Japan: Health and Wellness Shokuhin

Virtual Trade Event
December 8-9, 2020
Illustration representing an FAS virtual trade event

The USDA Foreign Agricultural Service (FAS) is pleased to announce Health and Wellness Shokuhin, a virtual trade event taking place December 8 – 9, 2020. Shokuhin means “foods” in Japanese, and this event will link U.S. exporters of foods for the health-conscious to potential customers in Japan by providing a forum to virtually connect one-on-one with buyers through meetings set up in advance by FAS. The United States remains Japan's largest supplier of food and agricultural products. Under the U.S.-Japan Trade Agreement nearly 90 percent of U.S. food and agricultural products are duty free or receive preferential tariff access to Japan. Participating exporters will also have the opportunity to learn about current trade and economic conditions.

Japanese consumers appreciate high quality, safe, unique, and reliable foods—which U.S. exporters have a great track record of providing.  In fact, one-quarter of Japan’s food imports come from the United States.  Processed or specialty products dominate the health-foods market, but food buyers targeting health enthusiasts may also be interested in dry fruit and nuts, fresh fruits and vegetables, or organics.  Health and Wellness Shokuhin provides excellent opportunities for U.S. exporters. Specifically:

  • In 2018, Japan’s health-related food market was the third largest in the world with an estimated value of $13.2 billion.
  • The lead-up to the Tokyo Olympics Games has led to a boost in athletic-oriented health products.  
  • Young and middle-aged consumers often look for foods known to boost metabolism and maintain a healthy weight and skin.
  • The increasingly aging population seek food products to maintain good health well into their 80’s and 90’s.

For more information, please contact virtualtradeevents@usda.gov.

Data and Analysis

International Agricultural Trade Report

Opportunities for Health Food Exports in Japan

Japanese consumers have become more health conscious, demanding food products that contain natural ingredients, minimize additives and sweeteners, and support health, dietary, and functional needs.