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.