How to better position yourself in the Japanese beef market
Evelyn Chiang, Insight & Planning Specialist, Asia
After the European trade agreement to Japan with Japan entered into force in February 2019, Irish beef exports to Japan increased from 2,323t in 2019 to 4,120t in 2020, growing in value from €9.5 million to €15.7 million in the same period (O’Donnell, 2021). The majority of this was in the form of bovine tongues, a delicacy in Japan, and other beef offal.
The recent Bord Bia research helps Irish beef exporters to better understand the usage and attitude towards beef in Japan so they can better position themselves in this new Asian market. The research was conducted through an online survey with 900 Japanese meat consumers and/or purchase decision-makers who consume beef at least twice a month. Topics we examined include how Japanese consumers view beef in their diet, the preference in terms of beef cuts and styles, and also explore the awareness and understanding of grass-fed beef.
According to the survey, beef is consumed mostly (86%) at home and as a regular meal (89%). The “out-of-home” consumption might be affected by Covid-19 restrictions imposed by the Japanese government, as five percent of those interviewed consumed beef via food delivery/take away and only ten percent of respondents consumed beef in restaurants (Bord Bia, 2021).
The survey also showed the top-3 popular beef dishes in Japan are:
- STIR-FRY – a typical quick & easy dish that can be made with any meat/vegetables. Shredded pork are often used for this common homemade dish.
- Yakiniku – grilled thinly sliced meat including offal. It is usually served with salt or various seasoning sauce, both at home or restaurants.
- Curry – one of the most popular dish in Japan that can be made with a wide variety of meats and vegetables. Retail outlets usually sell chuck roll, shin, flank and other parts packed as “for curry/stew.”
While the survey shows the most common types of beef “cuts” consumed by Japanese beef eaters are shredded pork and minced meat, their top-3 favourite beef cuts are striploin/sirloin (18%), fillet/tenderloin (17%) and ox tongue (15%) (Bord Bia, 2021).
The survey indicated a moderate level of awareness for grass-fed & grain-fed beef, with 52% of the surveyed consumers have heard of at least one of them. Grass-fed beef is perceived as more natural, healthy and environmentally friendly; where as grain-fed beef is perceived as more nutritious (Bord Bia, 2021).
In terms of the awareness for beef origins, Australia (97%) and the US (96%) ranked as the top two most well-known beef origins, followed by New Zealand (83%) and Canada (75%). As a relatively new players in the Japanese beef market, Ireland is known to 42% of those interviewed as a beef origin (Bord Bia, 2021).
This research also includes a consumer segmentation, which helps to identify the target users for Irish beef. A beef taste test is also scheduled to take place in the second half of 2021 to further understand Japanese consumers’ reaction towards Irish grass-fed beef.
If you are a meat client company of Bord Bia’s and would like to be taken through this research in detail and examine its implications for your business, please get in contact at thethinkinghouse@bordbia.ie
References:
O’Donnell, C. (2021). Improved market access to Japan for Irish beef confirmed - Agriland.ie. Retrieved 10 May 2021, from https://www.agriland.ie/farming-news/improved-market-access-to-japan-for-irish-beef-confirmed/
Bord Bia. (2021). Japan Beef Usage & Attitude Study.