Fresh Vegetables - Japan

  • Japan
  • Revenue in the Fresh Vegetables Market is projected to reach €2.21bn in 2025.
  • Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 12.97%, resulting in a projected market volume of €3.60bn by 2029.
  • With a projected market volume of €20,350.00m in 2025, most revenue is generated in China.
  • In the Fresh Vegetables Market, the number of users is expected to amount to 4.6m users by 2029.
  • User penetration will be 3.7% in 2025 and is expected to hit 4.3% by 2029.
  • The average revenue per user (ARPU) is expected to amount to €575.40.
 
Mercado
 
Región
 
Comparación de regiones
 
Moneda
 

Analyst Opinion

The Fresh Vegetables eCommerce Market in Japan is witnessing substantial growth, spurred by increased online shopping preferences, heightened health consciousness among consumers, and the demand for convenient access to diverse, high-quality fresh produce.

Customer preferences:
Consumers in Japan are increasingly prioritizing sustainability and organic options when purchasing fresh vegetables online, reflecting a growing awareness of environmental issues and health benefits. This shift is particularly pronounced among younger demographics, who favor locally sourced produce and are drawn to brands that emphasize eco-friendly practices. Additionally, the convenience of eCommerce aligns with the fast-paced lifestyles of urban dwellers, prompting a rise in subscription box services that curate fresh, seasonal vegetables tailored to dietary preferences, enhancing the online shopping experience.

Trends in the market:
In Japan, the Fresh Vegetables eCommerce Market is experiencing a surge in demand for organic and sustainably sourced products, driven by a heightened consumer awareness of health and environmental impacts. This trend is particularly prominent among millennials and Gen Z, who actively seek locally grown produce and prefer brands that showcase eco-friendly practices. The rise of subscription box services tailored to individual dietary needs capitalizes on the convenience sought by urban consumers. As these trends continue to evolve, industry stakeholders must adapt by investing in sustainable sourcing and enhancing online engagement strategies to attract and retain this environmentally conscious demographic.

Local special circumstances:
In Japan, the Fresh Vegetables eCommerce Market is uniquely shaped by the country’s geographical diversity and cultural emphasis on seasonal eating, known as "shun." This practice encourages consumers to prefer fresh, locally sourced vegetables, aligning with trends toward organic and sustainable options. Additionally, strict regulatory standards regarding food safety and labeling foster consumer trust in online purchases. The aging population in rural areas further bolsters demand for home delivery services, catering to convenience while addressing accessibility challenges in traditional markets.

Underlying macroeconomic factors:
The Fresh Vegetables eCommerce Market in Japan is significantly influenced by macroeconomic factors such as economic stability, consumer spending trends, and demographic shifts. The country's strong economic recovery post-pandemic has bolstered disposable incomes, encouraging higher expenditure on fresh produce. Additionally, fiscal policies promoting sustainable agriculture and local sourcing enhance the appeal of eCommerce platforms offering fresh vegetables. The aging population, particularly in rural areas, drives demand for convenient delivery services, while global trends toward health-conscious eating and organic products further influence consumer preferences. These factors collectively contribute to the evolving landscape of Japan's fresh vegetables market.

Methodology

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Consumer Insights Global Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.

Visión general

  • Revenue
  • Analyst Opinion
  • Sales Channels
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
Espere, por favor