OVERVIEW
Japan, slightly smaller than California with a population of 127 million, represents one of the best opportunities in the world for U.S. exporters of food products.
Japan is the world’s largest net importer of food products, and the U.S. is the leading supplier of agricultural products to Japan. In 2010, Japan marked five years of growth of imports of U.S. food products, importing more than South Korea, China and Taiwan combined.
Japan is Wisconsin’s third largest agricultural export destination. In 2010, Wisconsin producers exported a total of $97 million worth of food and
agricultural products. Leading the exports were dairy products ($29 million), prepared meats ($14 million) and soybeans ($12 million).
Wisconsin companies interested in exporting to Japan should consider the following:
Are you ready to devote time and money to get to know the market and your potential customers?
Does your product fall within a food growth area or emerging trend?
Are you familiar with Japanese import requirements and food regulations?
Have you considered the differences between the U.S. and Japanese food markets?
Export Opportunities
Japan is a good market for products that fall within the following growth areas:
• Organic and naturally prepared foods/drinks and functional foods/drinks for the increasingly
health-conscious
• Prepared precooked foods for consumers looking for convenience
• Quality ingredients and conveniently prepared, semi-processed foods
• Obesity is not a major problem but diet consciousness is prevalent
• Foods that are packaged in smaller portion size
• Products in easy-to-open containers for the rapidly growing elderly population
