The Japanese food sector is dominated by domestic players. However, a growing acceptance of high-quality global cuisine that offers a strong heritage story provides international food exporters with room to grow. While overall sector growth is sluggish, Japanese consumers benefit from high purchasing power. Demographic trends – such as a rise in the number of smaller households and an ageing population – have prompted convenient-orientated categories to expand while an awareness of dietary health issues supports rising sales of products offering specific health benefits.

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