Greek honey seeks room in Japan despite a 0.01% share by value

A large import market with a minimal Greek presence

Greek honey has considerable room to expand in Japan, but its starting position is extremely small. According to Agronews, it represents only 0.01% of Japan’s honey import market by value and 0.03% of total import volume. The figures come from a market study by the Office for Economic and Commercial Affairs at the Greek Embassy in Tokyo.

Japan depends heavily on foreign supply. Imports accounted for about 95% of the country’s total honey supply throughout 2016-2024, while overall consumption remained broadly stable at approximately 45,000-50,000 tonnes. In 2025, imports reached 51,644 tonnes and were worth nearly ¥22.5 billion, equivalent to about €119.3 million, according to the study cited by Agronews.

China supplies roughly 70% of Japan’s total honey import volume. Greek exporters also face established competition within the European Union: Hungary, Romania and Bulgaria together account for more than 83% of Japanese honey imports originating in the EU. Lower-priced honey is supplied by China, Argentina and Vietnam, while Australia, India and Thailand are emerging as inexpensive suppliers with rapidly growing volumes.

Tariff removal opens the door but does not remove competition

The honey tariff was fully eliminated from 2025 under the Japan-EU Economic Partnership Agreement. This removes one cost barrier for Greek producers and exporters, but it applies within a market where price has become increasingly important. Agronews reports that recent inflationary pressure has made Japanese consumers more price-sensitive, with price and taste now the leading criteria in food purchases.

Food safety and traceability remain particularly important for imported products. Domestically produced honey enjoys strong consumer support, while Japan maintains detailed labeling requirements. These include strict conditions governing terms such as “pure” and “domestic,” rules for declaring product composition and other mandatory information on packaging. Greek suppliers therefore need compliant labeling and clear origin information alongside a competitive commercial offer.

Organic certification alone is unlikely to justify market entry or a large premium. A 2025 survey by Japan’s Ministry of Agriculture, Forestry and Fisheries found that fewer than 20% of respondents identified honey as an organic product they would like to buy more often. Japanese purchasing decisions are more strongly shaped by price, taste, origin, quality and perceived health benefits than by organic certification itself.

Positioning must combine flavor, quality and price

The data indicate that Greek exporters cannot rely solely on the scarcity or Mediterranean identity of their product. To gain distribution, they must offer a taste profile suited to Japanese buyers, demonstrate safety and traceability, meet labeling standards and maintain a price that retailers and importers can defend against dominant and lower-cost suppliers.

Japan nevertheless offers a broad base of end uses. Honey is consumed in tea, coffee and cocktails, used in pharmaceutical products such as cough syrup, and incorporated into cakes, biscuits and other bakery goods. It is also used in skincare and other cosmetics because of its moisturizing and antibacterial properties. These applications keep honey moving through several consumer and industrial channels even though total consumption is relatively stable.

For Greek suppliers, the opportunity is therefore likely to be incremental rather than a rapid shift in market share. The removal of the tariff improves access, and Japan’s reliance on imports provides a durable addressable market. However, a share of 0.01% by value shows that growth will depend on importer relationships, product-market fit and disciplined pricing rather than tariff preferences alone.