May 1, 2026. Seijo Ishii was crowned the overall No. 1 in the Private Brand (Supermarket Category) comprehensive ranking, which reveals services that users are truly satisfied with.
Seijo Ishii achieved two crowns in the item-specific rankings for "good quality" and "richness of products." Although it did not reach the top in "satisfaction with price," which users value most, the support for its "good quality" and "richness of products," surpassing other private brands (PB), led to its overall No. 1 ranking.
The "GMO Customer Satisfaction Ranking" conducts surveys based on strict methodologies, targeting only those who have actually used specific services or products. It is published as a highly reliable ranking that visualizes corporate brand value, aiming to provide trustworthy and objective evaluation indicators in an era of information overload.
(*1) Brands that meet all the following conditions:
(1) Retailers (supermarkets) that handle their own planned and manufactured brand products.
(2) Operate stores in multiple prefectures.
(3) Sales channels are basically limited to their own stores or group stores and websites.
*However, retailers that only sell their own brand products are excluded.
【Survey Overview】
・Survey Organizer: GMO Research & AI Inc.
・Survey Method: Online survey
・Number of Respondents: 10,076 people
・Number of Ranked Responses: Minimum 100 respondents per ranked company
・Survey Period: November 14, 2025 – December 9, 2025
・Target Audience:
- Gender: Not specified
- Age: 18-84 years old
- Region: Nationwide
- Condition: People who have purchased and used PB products (private brands) from retail stores 5 or more times in the past year.
・Number of Companies/Services Surveyed: 30 (*2)
・Definition: Brands that meet all the following conditions:
(1) Retailers (supermarkets) that handle their own planned and manufactured brand products.
(2) Operate stores in multiple prefectures.
(3) Sales channels are basically limited to their own stores or group stores and websites.
*However, retailers that only sell their own brand products are excluded.
(*2) The surveyed companies were selected primarily based on desk research conducted independently by our company, focusing on companies and services believed to have a large number of users. In addition, some companies and services mentioned in free-form responses by survey respondents were also included.
【Ranking Results】2026 "Private Brand (Supermarket Category)"
https://r-portal.gmo-research.ai/ranking/details/pb-super_2026/
■Overall Ranking (Top 3)
In the overall ranking of the "Private Brand (Supermarket Category)," Seijo Ishii shone as No. 1, leading the second place by 0.70 points. Seijo Ishii also secured first place in "good quality" with 81.97 points and in "richness of products" with 77.49 points in the item-specific rankings, garnering overwhelming support in both quality and assortment. Users highly praised its unique commitment to quality, which is not found in other supermarket PBs, and its extensive lineup, similar to a department store basement. Although it lagged behind cost-focused PBs in terms of price satisfaction, the value of "deliciousness" and "richness of assortment" continued to make it the choice of users, leading to its overall No. 1 ranking.
・"There are many delicious foods available, and there are products with a commitment to good quality." (Female, 50s)
・"From seasonal items to healthy ones. The lineup, from trendy to comforting products, is spot on." (Female, 40s)
・"Delicious ingredients, bento boxes, etc., are as abundant as in a department store basement. The taste is also delicious, and I love it." (Female, 40s)
・"I mainly buy salads and sweets. Although they are a bit expensive, the quality is good, and the taste is always reliable, so I feel secure." (Female, 40s)
・"The price is higher compared to other PB products, but I think the deliciousness and quantity are the best among other PB products." (Male, 50s)
*Some comments have been edited for readability.
OK Original, in second place, ranked first in "satisfaction with price" (75.64 points) and second in "ease of access." High price competitiveness and accessibility were frequently cited reasons for its support, receiving strong backing from users who prioritize cost performance.
Seijo Ishii achieved two crowns in the item-specific rankings for "good quality" and "richness of products." Although it did not reach the top in "satisfaction with price," which users value most, the support for its "good quality" and "richness of products," surpassing other private brands (PB), led to its overall No. 1 ranking.
The "GMO Customer Satisfaction Ranking" conducts surveys based on strict methodologies, targeting only those who have actually used specific services or products. It is published as a highly reliable ranking that visualizes corporate brand value, aiming to provide trustworthy and objective evaluation indicators in an era of information overload.
(*1) Brands that meet all the following conditions:
(1) Retailers (supermarkets) that handle their own planned and manufactured brand products.
(2) Operate stores in multiple prefectures.
(3) Sales channels are basically limited to their own stores or group stores and websites.
*However, retailers that only sell their own brand products are excluded.
【Survey Overview】
・Survey Organizer: GMO Research & AI Inc.
・Survey Method: Online survey
・Number of Respondents: 10,076 people
・Number of Ranked Responses: Minimum 100 respondents per ranked company
・Survey Period: November 14, 2025 – December 9, 2025
・Target Audience:
- Gender: Not specified
- Age: 18-84 years old
- Region: Nationwide
- Condition: People who have purchased and used PB products (private brands) from retail stores 5 or more times in the past year.
・Number of Companies/Services Surveyed: 30 (*2)
・Definition: Brands that meet all the following conditions:
(1) Retailers (supermarkets) that handle their own planned and manufactured brand products.
(2) Operate stores in multiple prefectures.
(3) Sales channels are basically limited to their own stores or group stores and websites.
*However, retailers that only sell their own brand products are excluded.
(*2) The surveyed companies were selected primarily based on desk research conducted independently by our company, focusing on companies and services believed to have a large number of users. In addition, some companies and services mentioned in free-form responses by survey respondents were also included.
【Ranking Results】2026 "Private Brand (Supermarket Category)"
https://r-portal.gmo-research.ai/ranking/details/pb-super_2026/
■Overall Ranking (Top 3)
In the overall ranking of the "Private Brand (Supermarket Category)," Seijo Ishii shone as No. 1, leading the second place by 0.70 points. Seijo Ishii also secured first place in "good quality" with 81.97 points and in "richness of products" with 77.49 points in the item-specific rankings, garnering overwhelming support in both quality and assortment. Users highly praised its unique commitment to quality, which is not found in other supermarket PBs, and its extensive lineup, similar to a department store basement. Although it lagged behind cost-focused PBs in terms of price satisfaction, the value of "deliciousness" and "richness of assortment" continued to make it the choice of users, leading to its overall No. 1 ranking.
・"There are many delicious foods available, and there are products with a commitment to good quality." (Female, 50s)
・"From seasonal items to healthy ones. The lineup, from trendy to comforting products, is spot on." (Female, 40s)
・"Delicious ingredients, bento boxes, etc., are as abundant as in a department store basement. The taste is also delicious, and I love it." (Female, 40s)
・"I mainly buy salads and sweets. Although they are a bit expensive, the quality is good, and the taste is always reliable, so I feel secure." (Female, 40s)
・"The price is higher compared to other PB products, but I think the deliciousness and quantity are the best among other PB products." (Male, 50s)
*Some comments have been edited for readability.
OK Original, in second place, ranked first in "satisfaction with price" (75.64 points) and second in "ease of access." High price competitiveness and accessibility were frequently cited reasons for its support, receiving strong backing from users who prioritize cost performance.