During 2019 demand had fallen for fruits for a variety of reasons. As with vegetables and other fresh foods, the growing number of small and single-person households had been stimulating a steady shift towards packaged and processed fruits which are often easier to prepare and have a longer shelf life than fresh fruits.
In Japan, while accounting for the majority of sales, unpackaged products are suffering from consumers’ strong preference for packaged products that are considered to be much more hygienic options. This trend was boosted further in 2020 by the onset of COVID-19, with consumers preferring fruits packaged in plastic in order to avoid transmission of the virus from touching the surface of fruits.
The Japanese Ministry of Health, Labour, and Welfare (MHLW) recommends a daily intake of 200g of fruits per day, but many consumers in Japan continue to fall short of this target. In order to redress this situation, the government and the private sector has looked to promote an increased consumption of fruits through various campaigns.
Fruits is expected to experience positive growth in all channels except retailing in 2021 as the category begins to rebound from the pandemic. However, growth is set to fall away across all channels by the end of the forecast period as the category reverts to historical consumption patterns.
While most categories within fruits are expected to contract towards the end of the forecast period, some such as banana will buck this trend. Most bananas are imported into Japan from the Philippines and unlike many other fruits benefit from a more affordable price, with this seen as the primary reason for the category’s strong position.
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Understand the latest market trends and future growth opportunities for the Fruits industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fruits research and analysis database.
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