Japanese consumer spending on fresh fruit has almost hit a record low over the first half of 2013, according to figures released by the Ministry Of Internal Affairs and Communications’ Statistics Bureau.
Average household spending fell to JPY14,584 (US$146) in the six months to 30 June, a 3 per cent drop on the corresponding period of 2012 and a marginal increase on the JPY14,513 (US$145) spent in 2011, the lowest figure on record.
Household consumption slumped to an average of 35.27kg, the lowest volume in the last 12 years.
“These figures basically confirm a continuing downward trend in fruit consumption in Japan,” said Jack Moriya, president of Tokyo Seika Trading.
“The current economy may be pushing budget conscious consumers to buy less fresh fruit.”
Cloud hanging over banana consumption?
While banana prices remained consistent with their 12-year average over the first half of 2013, consumption (9.35kg per household) and expenditure (JPY2,160) both fell to a six-year low.
However, with bananas continuing to account for over 50 per cent of Japanese fresh fruit imports, Moriya warned it would be premature to suggest consumption rates were headed for long-term decline.
“Bananas have been a staple in the Japanese diet so it is yet to be determined if there is a cloud hangingover banana consumption as there is with most other fruit consumption.”
Kiwifruit bucks the trend
Despite the overall downward trend, consumption and expenditure rates for some products continued to rise over the first half of 2013. Average household spending on kiwifruit climbed to JPY601 (US$6), the highest rate in the past nine years.
Kiwifruit consumption rose to an average of 807g per household, the largest volume since 2009, despite a limited New Zealand supply caused by the spread of the bacterial vine disease Psa.
Moriya said the outlook for grapefruit and orange consumption in Japan was less promising.
“Everything about grapefruit and orange consumption and expenditures in Japan continues to indicate a downward trend,” he said.
“Younger Japanese consumers' tend to prefer fruit that does not require peeling, which is one reason for the decline in grapefruit consumption, and to a lesser extent, oranges.”
