After World War II, when school lunches were introduced in elementary schools and children began drinking milk, milk consumption at home also increased. At this time, most distribution was by home delivery. However, as the number of supermarkets in urban areas started to grow as of 1965, the volume of milk sales from such outlets sharply increased. Then, beginning around 1975, convenience stores began handling milk and the volume of milk sold through home delivery services accordingly decreased.

Source: Agriculture and Livestock Industries Cooperation , TPJ
Note:Estimated share values



The sales price of milk is on a declining trend with each passing year.The percentage of 1-liter milk cartons sold at or less than 200yen in grocery stores was 39.0% in 1992 and 69.9% in 2002.Sales percentage of those sold at or less than 180yen, which was only 7.8% ten years ago, has increased up to 46.5% in 2002.


Source: "Survey of Price Trends for Milk" :Agriculture & Livestock Industries Corporation
 
Regarding the price of milk in grocery stores, the retail price is 183.0yen and the purchase price is 149.7yen. The gross profit margin rate is 18.2%. One-liter milk cartons constitutes 88.4% of the sales figures with the retail price of 189.1yen, the purchase price of 155.3yen, and the gross profit margin rate of 17.8%.
 

The Prices Shapes at a Supermarket(2000)
 
200ml
(paper)
500ml
(paper)
1000ml
(paper)
rate of selling quantity (%)
2.7
6.7
88.4
cost price(yen)
52.1
101.6
155.3
retail price(yen)
69.0
125.6
189.1
gross profit(yen)
16.9
24.0
33.7
rate of gross profit(%)
24.5
19.1
17.8
Source: "Survey of Price Trends for Milk"
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