A shortage of supply over Japan’s summer months has seen prices of fruit at both retail and market levels reach its highest level in the past 12 months, leading to a decline in consumption.
Data released by Japan’s Ministry of Finance show that the average purchasing price of fruit reach ¥581 (US$4.84) per kg in August 2015, with consumption down to 6.78kg – the lowest in the last 13 years.
“In general, in the last five years and eight months to August 2015, fruit consumption in Japan has can be characterised as in decline, relativelyspeaking,” Jack Moriya, president ofimporter Tokyo Seika Trading Co explained.
Expenditure on bananas and kiwifruit faired well, though, with the average household expenditure on bananas reaching ¥397 (US$3.31) in August, the second highest for any month in 13 years, though banana consumption fell to 1.32kg, the lowest in the past 13 years
“Banana consumption has declined significantly from its peak in 2008 of 20.04kg per household to 18.03kg in 2014. While consumption for the entire year of 2015 may end up higher than in 2014, it will only be marginally,” Moriya said.
Kiwifruit consumption reached a record high of 183g in August against the average of 127g, with expenditure at its highest in 11 years at ¥148 (US$1.23).
“Kiwifruit consumption in August was still good when consumption during the summer months usually declines,” Moriya said. “New Zealand kiwifruit supply season is primarily from April to August when we see a remarkable increase in consumption.
“From September to December, we see a decline in consumption. To increase kiwifruit sales during that period, [New Zealand kiwifruit marketer] Zespri shouldfocus a little more of its marketing strategy and promotional efforts for that time frame as there is an opportunity for greater sales.”
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