100-Yen Shop Market Exceeds 1 Trillion Yen for 3 Consecutive Years; Growth Driven by 'Post-100 Yen' Strategy with 3,000 Store Increase in 10 Years

Teikoku Databank, Ltd. has conducted a survey and analysis of the domestic '100-yen shop' market.

SUMMARY The domestic '100-yen shop' market in FY2025 is projected to reach approximately 1.11 trillion yen, primarily driven by the top four major companies, exceeding 1 trillion yen for the third consecutive year. In addition to rising consumer frugality, the market's growth was supported by the expansion of mid-priced products (150-500 yen), including high-value-added goods such as DIY and outdoor supplies, functional kitchen tools, and beauty-related items.

[Target of Survey] The survey targets companies operating '100-yen shop' businesses in Japan. [Note] Data on corporate performance and other metrics were compiled based on Teikoku Databank's corporate overview files (COSMOS2, containing approx. 1.5 million companies) and corporate credit report files (CCR, containing approx. 2 million companies) as of March 2026, as well as external information. Note that some of the performance and store count data of each company includes estimates and projections.

'100-Yen Shop' Market Exceeds 1 Trillion Yen for 3 Consecutive Years

The market for '100-yen shops', where many daily necessities can be purchased with a single coin, is expected to reach 1.11 trillion yen (based on operator sales) in FY2025, centered around the top four major companies: Daiso, Seria, Can Do, and Watts. Following the previous year, it has surpassed the 1 trillion yen mark for the third consecutive year. The main factors for the market expansion include the solid demand for cheap daily household goods amid growing consumer frugality, as well as securing a position as entry-level models for gardening, DIY, and outdoor activities.

The growth rate is expected to be an increase of 2.7% year-on-year, slowing down from the previous year (6.8%). However, the market size has expanded 1.5 times from 736.9 billion yen 10 years ago (FY2016).

In terms of store networks, the number of stores operated by the top four companies is expected to reach 9,400 as of the end of March 2026, an increase of more than 200 stores from the previous year, and a 1.4-fold increase (approx. 3,000 stores) from 10 years ago. A wide lineup of stores—ranging from roadside stores in the suburbs and large stores in shopping malls to extremely small stores with minor floor space inside food supermarkets in recent years—continues to open at a pace of over 100 stores annually overall. On the other hand, small and medium-sized local 100-yen shops find it difficult to maintain the single '100-yen' sales price due to soaring raw material prices, leading to scattered cases of being unable to maintain existing stores, shrinking store networks, and withdrawals. A polarization trend is being observed between major chains and smaller businesses.

Profitability Enhanced Through 'Post-100 Yen' Approach

The 100-yen shop market in FY2025 has broadened its customer base through a diverse product genre composition. In addition to appealing to the 'cheapness' in price, product quality and design have been heavily reviewed. Offerings now range from products emphasizing hobbies like DIY and outdoor goods, to functional and time-performance (Taipa) focused household goods like microwave cookers, highly designed beauty items, and stationery and handicraft items like stickers. Particularly in hobby areas like DIY and outdoors, by capturing the outdoor boom that expanded since the COVID-19 pandemic, they provide products that are easier to pick up in terms of price compared to expensive dedicated manufacturer products.