The Japanese population is a traditional consumer of seafood, but meat consumption has increased gradually over recent years, especially among the younger generations. in 2016 Japan was ranked the world’s second-largest meat importer, after China, and was ranked first as of November 2017. Despite Japan’s rapidly aging and declining population, the Japanese meat production industry is expected to experience growing sales due to the ongoing Westernization of the typical Japanese diet. In particular, it is expected that younger generations of Japanese people continue regarding meat as a staple of their increasingly modern and less traditional diet.
The anticipated shortage in the supply of fish and seafood, leading to higher prices for these products over the forecast period (2018 to 2021), may influence consumers to substitute meat for fish. In addition to younger generations, older generations show a tendency to continue with their meat diet as they get older.
In 2016, meat and meat products was the 1st largest trade deficit in food products, at 10.6 billion EUR. Pork meat, bovine meat, poultry and meat preparations account for 90% of the volume imported meat products.
What are the characteristics of the Japanese market for organic and health food? Which future market development can be expected and how can the attitude of Japanese consumers towards organic and
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