Japanese shoppers value freshness over local labels in fruit purchases, survey shows

JAPAN – Japanese consumers are more concerned with how fresh and healthy their food is than where it comes from, according to a recent survey by Gurunavi, a Japanese restaurant guide platform.

This shift in consumer focus may influence how African fruit exporters approach the Japanese market.

The survey revealed that nearly 90 per cent of respondents said they preferred domestically grown rice, but this support fell sharply when it came to fruit, meat, and seafood.

Only 40 per cent said they made an effort to buy local in those categories. When it came to fruit, about 30 per cent of those surveyed said they had no preference about where it came from.

“The most important thing is that the fruit is fresh and doesn’t go to waste. I don’t mind if it’s from overseas, as long as it tastes good and is safe,” said Miki Yamamoto, a Tokyo resident and mother of two.

Access to local produce also appeared to be a problem. Many respondents noted that domestic fruit and vegetables were not always easy to find in stores. This could be a factor pushing shoppers to consider imported options.

Price also played a role in decision-making, though not as strongly as one might expect. Just over half of the respondents said that affordability influenced their choices.

Still, the survey showed that spending on essentials like rice, vegetables, and meat has gone up by at least ¥400 (US$2.80) a month compared to the previous year.

Fresh opportunities for African exporters

This trend could benefit African exporters who are already supplying fruit to the Japanese market. Countries like Kenya, South Africa, and Egypt have established themselves as key suppliers of fresh produce to Japan.

South Africa leads the pack with strong citrus and grape exports. Kenya sends avocados, mangoes, and green vegetables through firms like Vegpro Kenya and Mula Export Ltd. Egypt has gained attention for its oranges.

“Japan is a premium market, and quality matters more than just a label. We ensure our fruits arrive fresh, clean, and ready to sell,” said James Odhiambo of Mofarm Fresh Fruits Exporters Ltd in Nairobi.

According to recent trade data, Japan’s total imports from Africa are growing. In 2023, South Africa alone exported over one trillion yen (USD 7.04 billion) worth of goods to Japan.

The message is clear: if exporters can maintain high quality and freshness, Japanese consumers will keep buying – no matter where the fruit is grown.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.