According data from ASOEX, Chile sent to the Japanese market about 30 thousand tons of fresh fruits during the 2015-2016 season. The main exports were lemons, table grapes, kiwis, and blueberries.
Japan is the world's third largest economy, mainly linked to the service, technology, and innovation industries. Agriculture accounts for only about 1 percent of Japan's economy. The country mainly grows rice and green tea crops and is dependent on food imports; Chilean fruit imports stand out and can increase their presence in Japan. Chile is the main supplier of fresh grapes in Japan, although the Chilean fruit product with the highest shipping volume is lime.
According to a report from Direcon, among the countries that have a trade agreement with Chile, Japan was the fourth biggest destination for Chilean products during 2016.
Promotions are a key factor
According to experts, promotional actions are "key to boost sales and highlight Chile as a reliable supplier of safe and healthy food in Japan."
In this context, Charif Christian Carvajal, the Marketing Director of ASOEX for the Asian and European markets, placed special emphasis on the promotion of Chilean table grapes, olive oil, and national wines, within the framework of the Chilean Fair campaign, held at Nissin World Delicatessen in Higashi-Azabu, Tokyo, between April 22 and 23.
Carvajal also stated that they "had carried out other promotional activities at points of sale of the main Japanese stores, including 144 days of activations, integrating, for the first time, a contest in which people who purchase Chilean table grapes can win Chilean wine."
Nissan World Delicatessen is one of the most important points of sale in Tokyo, specialized in offering various imported products to it clientele.
The promotional activities have been organized by Chile's Association of Fruit Exporters AG, together with ProChile and the Ministry of Agriculture.
In this regard, ProChile's Commercial Director in Japan, Mikhael Marzuqa, spoke with SimFRUIT within the framework of ENEXPRO 2017, and stated that his office had given significant support to "the promotions of fresh grapes, blueberries and, currently, of citrus, particularly of lemons, oranges, and clementines. We are implementing tastings at retail outlets so that consumers know that Chile is a major producer and exporter of citrus."
The representative of Chile said that, in the next few months, they would carry out "at least two key tasting events, where we'll have a chef who will teach journalists, nutritionists, gastronomy students, and other people how to integrate Chilean citrus to the Japanese diet in cocktails, snacks, appetizers, entrees, and desserts. Everything will be presented in a creative and tasty way."
He also said that they were working with ASOEX to carry out a fruit promotion to commemorate the 120 years of bilateral relations between Chile and Japan and the 10 years of the implementation of the Economic Cooperation Agreement between both countries.
Japanese consumers
Japan has more than 126 million inhabitants, 48% of which are men and 51% women. The country has a negative population growth. The population's age concentrates from 25 years upwards, and the heads of family are, on average, 56 years old.
Japan's population is ageing, and this increases opportunities in the silver services sector (in allusion to the consumer's white hair or silver temples); services for a healthy and wealthy elderly, where the food sector plays a key role, as Japanese agriculture continues to decline, leading to an increased dependency on imports to have a stable food supply, including good quality, safety and health and nutrition.
In this regard, Chile's Commercial Aggregate in Japan stated: "Even though it is an ageing population, it is a group that, compared to other countries, has significant purchasing power and that demands new products. The West has already penetrated the country enough to influence its clothing and traditional foods. From this perspective we have much to offer as a country."
A Trade Portal analysis of Banco Santander states that Japanese consumers are interested in brands, quality, and product characteristics. Other important factors for Japanese consumers are aspects related to customer service, such as technical explanations and adherence to delivery dates.
In addition, they value the packaging of the products, which must be of high quality and impeccable presentation. The products should also include very detailed instructions for use, as consumers search for and demand them.
Source: SimFRUIT