Fruits in Japan saw a return to growth in total volume terms in 2021, after seeing a significant decline in 2020. In 2020, sales of fruits experienced a significant decline amidst the pandemic, as foodservice and institutional sales saw a notable fall during the first half of the year at the height of the COVID-19 pandemic.
In recent years, Japan experienced a huge boom in fruit sandwiches, sandwiches made by putting fresh fruit and whipped cream in between two slices of bread, as well as fruit daifuku, Japanese traditional sweet rice cakes filled with fruits and sweet red bean pastes. Both of these have been around in Japan for decades, but they gained renewed attention in recent years, as product varieties increased, with specialty stores opening one after another, which helped to retain consumers’ interest in fresh fruits.
Total volume sales of fruits are expected to see growth over the forecast period, but are not set to recover to the pre-pandemic level even by the end of the forecast period in 2026. Retail volume sales are projected to see a slow and stable decline over the forecast period due to the increasing popularity of frozen processed fruits.
One possible driver of growth for the category over the forecast period will be premium fruits, which gained traction in Japan in recent years. Grapes especially have a lot of popular premium varieties.
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This is the aggregation of fresh apples, bananas, cherries, cranberries & blueberries, grapefruit & pomelo, grapes, kiwi fruit, lemons & limes, oranges, tangerines & mandarins, peaches & nectarines, pears &quinces, plums & sloes, pineapples, strawberries and other fruits, whether sold packaged or unpackaged. Large fruit, such as watermelons and melons, cut and packed by retailers at their premises are also included. All other packaged, processed fruit products such as fresh cut fruits marketed as fresh fruit snacks and salads, cut frozen fruits and berries, jams & preserves, canned/preserved fruits, dried fruits and fruit snacks and fruit juices and juice drinks are excluded.See All of Our Definitions
This report originates from Passport, our Fruits research and analysis database.
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