As a result, imports of certain specific protected commodities are still low, although indications are that this will change. Specifically, imports of dairy products and sugars are expected to increase in the near future. The effect is a consumerperception that retail prices are simply too high or lack meaning. This destruction of price setting at a retail level has manufacturers moving to an open pricing system. It has the further result of increasing the bargaining power of distributors, shifting power from the manufacturing sector to the distribution sector.
Open pricing is, therefore, changing the structure of Japan s complex distribution system.
Other reasons for lower food prices include the increase in comparatively priced imports and the use of lower priced imports for private brands. Today, more Japanese seem to prefer the bitter and richer-tasting alcoholic beverages. Both dark beer and red wine are rapidly increasing market share. In contrast to a general decline in prices, some imports are experiencing price increases. A California wine for instance, has increased its market price from 480 to 600 yen.