Market research

Kiwifruit market in Japan

Release date: Mar 28, 2026

Submission: 15 minutes after payment

Research period: 2017-2025

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Earlier Report Observations

From 2018 to 2021, the kiwifruit market in Japan expanded, reaching 137.7 thousand tons in 2021. This growth was driven by New Zealand imports, which accounted for around 80% of supply, facilitated by Zespri's dominant market position. Concurrently, rising health consciousness among consumers increased demand for nutritious fruits like kiwifruit.

The market stabilized at 135.0 thousand tons in 2022, as imports slightly declined. During this period, new product launches incorporating kiwifruit, such as candies and jams, diversified usage, while Zespri committed to making all packaging reusable, recyclable, or compostable by 2025. In 2023, market volume fell to 118.1 thousand tons, primarily due to a drop in imports.

In subsequent years, trade liberalization between New Zealand and the EU reduced tariffs, opening high-value channels. Clinical studies highlighted the vitamin C benefits of SunGold kiwifruit, reinforcing health trends. Urbanization, lifestyle changes, and online sales expansion continued to shape the market, with domestic producers emphasizing sweetness and functionality.

Table of content

1. Disclaimer
2. Terms of use of the report
3. Product codes in the statistical classifications used in the report
4. Key Market Indicators and Trends
1. 4.1. Key Market Indicators
  1. 4.1.1. In kind
    1. 4.1.1.1. Production, 2018-2023
    2. 4.1.1.2. Imports, 2018-2025
    3. 4.1.1.3. Exports, 2018-2025
    4. 4.1.1.4. Market size, 2018-2023
2. 4.2. Market Trends and Factors
5. Production
1. 5.1. Production in Japan
  1. 5.1.1. Annual dynamics of production in Japan in kind, 2018-2023, t
  2. 5.1.2. Annual dynamics of production in Japan in value, 2018-2023, $ US
2. 5.2. Global production by Country, 2018-2023
  1. 5.2.1. Annual dynamics of production by macroregions in kind, 2018-2023, t
  2. 5.2.2. Dynamics of production structure by macroregions in kind, 2018-2023
  3. 5.2.3. Annual dynamics of production by country in kind, 2018-2023, t
  4. 5.2.4. Structure of production by countries in kind, 2018-2023
  5. 5.2.5. Dynamics of peoduction structure by countries in kind, 2018-2023
6. Exports
1. 6.1. Exports (Direct Data)
  1. 6.1.1. Exports - Total information
  2. 6.1.2. Exports in kind, K t
    1. 6.1.2.1. Annual dynamics of product's exports from Japan in kind, 2018-2025, K t
    2. 6.1.2.2. Dynamics of product's exports in kind from Japan by countries, 2018-2025, K t
    3. 6.1.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.1.3. Exports in value, M $ US
    1. 6.1.3.1. Annual dynamics of product's exports from Japan in value, 2018-2025, M $ US
    2. 6.1.3.2. Dynamics of product's exports in value from Japan by countries, 2018-2025, M $ US
    3. 6.1.3.3. Structure of product's exports in value by countries, 2018-2025
  4. 6.1.4. Average price of product's exports, $ US/kg
    1. 6.1.4.1. Annual dynamics of average price of product's exports from Japan, 2018-2025, $ US/kg
    2. 6.1.4.2. Dynamics of average price of product's exports from Japan by countries, 2018-2025, $ US/kg
2. 6.2. Exports (Mirror Data)
  1. 6.2.1. Exports - Total information
  2. 6.2.2. Exports in kind, K t
    1. 6.2.2.1. Annual dynamics of product's exports from Japan in kind, 2018-2025, K t
    2. 6.2.2.2. Dynamics of product's exports in kind from Japan by countries, 2018-2025, K t
    3. 6.2.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.2.3. Exports in value, M $ US
    1. 6.2.3.1. Annual dynamics of product's exports from Japan in value, 2018-2025, M $ US
    2. 6.2.3.2. Dynamics of product's exports in value from Japan by countries, 2018-2025, M $ US
    3. 6.2.3.3. Structure of product's exports in value by countries, 2018-2025
  4. 6.2.4. Average price of product's exports, $ US/kg
    1. 6.2.4.1. Annual dynamics of average price of product's exports from Japan, 2018-2025, $ US/kg
    2. 6.2.4.2. Dynamics of average price of product's exports from Japan by countries, 2018-2025, $ US/kg
7. Imports
1. 7.1. Imports (Direct Data)
  1. 7.1.1. Imports - Total information
  2. 7.1.2. Imports in kind, K t
    1. 7.1.2.1. Annual dynamics of product's imports to Japan in kind, 2018-2025, K t
    2. 7.1.2.2. Dynamics of product's imports in kind to Japan by countries, 2018-2025, K t
    3. 7.1.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.1.3. Imports in value, M $ US
    1. 7.1.3.1. Annual dynamics of product's imports to Japan in value, 2018-2025, M $ US
    2. 7.1.3.2. Dynamics of product's imports in value to Japan by countries, 2018-2025, M $ US
    3. 7.1.3.3. Structure of product's imports in value by countries, 2018-2025
  4. 7.1.4. Average price of product's imports, $ US/kg
    1. 7.1.4.1. Annual dynamics of average price of product's imports to Japan, 2018-2025, $ US/kg
    2. 7.1.4.2. Dynamics of average price of product's imports to Japan by countries, 2018-2025, $ US/kg
2. 7.2. Imports (Mirror Data)
  1. 7.2.1. Imports - Total information
  2. 7.2.2. Imports in kind, K t
    1. 7.2.2.1. Annual dynamics of product's imports to Japan in kind, 2018-2025, K t
    2. 7.2.2.2. Dynamics of product's imports in kind to Japan by countries, 2018-2025, K t
    3. 7.2.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.2.3. Imports in value, M $ US
    1. 7.2.3.1. Annual dynamics of product's imports to Japan in value, 2018-2025, M $ US
    2. 7.2.3.2. Dynamics of product's imports in value to Japan by countries, 2018-2025, M $ US
    3. 7.2.3.3. Structure of product's imports in value by countries, 2018-2025
  4. 7.2.4. Average price of product's imports, $ US/kg
    1. 7.2.4.1. Annual dynamics of average price of product's imports to Japan, 2018-2025, $ US/kg
    2. 7.2.4.2. Dynamics of average price of product's imports to Japan by countries, 2018-2025, $ US/kg
8. Trade balance
1. 8.1. Trade balance (Direct Data)
  1. 8.1.1. In kind, K t
  2. 8.1.2. In value, M $ US
2. 8.2. Trade balance (Mirror Data)
  1. 8.2.1. In kind, K t
  2. 8.2.2. In value, M $ US
9. Top buying and selling countries, 2018-2025
1. 9.1. Direct Data
  1. 9.1.1. Import in Value by Countries-buyers
  2. 9.1.2. Export in Value by Countries-suppliers
2. 9.2. Mirror Data
  1. 9.2.1. Import in Value by Countries-buyers
  2. 9.2.2. Export in Value by Countries-suppliers

Production kiwifruit in Japan

In kind, 2018-2021, t

Globally, Japan ranked as the 12th largest producer of kiwifruit from 2018 to 2021.

Top producers of kiwifruit, 2018-2021

Source: SHEV.io

World map of production of kiwifruit, 2018-2021

Source: SHEV.io

Kiwifruit production in Japan fell for the second year in a row. In 2021, Japan produced 19 700 tonnes of kiwifruit, marking a 12.4% decrease from the previous year. Over the 2018-2021 period, production dropped by 21.2%, with an average annual decline of 7.6%. The highest production level was recorded in 2019 at 25 300 tonnes, which saw a modest increase of 1.2%.

Annual dynamics of production in Japan in kind, 2018-2021, t

Parameter		2019	2020	2021	CAGR
1	Change from last year	1.2%	(11.1%)	(12.4%)	(7.6%)

Source: SHEV.io

Exports kiwifruit from Japan

Exports in kind, K t

The export market displayed significant volatility during this period. Exports hit their lowest point in 2020 and then surged to a peak in 2021, resulting in a 10.1-fold difference between these years. In 2021, Japan exported 0.2 thousand tonnes of kiwifruit, a dramatic 914.8% increase compared to 2020. The lowest export volume was recorded in 2020 at 0.0 thousand tonnes, while the largest decline occurred in 2019 with a 37.0% drop.

Annual dynamics of product's exports from Japan in kind, 2018-2021, K t

Parameter		2019	2020	2021	CAGR
1	Change from last year	(37.0%)	(18.4%)	914.8%	73.5%

Source: SHEV.io

From 2018 to 2021, Japan's kiwifruit exports in volume were almost entirely directed to Hong Kong and Asia, not elsewhere specified, which together accounted for 100.0% of total exports.

Structure of product's exports in kind by countries, 2018-2021

Source: SHEV.io

World map of product's exports from Japan in kind, 2018-2021

Source: SHEV.io

Exports in value, M $ US

Export values showed irregular fluctuations, pointing to a volatile market. The lowest export value was recorded in 2020, followed by the highest in 2021, creating a 5.8-fold gap between these years. In 2021, Japan exported 1.2 million US dollars worth of kiwifruit, representing a substantial 483.8% increase year-over-year. The minimum value was 0.2 million US dollars in 2020, and the largest decline was in 2019 with a 29.2% decrease.

Annual dynamics of product's exports from Japan in value, 2018-2021, M $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	(29.2%)	(0.7%)	483.8%	60.1%

Source: SHEV.io

Throughout 2018-2021, Hong Kong and Asia, not elsewhere specified were the dominant destinations for Japan's kiwifruit exports in value terms, jointly making up 99.9% of total export flows.

Structure of product's exports in value by countries, 2018-2021

Source: SHEV.io

World map of product's exports from Japan in value, 2018-2021

Source: SHEV.io

Imports kiwifruit to Japan

Imports in kind, K t

Japan's kiwifruit imports grew for the third consecutive year. In 2021, imports reached 118.2 thousand tonnes, up 4.2% from the previous year. Between 2018 and 2021, imports increased by 11.4%, translating to an average annual growth rate of 3.7%.

Annual dynamics of product's imports to Japan in kind, 2018-2021, K t

Parameter		2019	2020	2021	CAGR
1	Change from last year	0.4%	6.5%	4.2%	3.7%

Source: SHEV.io

From 2018 to 2021, Japan's kiwifruit imports in volume were highly concentrated, with New Zealand alone supplying 94.9% of the total.

Structure of product's imports in kind by countries, 2018-2021

Source: SHEV.io

World map of product's imports to Japan in kind, 2018-2021

Source: SHEV.io

Imports in value, M $ US

Japan's kiwifruit import values also rose for the third year in a row. In 2021, imports totaled 459.0 million US dollars, remaining relatively stable compared to the previous year. Over the 2018-2021 period, import values increased by 23.8%, with an average annual growth rate of 7.4%.

Annual dynamics of product's imports to Japan in value, 2018-2021, M $ US