Meat market in Japan - statistic & facts
In the traditional Japanese diet, meat used to be neglected as an ingredient due to the archipelago’s easy access to deep-sea fishery. Influenced by Buddhist vegetarianism and cultural taboos, meat was officially banned until the latter half of the 19th century, and fish was consumed as the main protein. However, a change in dietary preferences can be observed in the growing consumption volume of meat in recent years. Many iconic fish-based dishes in Japanese cuisine are nowadays available as a meat-based version, like meat sushi, sashimi, and teriyaki dishes, whereas the term “Japanese cattle” (wagyu) evokes the image of high-quality meat in the global market.
Furthermore, as high-quality, marbled meat dominated the image of Japanese beef, farmers shifted their focus to the mid- and high-priced segments. Meat of the highest A5 grade derived from the Japanese Black breed of cattle, which shows the characteristic fat marbling, the Japanese Brown, the Japanese Polled, and the Japanese Shorthorn fetch one of the highest retail prices per 100 grams for beef. While fullblood wagyu beef with an “A” grading is treated as a luxury item, meat from crossbred cattle and imported beef serve the mass market segment.
Another trend impacting the meat market is the emerging plant-based food market. As plant-based substitutes are garnering consumer interest as healthy food products, meat manufacturers are investing in the development to counter the potential loss from declining meat sales. Accelerated by declining self-sufficiency, businesses are looking into a sustainable long-term strategy for the future.
Pork, chicken, and luxury beef
Poultry, pork, and beef are the main types of meat sought after in the Japanese meat market. Due to the mountainous geography and the initially low importance of livestock production for meat, the Japanese agriculture sector can barely cover half of the domestic demand. The market has become reliant on imported products, becoming a major destination for broiler chicken, as well as U.S. and Australian beef.Furthermore, as high-quality, marbled meat dominated the image of Japanese beef, farmers shifted their focus to the mid- and high-priced segments. Meat of the highest A5 grade derived from the Japanese Black breed of cattle, which shows the characteristic fat marbling, the Japanese Brown, the Japanese Polled, and the Japanese Shorthorn fetch one of the highest retail prices per 100 grams for beef. While fullblood wagyu beef with an “A” grading is treated as a luxury item, meat from crossbred cattle and imported beef serve the mass market segment.
Hunted meat and plant-based substitutes
Poultry and pork dominate the everyday consumption in Japanese household, whereas beef takes a secondary role. Recent trends have been exploring other segments like horse meat prepared as sashimi or sushi. A segment promoted by the Ministry of Agriculture, Forestry and Fisheries (MAFF) is game meat to reduce crop damage caused by wildlife like deer, boars, and wild birds. However, only a small amount of hunted game meat is processed for consumption, complicated by strict hygiene regulations and consumer concerns about food safety.Another trend impacting the meat market is the emerging plant-based food market. As plant-based substitutes are garnering consumer interest as healthy food products, meat manufacturers are investing in the development to counter the potential loss from declining meat sales. Accelerated by declining self-sufficiency, businesses are looking into a sustainable long-term strategy for the future.
