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Commodity Innovation Series - Snapshot of Opportunities in Japan's Grain Sector

May 2017

Commodity Innovation Series - Snapshot of Opportunities in Japan's Grain Sector (PDF Version, 160KB) | Help with downloadable formats

Market trends

Japan is the twenty-second largest importer of baked goods in the world

Factors of consideration

Recommendation for entry

Grains in bulk

Canada was the third largest supplier of cereals to Japan in 2016

Japan's feed industry relies almost entirely on imported grains

2015/2016 Production, '000 tonnes
Grain Production
Corn 1
Wheat 996
Rice 7900
Barley 177
Rye 0
2015/2016 Imports, '000 tonnes
Grain Import
Corn 14700
Wheat 5700
Rice 700
Barley 1300
Rye 25
2015/2016 Exports, '000 tonnes
Grain Export
Corn 0
Wheat 270
Rice 75
Barley 0
Rye 0

Sales of breakfast cereals in Japan grew by 11.8% in 2016

Breakfast cereal sales are expected to grow 18.8% from 2017 to 2021

Grains as an ingredient

Japan's innovation in food has produced cereal products that are gmo and preservative free, low calorie/fat, and fortified with calicium and fiber.

Japan's top companies to launch grain products from 2012 to 2016
Company Number of products launched
FamilyMart 1334
Circle K Sunkus 1100
Aeon 1016
Ministop 904
Ezaki Glico 869
Note: The top four players in the Japanese biscuit market hold 60.9% market share

Increase in healthy convenience foods

Growing claims:

  1. Ethical
  2. Limited edition
  3. No additives/preservatives
  4. Microwaveable
  5. Genetically Modified Organism (GMO)-free

Declining claims:

Focus on environmental & convenience packaging:

Top package type:

  1. Flexible
  2. Tub
  3. Bottle
  4. Flexible sachet
  5. Can

Top packaging material:

  1. Plastic unspecified
  2. Polypropylene plastic
  3. Metallised film
  4. Board plastic lined
  5. Polyethylene terephthalate plastic

Sixth largest innovative grain market in the world

Grain market  Description of this image follows.
Description
Product innovation rating scale
Innovation Criteria United States United Kingdom France Spain Germany Japan Canada Brazil China India
Relaunch 8 7 8 5 5 7 8 9 5 7
New product 14 14 13 17 16 14 13 12 16 14
Product line diversity 18 18 18 18 18 18 17 17 16 16
Health and wellness claims 20 20 20 18 19 18 18 18 19 19
Rating scale: Excellent (20-17), Very good (16-13), Good (12-9), Fair (8-5), Low (4-0)

Sources

How we can help

We offer multiple programs and services to help you achieve your international business goals, such as the Agri-Food Trade Service, AgriMarketing Program, and Canada Brand. International Trade Commissioners are also an excellent point of contact for export advice and can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions, and local business contacts.

Have we piqued your interest?

For more information on opportunities in Japan or to join our distribution list, contact Single Window at aafc.mas-sam.aac@canada.ca

Find out about our programs, services and tools to support your exporting efforts. Exporting from Canada

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