Food Export to Japan

Food Export to Japan

Japanese processors, wholesalers, restaurant chains, supermarkets and premium food stores are proactively looking for new products that are safe, price-competitive and uniquely value-added overseas. Consumer buying patterns continue to influence demand, procurement and marketing.

Trends and opportunities include:
• Ageing demographic: Japan’s ageing population and rising single person households is increasing the demand for food products such as ready-to-eat meals.
• Unique products: Wholesalers look for products that are ‘interesting’ for consumers. ‘Unique’ and ‘high quality’ attributes are seen as strong selling points and are often used in marketing strategies. For instance, in many cases, products with a distinct ‘Australian’ flavour or feature are at an advantage
• Seasonal gifts: There is a strong gift culture in Japan around seasonal events such as Valentine’s Day, Christmas, New Year and Obon. Opportunities are open for food products that can be tailored to meet this seasonal demand.
• Natural products: The natural and organic market continues to gradually expand, opening up new opportunities. The emphasis is on natural ingredients which minimise additives and preservatives. Australian products in this area remain well regarded in terms of quality. However, competitive pricing remains a challenge.
• Sweets and snacks: Demand for confectionery and savoury snacks remain high with the focus on quality and uniqueness rather than the overall size of the product.
• Health food: Demand for healthy food is increasing due to an ageing and more health-conscious population. In response, Japanese manufacturers are focusing on healthy, functional and anti-ageing products.
• Growing cities: There is a growing demand for high quality, gourmet and uniquely packaged food products in some of Japan’s major cities. For example, as Japan’s overall population continues to decline, Tokyo’s population is expected to expand.