Total volume sales of vegetables are expected to record weak growth over the forecast period, and are unlikely to recover to pre-pandemic levels by 2028 considering the continuous decline in Japan’s population. The country’s birth rate has been declining for decades, due to an increase in the number of unmarried people and late marriages, while the number of new born babies in 2022 reached its lowest level for the first time since the start of statistical records in 1899.
While the daily vegetable intake target recommended by the Japanese Ministry of Health, Labour and Welfare (MHLW) is 350g per day, according to The National Health and Nutrition Survey conducted in 2019 by Ministry of Health, Labour and Welfare, the average vegetable intake in Japan was only 280g per day, which is around 70g short of the target. In an attempt to encourage higher daily vegetable intake per person, various initiatives have been taken in recent years.
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Understand the latest market trends and future growth opportunities for the Vegetables industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vegetables industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Vegetables
This is the aggregation of cauliflowers/broccoli, maize, tomatoes, onions and other vegetables. Only include fresh uncooked and unprocessed vegetables (packaged and unpackaged) and unpackaged processed vegetables, eg. salted vegetables sold from open markets. All packaged/processed vegetable products are excluded.
See All of Our DefinitionsThis report originates from Passport, our Vegetables research and analysis database.
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