Effective marketing is boosting kiwifruit sales in Japan, even at time when prices rise, new figures suggest.
Kiwifruit consumption per Japanese household in September 2010 hit its highest level since records began six years ago for that month at 132g, according to Japan's Ministry of Internal Affairs and Communications Statistics Bureau. At the same time, average kiwifruit prices rose 4.2 per cent above the same period in 2008 and 2009 to JPY711 per kg (US$8.8).
This rise in kiwifruit uptake came at a time when average fruit consumption fell in Japan, and can be attributed to successful kiwifruit marketing, according to Junichi Moriya, chairman of Japan's importers association and president of Tokyo Seika Trading Co, one of Japan's largest importers and the trading arm of Tokyo Seika Co, the country's largest fresh produce market wholesaler.
'We can say that kiwifruits have been marketed successfully to maintain consumption in this market place,' he told Fruitnet.com.
Japanese government statistics reveal that while kiwifruit enjoyed a September sales surge, average household fruit consumption that month fell to its lowest level in 10 years.
Per household consumption dropped to 6.46kg and expenditure fell to JPY3,245 (US$40) for the month, according to the figures. Average fruit prices at retail level, however, were the highest recorded in the month of September for the last decade at JPY503 per kg (US$6.2).
Mr Moriya attributes this drop in consumption to limited supplies, and not dwindling demand.
'Last September supply itself was very limited, demand itself did not decline,' he said.
Household expenditure on bananas during September fell below 2008 and 2009 levels to JPY348 (US$4.31), though average banana prices for the month matched the mean for the last 10 years.
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