Shauna Keenan, Food & Beverage Division, Bord Bia – Irish Food Board

Japanese Seafood Market Overview

Japan is currently the world’s top importer of seafood by value. According to Orrani- Bord Bia Asia Seafood report, Japan has a population of approx. 127mn, with predictions to decline to 117mn by 2030. Japan currently has the fastest growing senior population in the world: 26% of the population is over 65 and it’s expected to reach 30% by 2025. Annual seafood spend in the older age group is much higher in comparison to other age groups.

Sustainability

At present, there has been a lack of government support according to some in the industry; as a result, the market has long lacked clear sustainable seafood initiatives. Although, the Japanese government launched its own sustainability label: Marine EcoLable (MELJapan) in 2000 by the Japan Fisheries Association, however, some large Japanese retailers have responded to the growing consumer demand for sustainably sourced product using the ASC and MSC certifications. As a result, there is an increasing opportunity for certified seafood products in the Japanese market.

For example, retailer Aeon began selling ASC (Aquaculture Stewardship Council) certified products: 23 items across 13 species by 2015. Aeon is predicting that Tokyo 2020 Games will present a key opportunity to further implement ASC certified products and have implemented various seafood sourcing policies in recent years. Another retailer, Kasumi Co. Ltd, one of the largest retailers in Japan, have introduced ASC and MSC seafood products and currently sell responsibly farmed processed oysters sourced from a local farm. These sustainability initiatives are to respond to their high environmentally conscious consumers.

Irish seafood exports to Japan

This growing trend of the increasing preferences of sustainably sourced seafood products represents an opportunity for Irish seafood companies that can meet this growing demand. Japan is an increasingly important destination for Irish seafood exports with sales reaching €10 million in 2016 and demonstrating double digit growth year on year (Global Trade Atlas).

The growing interest in doing business in this market is demonstrated by the attendance of Irish seafood companies expected to exhibit on the Bord Bia Ireland Pavilion at the Japan International Seafood & Technology Show from 23rd – 25th August 2017.

Bord Bia ran a promotional campaign with one of Japan’s leading retail group, Aeon, across 100 stores, over the 17th-19th of March in order to raise awareness about the quality and sustainability credentials of seafood from Ireland. The promotion involved in-store tastings of a range Irish mackerel and herring products which were fully accredited by MSC’s fisheries certification programme, guaranteeing the sustainability credentials of these products to the Japanese consumer.

For more info please contact Shauna.Keenan@BordBia.ie