Olive oil: an overview of the Japanese market

Abstract

The article presents an overview of olive oil consumption in Japan, Asia’s largest per capita consumer and at present 14th in the world. Since the early 1990s, total purchases have increased from 4943 t in the 1992/93 campaign to 61 903 t in 2014/15, a more than 12-fold increase over the space of 22 years. Olive oil, in particular extra virgin olive oil, is appreciated by Japanese people primarily for its beneficial effects on health, as well as for its agreeable taste and for its cultural and historical associations. Other key factors to be considered are economic and cultural. Japan is one of the world’s largest economies; disposable incomes are high and these are reflected in household consumption behavior. Culturally, the country is increasingly open to the outside world, discovering and adopting practices from elsewhere, notably the West. This openness, allied to the country’s relative affluence, is demonstrated in the consumption of olive oil, a pillar of the Mediterranean Diet.