The Growing Taste for Organic Food in Japan
In recent years, the United Nations Sustainable Development Goals have made a significant impact on various sectors in Japan. For agriculture and food production, this has prompted the proliferation of organic and natural food stores, particularly in major urban areas. Home delivery services, online shopping, and direct-from-farm websites have also seen a surge in popularity. While Japanese producers increasingly focus on environmentally conscious food products, the question remains: is this a passing trend, or will organic farming become a permanent fixture in Japan's agricultural landscape?
The United Kingdom is often considered one of the pioneers of organic food production, with many well established brands. There is now an opportunity for expansion into the Japanese market, but understanding the organic regulations and Japanese consumer attitudes is essential.
Supporting Japanese producers and consumers to choose organic
In May 2021, Japan's Ministry of Agriculture, Forestry, and Fisheries (MAFF) unveiled its Measures for Achievement of Decarbonization and Resilience with Innovation. It became known as MeaDRI or midori, which means ‘green’ in Japanese. MeaDRI set a goal to expand organic agriculture to 25% of farm land (1 million hectares) by 2050. This is a significant increase from the 0.6% dedicated to organic farming in 2020.
Japan is making efforts to achieve this ambitious target. PR campaigns have been developed targeting both producers and consumers. Seminars and focus groups have been held for farmers. There has also been investment in technological innovations to improve efficiency and investment in logistics to reduce food loss.
An awareness survey conducted by Japan’s MAFF revealed that interest in environmentally conscious products was higher among the younger generation. However, many young respondents still claimed not to be concerned about global environmental issues or did not choose environmentally friendly agricultural and food products. To increase demand, it is essential to engage the interest of these indifferent young consumers.
Interestingly, the survey found that the older generation, particularly women, were more likely to choose environmentally conscious agricultural and food products. When asked why, these respondents cited reasons such as believing in the higher quality of these products, wanting to support producers, and perceiving these products as contributing to better health. This suggests that there is potential for increased demand from women in Japan, if the right strategies are employed emphasising quality and health.
However, the survey also revealed that a significant proportion of respondents across all age groups felt they lacked information to make informed choices, and this discouraged them from buying environmentally conscious products. Additionally, concerns about whether products were genuinely environmentally friendly and the perception of high prices were other factors that deterred consumers from choosing these products. These issues represent challenges that need to be addressed to further promote organic foods in Japan.
How to export organic products to Japan
Understanding the definitions of ‘Organic’ in Japan
Organic standards and certification differ from country to country. In Japan, organic agriculture is defined by the Law Concerning Promotion of Organic Agriculture (Law No. 112 of 2006). It stipulates that organic agriculture involves farming practices that minimise environmental impact, primarily by refraining from chemically synthesised fertilisers, pesticides and genetically modified organisms.
Organic agricultural products in Japan are governed by the Japanese Agricultural Standard for Organic Plants (JAS) based on Codex Alimentarius guidelines. These products must be produced without the use of prohibited pesticides, chemical fertilisers or genetic engineering. They must also undergo organic management for at least two years (or three years for perennial crops) before harvest.
Organic processed foods in Japan must be made using 95% or more organic agricultural ingredients and be manufactured in a way that prevents the mixing of non-organic ingredients or substances.
Organic food certification and importation
To sell organic agricultural products and organic processed foods with the labels 有機 (organic) or オーガニック(organic) in Japan, it is essential to affix the ‘Organic JAS Mark’ to the products. This organic certification process for importing products to Japan typically involves two methods:
Organic products from countries with recognized equivalence to Japanese organic standards can be imported by authorised importers who will attach the Organic JAS Mark and distribute them in Japan.
Overseas organic products certified with the Organic JAS Mark by Japanese organic certification bodies can be imported and distributed in Japan.
The United Kingdom is recognized by Japan for organic equivalence. However, this recognition primarily applies to organic agricultural products and organic processed foods.
Uncover the potential of Japan’s organic food market
The organic food market in Japan is growing, with an increasing number of consumers opting for organic products. As of 2022, 32.6% of consumers reported using organic food at least once a week, showing a significant increase from 17.5% in 2017. This trend can be attributed to growing awareness of environmental sustainability, health consciousness, the influence of global goals like the Sustainable Development Goals and the impact of the COVID-19 pandemic.
The potential for organic food in Japan is promising, and with the right approach, UK organic food companies can play a significant role in shaping the future of this market.
If you're considering entering the Japanese market with organic products, thorough research and adherence to local regulations are crucial. Information regarding imports and regulations may change, so it's essential to stay informed and adapt your strategy accordingly. Partnering with experienced importers or seeking assistance from organisations and authorities that support organic exports can streamline the process and help you navigate the complexities of the Japanese market.
Pointblank Promotions can provide tailored support to companies wishing to expand into the Japanese market. Please feel free to contact us to discuss your needs using the enquiries link below.
Contact us — Pointblank Promotions Ltd
This article was created in partnership by ChatGPT and humans from Pointblank